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Teriyaki Madness launches new prototype in expansion bid

February 2, 2012

Equipped with a new prototype featuring a dine-in model and a user-friendly menu, Las Vegas-based Teriyaki Madness plans to expand into Southwest U.S. markets.

The Asian quick-service concept currently has seven locations in the Las Vegas market, with franchise growth efforts focused on Arizona, California, Colorado, Nevada, Texas and Utah.

Company plans call for growing to a total of 10 restaurant locations by the end of 2012; 25 by the end of 2015; 50 by the end of 2017; and a total of 200 locations throughout the next 10 years.

The expansion strategy is in response to a growing demand. According to a 2011 study by research firm Technomic, the Asian dining segment brings in $18.4 billion annually. In addition, according to The NPD Group, 23 percent of consumers say they are interested in more Asian-type flavored foods.

Teriyaki Madness offers Asian-inspired dishes, such as chicken teriyaki and spicy chicken, both served with made-from-scratch sauces and a secret blend of spices.

"Sales for the Asian segment grew faster than any other category in 2011," said Rod Arreola, president and co-founder of Teriyaki Madness. "This is due to the growing number of consumers who are craving alternatives to traditional quick-service meals."

Teriyaki Madness founders Rod Arreola, Alan Arreola and Eric Garma opened the first unit in August 2003. Teriyaki Madness launched its first franchise opportunity in 2005.

"Our new prototype shifts the dining focus from take-out to dine-in, allowing customers to fully enjoy the Teriyaki Madness experience," Arreola said. "The new model will include more space, booths, fun decor and big screen televisions to provide our customers with a more comfortable and entertaining atmosphere."

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