Custom Cabinets & Furniture
Ricebox Restaurant Philosophy: Making a Difference One Meal at a Time By Karla Socci Somers
Full service from Designing • Building • Installing
Exceptional Cabinetry at Affordable Prices
RFS
PARTNERSHIP WITH DESIGNERS AND INDUSTRY PROFESSIONALS WELCOME
Call for pricing at
770-921-2569
cabinets
or visit us at the RFS Showroom!
Creators of custom woodwork for over 20 years
www.rfscabinets.net
www.mypedsortho.com
www.nextlevelsportsmed.com
404-321-9900 22 Highly-Trained Providers Specializing in Pediatric Orthopedics and Sports Medicine
14 Locations Including:
Duluth PAGE 16
Lawrenceville
Snellville
“We will never get into the restaurant business! This is crazy!” the Chen brothers – whose families owned restaurants in New York and Connecticut – told each other as kids. But as Ken and Jimmy got older, they saw an opportunity to not only “get into the restaurant business,” but to also do things differently. The Chen brothers observed how things “were always done” in Chinese restaurants, and they were determined to change the things that bothered them when they opened their first Ricebox Chinese Restaurant in Gwinnett in 2014. To them, it often appeared that customer service in Chinese restaurants was bad because of a prevalent language barrier. “We wanted to overcome that and offer better customer service,” says Ken. Next on the list of improvements was simplifying the menu. Chinese restaurants often have huge menus which confuse people, so customers just order the same few popular dishes. The Chens pulled together the most frequently ordered items to create their simpler menu, including Chinese and Thai cuisines. The third and perhaps most impactful change the Chens implemented in their new restaurants is the cooking method. “Over 90 percent of Chinese restaurants cook food in oil – everything goes through oil before it’s cooked,” the Chens note. “We asked why, and were told, ‘because that’s how it’s always been done.’ We questioned that. We want our food to be healthier.” The Chens challenged the hundred-year-old standards of Chinese restaurants in the US and created a better plan for a healthier experience. “Steaming takes longer, but it is healthier,” the Chens say, “and we never used canned products. All our vegetables and produce are fresh, and whenever possible, we get them from local farmers’ markets.” They are on a mission to change the perception that take-out Chinese food is greasy. Each menu item is carefully considered, too. When the Chens add a new dish to the menu, they give it three months. If the item doesn’t sell more than three times, they consider revising or removing it completely. That way the menu is always fresh, updated, and easy to understand. Additionally, the Chens have listened to their customers’ requests for gluten-free dishes, including the favorite General’s Chicken. Their revised recipe no longer uses flour for the breading, and soy sauce without wheat has replaced the traditional version. Ken says the gluten-free soy sauce is more expensive than the “regular” kind, but he and Jimmy believe it is worth it. “We personally approve all the ingredients in our supplies. That way we can be sure we are offering the best gluten-free options.” Ken and Jimmy are also of the philosophy that in order to gain the support of the local community (now with a location in Centerville and a second in Lawrenceville), they must first support their neighbors. “We are not just here for business,” Jimmy says. “We care about the community. We want to help our community as a whole; to give back any way we can.” The Chens and Ricebox give back by hiring local people and buying produce from local growers whenever possible. Finally, they are involved with charities and co-ops in Gwinnett County. Among them are Give Hunger the Boot, a program that supports the South Gwinnett Co-op, and Saltlight Center, the Family Promise of Gwinnett. Ricebox donates food to both organizations. Saltlight Center helps single women and women with young children who need a safe place to spend the night. Since January, the Chens and their staff have supplied hundreds of meals to the shelter, and they would like to open their doors to even more organizations so they can continue helping local families in need. “We’re in the food business,” says Ken. “If there are people in our own community who are hungry, it doesn’t make sense. We can always cook up a meal for a family in need. We always have food to help.” The Chens add, “When we all come together, we can make a huge impact. If we spread the word, hopefully others will catch on, too.” More information at www.getricebox.com
For information on becoming an advertising partner visit OurTownGwinnett.com or call 678-825-2049
Our Town