Asian Too

Overview: Asian Too was a fast-casual restaurant concept specializing in Asian-inspired cuisine, primarily operating in food courts and high-traffic retail environments across the United States. The brand was known for offering a variety of Asian dishes, including stir-fry, noodle bowls, and sushi, catering to consumers seeking quick, customizable meals with an Asian flair. The company’s website (asiantoo.com) is no longer active, and there is substantial evidence that the brand is now defunct, with most locations closed by the mid-2010s.

Products: Asian Too’s menu featured a mix of pan-Asian dishes, including made-to-order stir-fry bowls, teriyaki chicken, fried rice, lo mein, and sushi rolls. The concept emphasized fresh ingredients and fast service, targeting mall shoppers and office workers. The brand’s food offerings were designed to appeal to a broad audience, with options for both traditional Asian flavors and Americanized favorites. Some locations also offered combo meals and customizable options, allowing guests to select their protein, vegetables, and sauces.

Market Position: At its peak, Asian Too operated in several major shopping malls and airports, positioning itself as a convenient, affordable alternative to full-service Asian restaurants. The brand competed with other quick-service Asian concepts such as Panda Express and Sarku Japan. Asian Too’s focus on food court and high-traffic retail locations allowed it to capture impulse dining and lunch crowds. However, the brand struggled to differentiate itself in a crowded market, and limited brand recognition outside its host venues contributed to its eventual decline.

Growth: Asian Too expanded primarily through licensing and partnerships with mall operators and food service management companies. The brand was part of the larger Villa Restaurant Group portfolio, which also owns Villa Italian Kitchen and other food court concepts. Expansion was focused on major metropolitan areas and travel hubs, with a presence in states such as New York, New Jersey, Illinois, and Texas. By the early 2010s, the number of Asian Too locations began to decline, and by 2017, most had closed or been converted to other Villa Restaurant Group brands. The decline was attributed to changing consumer preferences, increased competition, and a shift away from traditional mall food courts.

Real Estate: Asian Too’s real estate strategy centered on food court and in-line retail spaces ranging from 500 to 1,200 square feet. The brand sought locations with high foot traffic, such as regional malls, airports, and urban retail centers. Site selection prioritized visibility, proximity to anchor tenants, and access to lunchtime crowds. The company worked closely with mall leasing agents and real estate brokers to secure prime locations. As the brand is now defunct, there are no current real estate contacts or active site requirements. The parent company, Villa Restaurant Group, continues to operate and may repurpose former Asian Too spaces for its other concepts.