There’s a lot of talk these days about striking a resonant chord with customers, about getting them emotionally invested in a brand. The Vietnamese-focused Asian Box concept has done that by selling a lifestyle. Frank Klein, the fast-casual chain’s founder, said the particular lifestyle Klein is targeting with Asian Box is a popular one in the San Francisco Bay Area: no fried foods, fewer carbohydrates and grilled meats. Composting, recycling and sourcing organic and/or ...

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