Umami founder plans 3 new restaurant conceptsUmami founder plans 3 new restaurant concepts

AdVantage Restaurant Partners LLC, led by Umami Burger founder and former Umami Restaurant Group CEO Adam Fleischman, is planning to launch three new restaurant concepts in the coming months that will build on the company’s growing portfolio.

Earlier this year, Fleischman stepped away from the daily operation of Umami Restaurant Group to start AdVantage, which has launched several new concepts, including the ChocoChicken chain that first opened in Los Angeles in June.

See what’s up next for AdVantage:

Fat Noodle

AdVantage has teamed up with San Francisco-based chef Joshua Skenes of the acclaimed restaurant Saison on this fast-casual concept that features hand-pulled noodles in the style of Western China’s Sichuan and Shaanxi provinces.

Guests can select their noodles and build a dish by choosing a protein, vegetables, sauces and broths, and condiments, all in about three minutes and for an average price under $10.

Fleischman said he hopes to open the first location in the San Francisco Bay area in the first quarter of 2015, with more units planned for Los Angeles.

Chop Daddy’s

Last month, AdVantage said it would expand this Los Angeles barbecue concept, with the goal of opening as many as 12 locations over the next four years.

Chop Daddy’s was founded in 2013 by Jon Swire, now chief executive, with pitmaster Eric Solton. The restaurant was originally named Pork Belly’s, but later changed to Chop Daddy’s due to trademark issues.

The restaurant features house-smoked slow-cooked meats with rubs and sauces also made in house. The specialty is The Belly Up, a sandwich made with smoked barbecued pork belly topped with coleslaw and served on a brioche roll.

Chop Daddy’s also operates a food truck for catering. The concept will be positioned as fast casual with a price point around $10 per person.

Fleischman said the concept will add a bar program with beer and wine as it grows. Future locations will have more indoor seating, as the original in Los Angeles’ Venice neighborhood is mostly served by a patio.

Barberia

With chef Walter el Nagar, AdVantage is planning a brick-and-mortar location for the concept that was known as Barbershop Ristorante, an Italian pop up.

Barberia will be a small restaurant that Fleischman envisions as an omakase experience, where the chef serves guests and develops the menu each night with a modern Italian theme. The menu will be high end, aiming for a price point around $75 per person.

Fleischman envisions Barberia as a group of restaurants around the world in various countries, partnering with different chefs in each location. The concept is still looking for a location in Los Angeles.

More concepts

Umami continues to grow its namesake brand, along with the 800 Degrees Neapolitan Pizzeria chain.

Meanwhile, the second ChocoChicken location is scheduled to open in Santa Monica, Calif., in early 2015. Fleischman said AdVantage is working on two to three more locations, including possible international units.

The company is developing a vegan concept that was to be called Masty Roll, though Fleischman said the name will likely change.

The full-service Spanish restaurant Smoke.Oil.Salt., another AdVantage concept that debuted earlier this year, will likely multiply, he said.

The company is also working on Mexican and Middle Eastern concepts.

Contact Lisa Jennings at [email protected].
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