PhaseNext looks to add Asian conceptPhaseNext looks to add Asian concept

Lisa Jennings

DALLAS PhaseNext Hospitality, a multi-concept franchise operator specializing in non-traditional locations, said Monday it plans to add the pan-Asian Zao Noodle Bar concept to its portfolio.

Founded by former Caribou Coffee executives Roz Mallet and Amy O’Neil, PhaseNext Hospitality is also developing locations for the Dallas-based Corner Bakery Cafe and Denver-based Smashburger brands.

Last fall, the franchisee announced an agreement to develop 12 Corner Bakery locations over the next five years. In addition, the company has negotiated exclusive rights to open Smashburger locations in Chicago, Dallas, Houston, Atlanta and Washington, D.C.

O’Neil said the company is also in negotiations with the franchisors of another casual-dining brand and two more fast-casual concepts.

In developing all of the brands, PhaseNext Hospitality is specifically targeting locations in airports, train stations, military bases and university campuses.

Mallet said the company was looking for an Asian concept to grow and was drawn to Zao’s “quality, freshness and differentiated menu offerings with authentic flavors from China, Thailand and Vietnam."

“There is growing interest in Asian menus and flavors,” she said. “We believe the healthy aspect of Zao’s offerings will be highly attractive in non-traditional venues.”

Zao’s Noodle Bar is owned by Noodle Bar Inc., which operates five full-service locations and licenses one fast-casual location on the University of Southern California’s campus.

Founded in 1997, Zao Noodle Bar recently completed its franchising registration, and PhaseNext is the first to announce plans to franchise the brand.

Matthew Baizer, Zao’s president and chief executive, said the company is planning an aggressive franchising push this year, offering franchisees the option of opening both full-service and fast-casual variations.

Baizer said PhaseNext would develop Zao Noodle Bar locations in non-traditional locations in Dallas, Houston, Atlanta, New York, Chicago and Washington, D.C.

Zao’s menu appeals to guests with dietary preferences, including those looking for cholesterol-free, gluten-free, vegan, low-fat and low-calorie options, he added.

Mallet was previously president and interim chief executive of the Caribou Coffee chain, based in Minneapolis, as well as formerly chief operating officer of La Madeleine Bakery/Cafe. She is also currently treasurer of the National Restaurant Association. O’Neil was previously senior vice president of operations for Caribou.

Contact Lisa Jennings at [email protected].