Wok Chi USA Selects Dunn&Co. as Agency of Record

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New restaurant brand seeks to change the Chinese dining landscape

Wok Chi USA, LLC is bringing fast, fresh Chinese stir-fry cuisine to Hillsborough County. With the first unit open in mid-May at the Regency Center on SR 60 in Brandon, the company selected Dunn&Co. to help drive awareness of its new fast casual dining concept as part of its brand expansion in the Florida market.

Dunn&Co. will lend its extensive experience working with larger restaurant chains to help launch the new brand. The agency will develop and execute a marketing plan designed to introduce the Wok Chi concept and educate consumers on the brand’s unique selling points, such as MSG-free fresh ingredients, stir-fry cooked to order by “wok masters,” an open kitchen and complimentary hot green tea. Wok Chi is actively considering future locations.

“We decided to launch Wok Chi because we realized there is a space in the market for fresh casual Chinese. Most people think of Chinese as fried, greasy take out that’s full of MSG and we plan to change that,” said Kanak Bal, vice president of business development for Wok Chi USA LLC. “We’re excited to have Dunn&Co. on board because of their restaurant expertise and creative thinking, and we look forward to collaborating with them on this exciting venture.”

“Wok Chi is a very interesting concept and we immediately were drawn to the opportunity to help the restaurant brand put a stake in the ground. There’s really nothing quite like it in the fast-casual arena, so we see a lot of potential for this concept. Ultimately, Wok Chi could do for Chinese stir-fry what Chipotle has done for the burrito,” says Troy Dunn, president of Dunn&Co.

About Dunn&Co.
Dunn&Co. (http://www.dunn-co.com) is a full-service advertising and marketing communications firm housed in a century-old former cigar factory near Tampa’s historic Ybor City. Dunn&Co. provides award-winning creative solutions for clients worldwide, including GE Healthcare, Zubrowka vodka, The Tampa Bay Lightning, the Island of Curacao, Tony Roma’s restaurants, Joffrey’s Coffee and Tea Co., Baxter Healthcare, the Florida Department of Transportation, Majestic apparel, and Sempermed USA. Dunn&Co. also provides pro-bono services to the ALS Association Florida Chapter to help fight Lou Gehrig’s disease.

About Wok Chi USA, LLC
Wok Chi (http://www.wokchi.com) is a fresh casual Chinese eatery that strives to reinvent the concept of Chinese food by crafting the perfect stir fry: no artificial ingredients, no preservatives, never any MSG – just the right balance of fresh vegetables and proteins nature intended. The energetic, interactive environment lets guests pick their own pace – after placing their order and seating themselves at comfortable booths, traditional tables, or the communal table, meals are brought to the table within 5 minutes, allowing guests to opt for a quick, healthy fix, or to linger longer and enjoy the contemporary décor and sight of the open kitchen. The average check at Wok Chi is under $12. Wok Chi opened its doors on May 13, 2013 in Brandon, FL and is considering future locations in the Florida market.

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