Manchu Wok hopes its street-front concept and menu sizzles

Manchu Wok is taking an open-kitchen design concept around Ontario.

The QSR has introduced its new “Street” concept, taking it to dine-in locations in Guelph and Sault Ste. Marie, and making it available for takeout or delivery. The concept launches with a new menu supported by chef John Lee, emphasizing the culinary foundations of Chinese cookery while using fresh and seasonal ingredients.

“We saw a great growth opportunity outside of our traditional food court model, [as] there was a ton of customer demand,” says Jeff Roop, the restaurant’s senior director of operations.

Roop says his team elevated the look and feel of the brand, while adding menu items for the street model while staying true to the brand’s signature dishes and flavours.

Roop tells strategy that street Manchu Wok locations had always been part of its roadmap, but that it wanted to make sure it was launching correctly, with great franchisees, high quality locations and strong branding.

Guelph was a food court location where Manchu Wok had a store for a long time, knew the market, but where a longtime franchisee retired. In Sault Ste. Marie, franchisees approached the company, letting it know that there would be a demand for a Manchu Wok location. Roop says the brand plans to open another street Manchu Wok location this fall.

Now that we’ve tested the concept, and we know it works we’re hoping to grow it rapidly over the next couple of years,” Roop says.

As the QSR’s locations are up for renewal, they will undergo a renovation with the new look, complete with new uniforms, website and packaging.

“We also have added new branding on our paid channels and social media as well,” Roop says. “Outside of our general branding, you’ll notice that our limited time offerings and campaigns will take on a different look and feel.”

The QSR also has a wrapped vehicle that drives around new markets and has partnered with universities in the area to create more awareness with students near the stores.

Manchu Wok was founded in 1980 in Peterborough, and is owned by MTY Group, a franchisor whose brands include Mucho Burrito, Cold Stone Creamery, Mr. Sub and Baja Fresh.

The design work was done internally, with Key Communications providing PR support.