Flame Broiler

When Young Lee immigrated from South Korea to Los Angeles, he loved the diverse food culture of his new city but missed the freshness and flavor of the healthy, affordable meals back home. With little money and no restaurant experience, Young and his wife, Sarah, started Flame Broiler. This new fast-casual rice bowl restaurant celebrated the Lee's Korean heritage while carrying a mission to cook tasty, healthy, and affordable food that they would be proud to feed their family.

We partnered with Flame Broiler at a major inflection point as leadership transitioned to the next generation, facing the challenge of expanding a beloved regional brand nationally without losing its local feeling. Through comprehensive research including digital eating diaries, dine-alongs, and stakeholder interviews, we identified three cultural shifts perfectly aligned with Flame Broiler's heritage: Korean culture's rising popularity, holistic healthy eating trends, and demand for menu simplicity. We developed a brand strategy that capitalized on their Korean roots and quality ingredients, creating a visual identity that leveraged their heritage while capturing the history, heart, health, and heat of the brand. Our rollout strategy navigated complex franchise structures while proving measurable impact, transforming Flame Broiler into a nationally-recognized brand ready for growth.