Teriyaki Madness brings fresh, fast Asian cuisine to Wilmington’s Concord Pike

                   Brandon Holveck, Delaware News JournalPublished 6:04 a.m. ET July 17, 2019 | Updated 7:40 a.m. ET July 17, 2019

 

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The rapidly expanding Japanese fast-casual restaurant chain Teriyaki Madness is coming to Delaware.

The restaurant will be located in a new building at 3311 Concord Pike in Wilmington. The site was formerly occupied by a Wings To Go.

“I feel great about this product because everything is served fresh,” said Jignesh Patel, who owns the store with his wife Roshni. “There is a lot of focus on healthy eating. This is something that offers that.”

A sample of the food offered at Teriyaki Madness, a new fast-casual Japanese restaurant coming to Concord Pike in the fall. (Photo: Courtesy of Teriyaki Madness)

Patel said he hopes to have the store open by the end of October but would like to have it open before Thanksgiving at the latest.

Teriyaki Madness currently has 58 locations nationwide. It expects to add more than 50 new shops by the end of the year, according to its website.

The ordering process will be familiar to any regular Chipotle or poke customer. You start by choosing a protein such as chicken teriyaki, tofu teriyaki or orange chicken, then add a base (rice or noodles) and toppings such as stir-fry vegetables.

A sample of the food offered at Teriyaki Madness, a new fast-casual Japanese restaurant coming to Concord Pike in the fall. (Photo: Courtesy of Teriyaki Madness)

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The meal is prepared fresh after each order is placed. Patel said every item, including their sauces, are made in house.

“It’s not one of the traditional Asian food places where you go in and everything is out,” Patel said.

The menu also features side dishes including eggrolls, edamame and chicken potstickers.

Teriyaki chicken near the University of Washington in Seattle served as the founder’s initial inspiration.

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They took what they call Seattle-style teriyaki chicken to Las Vegas where it slowly gained traction until its current CEO and owner Michael Haith acquired the company in 2016. Haith, with experience at national brands such as Maui Wowi Hawaiian Coffees & Smoothies and Doc Popcorn, spearheaded franchise expansion.

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Teriyaki Madness, a fast-casual Japanese restaurant, will be located in a new building at 3311 Concord Pike in Wilmington. (Photo: Brandon Holveck/The News Journal)

In the past four years, Teriyaki Madness stores have averaged slightly more than $1 million in gross sales. Sales increased 12% on average in each store from 2017 to 2018.

“It is fairly unique,” Patel said. “Obviously there is Asian food around here — the closest competitor I’d probably say is Panda Express. We felt really, really good and comfortable about the team and product.”

Patel worked in accounting and finance for 10 years. One of his first jobs was at a McDonald’s while in high school. His wife Roshni worked at Dunkin’ Donuts with family who owns a few Dunkin’ locations.

The Middletown residents are excited for a new challenge.

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