In collaboration with our client, we studied the current landscape of the 200 billion dollar-a-year Quick Serve Restaurant industry and the ever-increasing opportunities in a newer market sub-segment called “fast casual.” This segment has seen 8% increases annually over the past few years and was a motivating factor in positioning RICED in this market.  It was clear that a combination of how Hai wanted to present his food, the location of the restaurant in an upcoming part of town with robust large-scale business coming in, and the desire for an environment that spoke to quality would be a perfect fit for the restaurant.  The design decision from the start focussed on efficient queuing and ordering, easy pickup locations, and many seating typologies to allow single people or large groups to sit comfortably.