The family behind River City Diner will soon be slinging teriyaki bowls farther west in Midlothian.
Restaurant chain Teriyaki Madness is planning to open a location at Winterfield Crossing in October. The new-to-market concept is franchised by Mike Fleck, owner of River City Diner, and his son-in-law Jared Shanks.
Shanks described Teriyaki Madness as a fast-casual Asian concept. The chain offers rice and noodle bowls that feature chicken or other proteins as well as vegetables. He said the restaurant’s bowls run about $9 to $11.
“It’s teriyaki chicken that’s amazing. For me it’s like Chipotle but Teriyaki Madness-style where you can get a mix of everything,” he said.
The upcoming Teriyaki Madness is planned to have eight to 10 four-top tables in its 1,600-square-foot space. Shanks estimated that about $500,000 would be invested in the buildout.
Shanks is the managing partner of the franchise that he co-owns with father-in-law Fleck. Shanks said they landed on the Winterfield Crossing space at 14273 Winterview Parkway because they liked what they saw and wanted to get in early at the mixed-use development taking shape on Midlothian Turnpike near its interchange with Route 288.
“We’ve been seeing that growth, starting with Aldi and the (Virginia Credit Union) and the Gather spot,” Shanks said. “We thought this would be the perfect little community in a year or so.”
The franchisees have their eyes on Short Pump and the city as potential areas for additional locations, Shanks said.
Shanks is the kitchen manager of River City Diner at 11430 W. Huguenot Road. While he plans to step back from the diner to focus on Teriyaki Madness, he said that Fleck plans to continue to run River City Diner.
Shanks said he pitched his father-in-law on the idea of a new concept they could go in on together. After they considered a few options, they decided on Teriyaki Madness in part due to its recent growth and what they felt was a supportive corporate headquarters.
“We connected with a family friend who is a franchise broker who turned us on to a couple places, but Teriyaki Madness was the one that stood out to us,” Shanks said.
The Winterfield Crossing spot is expected to be the brand’s first in the Richmond region. It also has a location in Virginia Beach.
The upcoming restaurant will fill the space formerly occupied by a short-lived Burgerim outpost. Burgerim franchisee Joey McCullough wanted to reopen the spot with another burger-focused franchise, but those plans didn’t materialize.
Zach Hernandez of S. L. Nusbaum represented Teriyaki Madness in lease negotiations.
Founded in 2003, Teriyaki Madness started to franchise in 2012 and has more than 110 restaurants in North America, the majority of them in the United States, per its website, which also lists about 60 upcoming new locations.
The company says on its website that the initial investment in a new restaurant ranges from $346,000 to $768,000. The franchise fee is $45,000 for a single location.
Teriyaki Madness is one of the latest tenants to carve out a space at Winterfield Crossing.
The local franchise of Fleet Feet plans to open a new location at the development this fall. Other restaurant tenants at the development include Qdoba, Starbucks and Four Seasons. Wong’s Tacos plans to open a location at the development. Triple Crossing Beer also has a presence at Winterfield Crossing.
The Blackwood developed center is a true mixed use concept. Guy Blundon completed 230 units of apartments there and with Blackwood is soon to begin construction on 250 age restricted apartments backing up to the tracks. (There are only a couple of trains each day.)
it’s been very successful because the residential portion was part of the original plan and not an after-thought as we see elsewhere at suburban centers. Housing and services should be developed contiguous.