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Rainbow Asian Cuisine, Johnson City’s Asian Breakout Success, Announces Franchising


Restaurant has thrived in hyper-competitive, high-pressure environment since 2011

JOHNSON CITY, TN June 16, 2022 /PRNewswire/ — Jeffrey Beach, President and CEO of Rainbow Asian Cuisine ( announced today his contemporary casual Asian restaurant concept has entered the franchising arena. Rainbow Asian Cuisine, which opened its doors in 2011 on Johnson City’s North Roan St., is uniquely positioned to capitalize on Asian food’s status as the fastest growing segment in the contemporary casual category.
Tom Kah soup made with coconut milk, Thai chili, slices of seasoned chicken, and fresh Cilantro
Rainbow Asian Cuisine in Johnson City, TN




“While building Rainbow Asian Cuisine certainly has been a labor of love, I’ve always brought an analytical eye to the process, and a vision for Rainbow Asian Cuisine as a franchising opportunity and a national brand.  We’ve worked diligently to prove our concept and work through every aspect of our business,” observes Beach.  “What’s exciting for everyone is Rainbow Asian Cuisine hasn’t even begun to tap into what’s possible using Asian ingredients and food traditions.”
Rainbow Asian Cuisine builds on familiar offerings including fresh soups, noodle entrées, and stir fry’s and elevates them into something extraordinary. While Rainbow Asian Cuisine sometimes pushes the envelope on “what Asian food is,” everything is rooted in the superb techniques and combinations that have stood the test of time. Beach’s family has a proud dedication to providing exceptional food quality. This longstanding excellence is evident in everything that is served.
Beach’s concept is perfectly attuned to smart, demanding customers who are increasingly seeking out a wide variety of Asian flavors, but who often don’t have a great deal of time. Whether they’re eating out or preparing meals at home, Rainbow Asian Cuisine has met the challenge with unique, freshly prepared options.
Points of differentiation:
  • A far-reaching brand concept along with proprietary flavor profiles:  This dramatically distinguishes Rainbow Asian Cuisine from everything else out there—and position the company as a long-distance runner.
  • A full day of menu options centered on Asian food:  Lunch and dinner with an extensive wine and cocktail offering — including specialty desserts, coffees, and teas in-between give potential franchisees an invaluable full day of potential revenue.
  • Handmade, fresh sauces:  These are what make practically every Rainbow Asian Cuisine menu item stand out from the competition. They’re made on the premise, with recipes and techniques that are difficult, if not impossible to replicate elsewhere.
  • Specialty coffees, teas, and cocktails:  Whole lychees, fresh ginger root, and cinnamon bark are just a few ingredients that impart a distinctive flavor to the signature hot and cold beverages that bring customers back day-in and day-out, and sometimes back in the same day.  This category has become all but essential to the profitability of contemporary casual restaurants.
  • A better vibe:  Rainbow Asian Cuisine’s design aesthetic provides customers with an atmosphere that resembles a comfortable café or wine bar where they can relax and unwind.  This makes Rainbow Asian Cuisine a more viable destination for dinner and for people who simply want to escape the office or the house.


Influencers and Decision-Makers are already won over:


Influencers and decision makers who watch the food shows, blog, Tweet and talk on Yelp know that great things seldom happen when random ingredients are simply thrown into a salad bowl or between two pieces of bread. Rainbow Asian Cuisine is all about quality ingredients, but it’s also about taking the extra steps, such as last-minute flash cooking ingredients to add important extra layers of flavor, that make all the difference.
Fiscally fit:
Since its establishment in 2011, Rainbow Asian Cuisine has been able to offer extraordinary food in a dramatically more attractive setting while maintaining efficient food and labor costs that are enviable within the industry. Rainbow Asian Cuisine is the perfect marriage of President Jeffrey Beach’s dollars and cents practicality gained from his methodical, pragmatic approach to process control—and the acumen he gained as a Kettering University Engineering graduate.
About Rainbow Asian Cuisine:
Established and headquartered in Johnson City in 2011, Rainbow Asian Cuisine (Rainbow Asian LLC) is a contemporary casual Asian restaurant concept that offers lunch, dinner, and late-night options that are prepared fresh daily, directly on the premises.
About Jeffrey Beach:
Jeffrey Beach’s passion and ambition has been to dramatically expand the breadth and quality of Asian food in America. After extensive traveling during a successful Engineering career based in the Detroit metropolitan area, he relocated to Rayong, Thailand at the behest of a French, Tier 1 automotive supplier.  During his 8 year stay, he gained a passion for Asian cuisine and articulated a comprehensive business plan for a contemporary casual Asian restaurant.
Jeffrey Beach
(423) 232-6688
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