Broken Rice is a modern vietnamese fast-casual restaurant (think Chipotle, Pei-Wei, Panera style of service) with a Californian sensibility. The restaurant will appeal to health conscious diners in an unpretentious way, and we will provide a fresh, inviting and playful atmosphere with modern touches and a youthful vibe. The menu will consist of Pho (vietnamese soup), Bahn Mi sandwiches, and a few rice entrées.
The target audience is "millennials" 18-35 year olds. Some brand words that might be helpful are Energetic (inviting, hip, engaging), Authentic (vibrant, bold, balanced, honest), Modern (creative, unique, approachable) & Crave-able (habitual, everyday).