Rooster and Rice

Brand Strategy
Franchise Landing Page
Franchise Lead Generation


Founded by chef Tommy Charoen and restauranteur Bryan Lew, Rooster and Rice has taken the San Francisco Bay Area by storm with its unique yet simple menu, based entirely on the Thai cuisine staple Khao Mun Gai.

In 2018, Rooster & Rice teamed up with two founders of the food delivery app Caviar (which sold to Square in 2016 and is now part of DoorDash) to expand the chicken-and-rice brand beyond the Bay Area and develop the company into a model fit for franchising.


The goal was to make Rooster & Rice the singular chicken-and-rice destination for all American comfort-food enthusiasts seeking no-nonsense meals that are tasty, chef-driven, and guilt free.


Rooster & Rice’s team is an ambitious bunch. (Each leadership member had a successful track record well before Joieful signed on!)

With 11 locations already opened and counting, Rooster & Rice wanted to “hit one out of the ballpark” in the Asian QSR franchise segment. As a result, the company’s most important task was to help franchise prospects visualize the true potential of the concept – all while illuminating exactly why customers continue to fall head over heels for a menu that, at first glance, appears pretty minimalist. (Spoiler alert: It really isn’t!)

Joieful’s core direction was to place our focus on the stealthy simplicity of the concept, including its operations, offerings, and basic customer service principles. We then translated this streamlined framework into a digital experience, ultimately building a new website for the Rooster & Rice Franchise.

The website layout was created to resemble a reader-friendly newspaper that presents useful info in a clear, digestible way. This idea was partially inspired by the Thai tradition of serving Khao Mun Gai wrapped in old newspapers. It also reflects the concept’s honest, unadorned packaging as well as its straightforward interior design, all carefully crafted to help prove “simple” doesn’t have to mean “boring” or “plain.”