PH'EAST Partners

Atlanta’s first Asian food hall to serve up poke bowls and bubble tea galore at The Battery Atlanta

Metro Atlanta is getting its first Asian food hall.

PH’EAST at The Battery Atlanta will bring a slew of local Asian eateries together, featuring flavors from Laotian food to Chinese bubble teas and sushi burritos.

PH’EAST is modeled after Ponce City Market but inspired by hawker markets – stalls that sell a variety of inexpensive food – on the streets of Asia. It’s part of larger food hall invasion with several popping up across metro Atlanta, including Krog Street Market, Marietta Square Market, Alpharetta’s The Daily and Colony Square’s upcoming food hall Main & Main.

“The whole idea of creating a collective was to offer something compelling to the Braves that they would give their 100% corner to because they wouldn’t have given it to any of the individual concepts [in PH’EAST] in isolation,” said David Smith, managing member of Trowbridge Partners and PH’EAST concept creator. “It gives the little guy a spot.”

The popularity of food halls reflects not only the increasing consumer demand for authentic food options but also an affordable real estate option for a rising tide of food entrepreneurs, according to new research from Cushman & Wakefield’s food halls report.

The research shows the food hall trend is not just a fad, but rather a “new normal” in real estate development. What was once just an urban trend is now also a suburban one, and the drive to offer heightened experiences for consumers is also intensifying, according to the report.

Cushman & Wakefield predicts the trend of single-cuisine food halls, such as PH’EAST, to explode in the next few years as operators have barely scratched the surface of familiar cuisines to explore, much less delved into more exotic territory.

The developers plan to open PH’EAST in the fall, likely around September, and revealed the lineup of small eateries that will make up the food hall, with the exception of one spot that’s still available. All PH’EAST operators have established locations throughout Atlanta:

  • Founded by Sevan Chan and chef Ken Yu, Poke Burri is an emporium of sorts for hybrid sushi and poke dishes from sushi pizza to sushi doughnuts, poke bowls and more creative Asian dishes.
  • Snackboxe Bistro serves savory street food from Laos, including noodles, sticky rice and savory soups.
  • Lifting Noodles is another concept by Chan and Yu that serves authentic ramen options.
  • Kung Fu Tea will serve up Chinese bubble teas, where teas are freshly brewed every three hours, according to Taiwanese tradition. The tea is mixed with milk or fruits and topped off with chewy tapioca balls.
  • The founders of Truck & Tap (Duluth, Woodstock and Alpharetta) have adapted their concept of a creative beer, wine and spirits experience accompanied by food trucks to create TAPS@PH’EAST. The result is 40 taps of craft beer, cocktails, wine and sake to complement the Asian stalls.

There are several key players breathing life into PH’EAST, which has been in the works for more than a year, including Chan, founder of PH’EAST tenants Poke Burri and Lifting Noodles; Mitch Jaffe, CEO and CFO of PREP Atlanta; Smith and Braves Development Group at The Battery. Each has played an important role in establishing the PH’EAST concept with Smith as the concept developer, while Chan brings the necessary food element and helped coordinate other leases to fill the food hall. Jaffe brings the capital needed for the project and the Braves are providing the space.

Prep Atlanta, a commercial kitchen facility serving over 150 entrepreneurial food companies, is the key investor in the project and is managing the building and design, which will cost a total of nearly $2 million by the time it’s complete.

“It’s been very collaborative,” Jaffe said. “The idea is to do something very Asian-specific and next level, so David is the creative one deciding who should be in there, and we work together to negotiate the deals. I think it’s the right idea at the right time, and people want more experiential food interaction. This will look and feel like something you may see on Buford Highway and it’s all coming right here [The Battery].”

Located near Wahlburgers, the 5,000 square-foot food hall will feature communal seating for up to 200 people, as well as to-go counters and catering options. Each roughly 450-square-foot stall will run its own operation, meaning guests will pay on the spot versus a cafeteria-style pay system, and leases are expected to last 10 years. The interior will sport mostly bright colors and Asian-inspired light fixtures reminiscent of paper lanterns. The space is wide open with the TAPS@PH’EAST bar as the centerpiece, and a covered 1,500-square-foot patio for outdoor eating is conveniently in front.

The Battery is also making progress across the street from PH’EAST with the buildout of 140-room Aloft Hotel, Silverspot Cinema and Savi Provisions, which are expected to be ready by next year. The Battery was an investment of more than $400 million by the Braves and their development partners, while SunTrust Park was built for $672 million in a public-private partnership with Cobb County. The total development of more than $1 billion is constructed over 1.5 million square-feet of land and includes restaurants, bars, hotels, the Coca-Cola Roxy Theatre, businesses, shopping and apartments that create not only a gathering place, but a community within itself.

Mike Plant, President and CEO of Braves Development Group, said cities in the U.S. and around the world have been visiting and looking at what the Braves and Cobb County did for guidance, and PH’EAST is one of the last pieces of the puzzle to create a “360-degree destination.”

“Everybody is looking at what we did. This [The Battery] is the future of sports business going forward – to do it all at once and create this transformation of a legacy destination and once again drive traffic 365 [days],” Plant said. “We’re happy to have PH’EAST. It’s really one of the last pieces left in our restaurant lineup, and we’re looking forward to getting it open.”

Source: Atlanta Business Chronicle
See original article here.

Truck & Tap Scoop for Alpharetta & The Battery Atlanta

Truck & Tap, the neighborhood pub known for rotating chef-driven food trucks and craft beer, has some news to share. TAPS @PH’EAST, is coming to The Battery Atlanta as the bar for an Asian-themed food hall; and also the Alpharetta location has added a pop up restaurant, Poke Burri, working in tandem with the rotating food trucks.

With locations in Woodstock (the original), Duluth, and Alpharetta, the Truck & Tap partners are slated to open a new bar concept, Taps at PH’EAST, coming to The Battery in Late Summer 2019. The new location will be opening at PH’EAST, an Asian-themed food hall located at The Battery Atlanta, a sports and entertainment destination.

Taps at PH’EAST will feature 30+ taps, including beer, wine, cocktails, and sake – all curated by their in-house Certified Cicerone to compliment the global cuisines.

Guests will be able to eat and drink at the Taps bar, throughout the hall’s shared seating, or under the 1,500-square-foot covered patio. The 5,000-square-foot food hall will offer a mix of authentic foods from Japan, Laos, Korea, China and Vietnam – all prepared by Atlanta’s top chefs and restaurateurs.

The new food hall, PH’EAST, was derived from a partnership between Mitch Jaffe, CEO of PREP, and David Smith, Managing Director of Trowbridge Partners. The hall will be located at the corner of Battery Avenue and Heritage Court. Snackboxe Bistro, Poke Burri, Lifting Noodles Ramen, and Kung Fu Tea are among the others that will be featured.

In addition, the Alpharetta store has a new pop-up located inside vs the traditional food truck outside.

Poke Burri, a sushi restaurant, is a new pop-up located inside the Truck & Tap kitchen at 30 Milton Avenue in Alpharetta, GA. Poke Burri goes a step above the average sushi roll by creating edible art in the form of your favorite comfort foods. The menu includes poke bowls and popular attractions like the sushi burritos, sushi donuts, and secret menu items like the sushi corn dog.

The internet sensation is currently working in tandem with regular food truck operating hours to serve a lunch and late-night menu, in addition to offerings through Uber Eats 7 days/week. Operating hours at the bar are as follows: Monday through Thursday – 11-3PM and after 9PM Friday – 11-3PM and after 10PM Saturday – After 10PM Sunday – After 9PM

If you haven’t been to a Truck & Tap, stop by and tell them Scoop sent you and follow us on social media.

Source: OTP Scoop
See original article here.



Food hall coming to The Battery Atlanta to include spots for ramen, Lao cuisine and more

Snackboxe Bistro, Poke Burri to open locations at PH’EAST food hall

The Battery is slated to get a new roster of food options this summer.

PH’EAST food hall will welcome second locations of several popular metro Atlanta eateries offering food from Japan, Korea, China and the Pacific Islands. Confirmed tenants include Snackboxe Bistro, Poke Burri and Lifting Noodles ramen, Eater Atlanta reports.

Snackboxe Bistro, which opened in Doraville in early 2018, hopes to open by September, owner Thip Athakhanh told Eater.

Poke Burri and Lifting Noodles both have locations in the Global Grub Collective in East Atlanta Village. Kung Fu Tea, which has several metro Atlanta locations including stores in Doraville, Kennesaw and Duluth, will also open in PH’EAST.

Seven Chan and Ken Yu, the owners of Poke Burri and Lifting Noodles also plan to open a Poke Burri location in the Coda at Tech Square development this year.

Also coming to PH’EAST is a bar called TAPS@PH’EAST from the team behind Truck and Tap, which has locations in Woodstock, Alpharetta and Duluth. Part of the PREP commercial kitchen facility, PH’EAST will be located next to Wahlburgers on Legends Place and across from Aloft Hotel, Silverspot Cinema and Savi Provisions, all under construction.

The 5,000 square-foot food hall will feature indoor and outdoor seating for up to 200 people, as well as to-go counters and catering options.

See the original article here.

The Battery Atlanta

The Battery Atlanta Opening a New Food Hall Called PH’EAST

Confirmed tenants include Snackboxe Bistro, Kung Fu Tea, Lifting Noodles Ramen, Poke Burri, and TAPS@PH’EAST.

The Battery Atlanta is jumping on the City’s food hall bandwagon with the opening of “Ph’east” later this year.

It will specialize in Asian food vendors, Eater Atlanta is reporting.

Confirmed tenants include Snackboxe Bistro, Kung Fu Tea, Lifting Noodles Ramen, Poke Burri, and The Taps.
The food hall will be situated next to Wahlburgers.

PH’EAST will open in September 2019, according to Eater Atlanta’s report.

It will have both indoor and outdoor seating for 100 and will be similar to the food halls in Ponce City Market and Krog Street Market.

Source: What Now Atlanta.
See article here.

Snackboxe Bistro

Lao Restaurant Snackboxe Bistro Confirms It’s Opening at The Battery Atlanta’s New Food Hall

Other restaurants at PH’EAST food hall include Lifting Noodles Ramen, Poke Burri, Kung Fu Tea, and a tap-based bar

Doraville Lao restaurant Snackboxe Bistro plans to open a second location at the upcoming Battery Atlanta food hall called Ph’east next to Wahlburgers on Legends Place. Snackboxe owner and Eater Atlanta 2018 Chef of the Year winner, Thip Athakhanh, confirmed the news and says they hope to open by September at the Cobb County complex, also home to Braves SunTrust Park.

Other restaurants opening at the hall include Poke Burri, Lifting Noodles Ramen, and Kung Fu Tea. Poke Burri and Lifting Noodles are based out of We Suki Suki: Global Grub Collective in East Atlanta Village. Kung Fu Tea has locations in downtown Atlanta and on Buford Highway in Doraville.

In addition to the food stalls, a bar called the TAPS@PH’EAST is in the works with beer, wine, sake, and cocktails on tap. The Taps is owned by Zach Yurchuck, Cliff Crider, and Mitch Jaffe of Truck & Tap beer truck, which resides at restaurants in Woodstock, Alpharetta, and Duluth.

PH’EAST, similar in set-up to Ponce City Market and Krog Street Market, plans to offer a variety of Asian food vendors, along with indoor and outdoor seating for up to 100 people.

Athakhanh says the menu for Snackboxe-Battery Atlanta features ten to 12 dishes, with two dishes exclusive to the food hall: yellow curry prawns and Lao-style grilled oysters.

She remembers first learning to make a similar curry recipe using blue crabs with her aunt at 12 years old. Athakhanh chose prawns due to their year-round availability in Georgia. The dish incorporates eggs combined with ginger, shallots, garlic, yellow curry, and other seasonings.

The grilled oysters are a favorite of Athakhanh’s husband and Snackboxe Bistro’s general manager, Vanh Sengaphone. The dozen oysters are grilled over an open flame. A special sauce is poured over the oysters right before they’re served and topped with a sprinkle of fried garlic, fried onions, and cilantro.

“We’ve been looking at expansion for several months at different locations and feel the Battery is a good fit,” Athakhanh explains. “Most of our customers currently commute from Marietta to Doraville. The Battery will be closer for them. The area is also growing.”

The food hall is located across from Aloft Hotel, dine-in theatre Silverspot Cinema, and Savi Provisions, all under construction and slated to open at Battery Atlanta next year. PH’EAST is part of PREP, a commercial kitchen facility serving over 160 metro Atlanta entrepreneurial food companies.

Eater Atlanta reached out to the developer to request renderings and to inquire about additional vendors.

Source: Eater Atlanta.
See original article here.