THE RICE BOX - ORIGIN
By John Peterson — Founder and CEO of The Rice Box
The Rice Box started as a food truck, November, 2011 as a place to grab great Chinese takeout (our Beta Menu 1.0 at the time) and hang out in our cars on the street. Inspired by the world of Blade Runner (especially Scene 3 at the White Dragon Noodle Bar).The Rice Box has morphed into what it is today: a world built from everything we’re passionate about.
Movies. Cars. Anime. Music. Nerd core. Community.
And most importantly, bad-ass Chinese takeout.
From the very beginning, the mission has been simple but ambitious:
Evolve into THE Chinese takeout bar from the future.
evolution
Every version of The Rice Box has been a step toward that idea. Each iteration is a new chapter in the build pattern:
Type_RB:01 – Greenway Plaza
The food court origin
Type_RB:02 – Heights
The first full brick-and-mortar
Type_RB:03 – River Oaks
The high-velocity flagship born in the pandemic
Type_RB:04 – Rice Village
The largest and most immersive interior yet
Type_RB:05 – Hedwig Village
Compact, efficient, and cinematic
Type_RB:06 – TOP SECRET
A project currently under development…
Each one bringing us closer to the long-term vision.
Here on Transmissions, you’ll also be able to explore these builds, the historical prototypes, the architecture, and how each evolution connects back to that original vision.
TRANSMISSIONS
Transmissions is our way of opening that world up.
Social media gives you flashes of what we do: A photo, a clip, or a new drop but this is where we slow down and talk about the work, the people, and the thinking behind it all.
You’ll hear from me, our crew, and the people who help build The Rice Box from the inside out . From the food to the design table, from the car culture to cinematic tie ins.
WHAT TO EXPECT
- New prototypes and what we’re building next.
Menu evolution and the return of fan favorites.
Brand evolution and atmosphere – from fabrication to design.
The car culture that’s our DNA.
The technological bridges between the physical and digital worlds and how The Rice Box exists both in real life and in the growing digital realm.
The stories, struggles, and moments that shape this universe.
THE TIME IS NOW
After more than a decade of building (almost 15 years!), it feels like the right time to open the doors a little wider. Transmissions is for everyone who’s ever wondered how this thing actually works — where the ideas come from, how they connect, and what drives us to keep pushing.
It’s also for the people who’ve been here since the beginning, the ones who lined up at the truck, watched the evolution of the neon glow in real time, and felt the vibration of cars pulling up for takeout.
This isn’t a marketing feed or a press release. It’s a living log of The Rice Box, a collection of stories, media, and evolution of The Rice Box across both worlds.
Thanks for tuning in
— John Peterson
