Rice House
Rice House is a third-generation family-owned Chinese restaurant operating two locations in Florissant, Missouri, serving North County St. Louis with dine-in, takeout, delivery, full-service catering, and signature Asian fusion menu items.
- Company typePrivate
- Founded2011
- Headquarters—
- Headcount—
- GTM typeB2C
- OfferingServices
What Rice House does
Rice House is a privately-held, family-owned Chinese restaurant operating two dine-in locations in Florissant, Missouri (8438 N. Lindbergh Blvd and 2725 N. Highway 67), serving the North County St. Louis region. Founded in 2011 by third-generation restaurateur Kenny Truong, the business traces its culinary lineage to Vinh Chop Suey, opened by Ban Truong in 1983 and continued by Vinh Truong in 1991. The menu blends Cantonese and Vietnamese traditions with American comfort food influences, featuring signature items such as oversized St. Paul Sandwiches, Philly Cheesesteak Wontons, over 20 fried rice varieties, Strawberry Cheesecake Rangoon, and standard Chinese-American entrees. Wok-based high-heat stir-fry cooking is the core culinary technology, with all dishes cooked to order.
The company generates revenue through five streams: (1) dine-in and takeout food sales at both locations, (2) online ordering via the Toasttab platform, (3) third-party delivery through Grubhub, DoorDash, and Postmates, (4) full-service catering for corporate events, weddings, and parties (including bundled event rentals such as tents, DJs, and portable restrooms), and (5) branded merchandise sold through a partnership with 1st Place Printing. Menu prices range from $2.79 for appetizers to $16.19 for chef's specials, with half/whole portion options available across most items. The business employs approximately 28 people.
Rice House primarily targets local individual diners and event hosts in North County St. Louis, with secondary segments including families/groups and local corporate customers. Marketing is driven by community event participation (Festival of Nations, Taste of St. Louis, Taste in Ferguson), earned media in regional outlets (Fox 2 News, St. Louis Magazine, PBS), SEO-focused blog content, Toasttab-enabled email specials, and rewards/gift card programs. Operations are confined to the immediate Florissant/St. Louis market, with limited geographic reach beyond catering engagements at outside venues.
Rice House firmographics
Firmographics- Name
- Rice House
- Legal name
- The Rice House
- Website
- https://ricehousestl.com
- Company type
- Private
- Founded year
- 2011
- Operating status
- Operating
- Short description
- Rice House is a third-generation family-owned Chinese restaurant operating two locations in Florissant, Missouri, serving North County St. Louis with dine-in, takeout, delivery, full-service catering, and signature Asian fusion menu items.
- Ownership category
- akta.pro rank
Rice House industry classification
Industry- Product category
- Chinese Restaurant
- NAICS
- Full-Service Restaurants (722511), Restaurants and Other Eating Places (72251), Limited-Service Restaurants (722513), Caterers (722320)
- SIC
- Retail-Eating & Drinking Places (5810), Retail-Eating Places (5812)
- akta.pro primary industry
- Ethnic & Regional Cuisine Restaurants (THAFACAD)
- akta.pro secondary industries
- Casual Dining Restaurants (THAFACAB), Asian Fast Casual (Pan-Asian, Chinese, Japanese, Thai, Korean) (THAFABAE)
Keywords
Rice House business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Personnel, Supply Chain, Operations, Infrastructure, Marketing or Sales
Revenue model
- Dine-in and Takeout Food Sales: Revenue from walk-in customers dining at either of two Florissant locations or ordering takeout. Menu includes appetizers, entrees, fried rice, noodles, sandwiches, and specialty items.
- Third-Party Delivery: Orders placed through delivery partners Grubhub, DoorDash, and Postmates for home or office delivery.
- Catering Services: Full-service catering for corporate events, weddings, parties, and gatherings. Includes buffet, seated, or passed serving options. Also offers party trays to go and event rental services.
- Merchandise Sales: Rice House branded merchandise including hats, shirts, and other apparel sold through third-party print shop.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Appetizers range from $2.79 to $10.69 |
| Unit Pricing | Pay-as-you-go | St. Paul Sandwiches range from $4.89 to $8.59 |
| Unit Pricing | Pay-as-you-go | Fried Rice, Steamed Rice, Noodles range from $8.39 to $13.79 |
| Unit Pricing | Pay-as-you-go | Chef's Specials and Combination Plates range from $10.69 to $16.19 |
| Other | Pay-as-you-go | Catering services with custom pricing |
Go-to-market motion2 records
Distribution channels5 records
Marketing channels8 records
Rice House product offering
Product offeringCore offering
Rice House operates two dine-in Chinese restaurants in Florissant, Missouri, serving made-to-order Chinese-American cuisine with Asian fusion influences through dine-in, takeout, third-party delivery, online ordering (Toasttab), and full-service catering for events. The menu features classic Chinese entrees alongside signature items including oversized St. Paul sandwiches, over 20 specialty fried rice varieties, Philly Cheesesteak Wontons, and Strawberry Cheesecake Rangoon.
Product overview
Rice House is a Chinese restaurant with two Florissant, MO locations operated by third-generation restaurateur Kenny Truong. The business operates as a unified restaurant service offering dine-in, online ordering (via Toast Tab), and delivery (via Grubhub, DoorDash, Postmates). The core product portfolio centers on Chinese-American cuisine with modern Asian fusion twists, featuring signature items including oversized St. Paul Sandwiches, over 20 Specialty Fried Rice varieties, Philly Cheesesteak Wontons, Lo Mein, Combination Plates, and Chef's Specials. Additional offerings include full-service Catering with event rentals for corporate events, weddings, and parties, plus branded Merchandise through 1st Place Printing. The menu blends Cantonese and Vietnamese culinary traditions with St. Louis comfort food influences.
Differentiator
Problem solved
Functional benefit
Products and services
- Dine-In Restaurant Service Full dine-in Chinese restaurant service at two Florissant, MO locations (Lindbergh Blvd and N. Highway 67), offering the complete menu including appetizers, St. Paul sandwiches, fried rice, noodles, combination plates, and chef's specials for individual diners and groups.
- Online Ordering Service Direct online ordering through the Toasttab platform for both Rice House I and Rice House II locations, enabling customers to place pickup and delivery orders directly with the restaurant.
- Food Delivery Service Restaurant food delivery through third-party platforms Grubhub, DoorDash, and Postmates, available at both Florissant locations for home and office delivery orders.
- Catering Services Full-service catering for corporate events, weddings, parties, and outdoor gatherings with buffet, seated, or passed serving options; party trays to go; and event rentals including bar packages, tents, tables, chairs, lighting, linens, dance floors, heaters, DJs, and portable restrooms. Rice House is the designated preferred caterer at Sunset Bluffs venue in Washington, Missouri.
- Rice House Branded Merchandise Branded Rice House apparel and accessories including hats, shirts, and other items sold through the 1st Place Printing third-party online store.
Quantifiable outcome
- Generous portion sizes described as 'almost double in size' compared to other restaurants for St. Paul sandwiches
- +2 more outcomes
Companies that use Rice House
Customer profileNamed customers4 records
Segments4 records
Ideal customer profiles2 records
Rice House technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration5 records
Feature5 records
Rice House partnerships and signals
Strategic signalPartnerships
Five partnerships are on record, tiered core and preferred.
- GrubhubcoreDelivery partnership enabling customers to order Rice House food for home or office delivery through Grubhub platform. Available at both Lindbergh and Highway 67 locations.
- DoorDashcoreDelivery partnership enabling customers to order Rice House food for delivery through DoorDash platform. Available at both locations.
- PostmatescoreDelivery partnership enabling customers to order Rice House food for delivery through Postmates platform.
- Sunset BluffspreferredDesignated as a preferred caterer at Sunset Bluffs event venue in Washington, Missouri. Chosen for excellent service and quality of work.
- ToasttabcoreOnline ordering platform provider enabling direct ordering, e-gift cards, rewards signup, and specials signup for Rice House operations.
Scale indicators3 records
Recent moves7 records
Expansion highlights5 records
Rice House competitors and assessment
Company assessmentMarket position
Competitive moat3 records
Key highlights6 records
Customer concentration
Rice House financial estimates
Financial estimateRevenue estimate
Valuation estimate
Rice House leadership team
Management profileNumber of profiles
Profiles1 record
Rice House funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Rice House M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Rice House
What does Rice House do?
Rice House operates two dine-in Chinese restaurants in Florissant, Missouri, serving made-to-order Chinese-American cuisine with Asian fusion influences through dine-in, takeout, third-party delivery, online ordering (Toasttab), and full-service catering for events. The menu features classic Chinese entrees alongside signature items including oversized St. Paul sandwiches, over 20 specialty fried rice varieties, Philly Cheesesteak Wontons, and Strawberry Cheesecake Rangoon.
Is Rice House a public or private company?
Rice House is a private company. It is classified as family owned and is currently operating.
When was Rice House founded?
Rice House was founded in 2011.
How does Rice House make money?
Four revenue lines are on record. Dine-in and Takeout Food Sales are the primary driver. The others are third-Party Delivery, catering Services and merchandise Sales.
Does Rice House have an API?
No public API is recorded for Rice House.
What industry is Rice House in?
Rice House's product category is Chinese Restaurant. Its primary akta.pro industry code is THAFACAD, Ethnic & Regional Cuisine Restaurants, with a secondary code of THAFACAB, Casual Dining Restaurants. Its NAICS code is 722511 and its SIC code is 5810.