Hibachi in a Box, Dreams on the Rise

How one Las Vegas chef turned a pandemic setback into a fast-growing food brand loved for its flavor, heart, and hustle.

On a warm evening in Las Vegas, as neon lights begin to glow and the city hums with its usual energy, customers wait eagerly outside a small storefront tucked between strip malls. The smell of sizzling steak, garlic butter, and soy sauce drifts onto the sidewalk. Inside, cooks move with practiced rhythm over hot griddles, sliding tender chicken and shrimp into takeout boxes piled high with vegetables and fried rice. There is no clanging of spatulas or onion volcanoes here, no forced small talk with strangers at a shared table. Instead, Vanilla Rice Hibachi offers something simple but powerful: the hibachi experience made easy, portable, and personal.

For founder Zach Tholen, who just turned 29, this scene is the result of years of determination, a little serendipity, and a whole lot of grit. Vanilla Rice Hibachi is more than a restaurant concept. It is the culmination of a teenager’s hustle, a pandemic’s challenge, and a father’s dream to build something lasting for his family.

From Dishwasher to Dreamer

When Zach first walked into a hibachi restaurant at 15, he did not know it would define the course of his life. He was just a teenager looking to earn money for summer school when his mother introduced him to a family friend who needed help in the kitchen. His first role was as humble as it gets.

“I remember I went to my boss asking for a raise, and he told me, ‘Dishwashers don’t get raises,’” Zach recalled with a laugh. “That stuck with me. I thought, okay, then what do I have to do?”

That moment lit a fire. Instead of quitting, Zach began adding value wherever he could. He peeled shrimp for hours, chopped vegetables, and observed the chefs at work. By 17, he had worked his way onto the grill, cooking for guests with a mix of nerves and excitement. At 19, he became head chef. By 23, his skill and ambition had him running full tables at Las Vegas resorts.

It was a steady climb, each new role showing him that hard work opened doors. But when the pandemic hit, everything shut down. Hotels were closed. His tables were empty. Zach was left with a choice: wait it out, or try something new.

Reinventing Hibachi in a Crisis

“I thought, what’s next?” Zach said. “I couldn’t go back to the hotels. Everything was closed. So I asked myself; What if I just sold plates on my own?”

That small idea became the seed of Vanilla Rice Hibachi. He started cooking out of borrowed spaces, selling meals directly to customers who missed restaurant-quality food during lockdowns. The concept was simple yet genius: hibachi flavors packed into one convenient takeout box. No waitlists, no group seating, just comfort food delivered in a way that fits modern life.

Word spread quickly. Social media, particularly Instagram and TikTok, amplified his reach far beyond his immediate circle. Videos of sizzling steak and golden fried rice drew thousands of views. Customers lined up to try it, and soon Zach realized this was more than a temporary hustle.

Building a Brand on Hustle and Heart

Opening a restaurant is never easy, especially without deep pockets or investors ready to write blank checks. Zach had to be resourceful.

“One of the biggest challenges was not having a lot of money to start,” he explained. “I had to team up with people who had what I needed, like a food truck or an existing space. But not everyone has the same goals or mindset. Finding the right team, people who align with your vision, that was tough.”

Over time, Zach learned the importance of surrounding himself with partners who respected roles and contributed their strengths. He laughs when describing the chaos of too many “chiefs” in the kitchen. “Everybody needs to know their position,” he said. “I am not going to do computer stuff, and my partner is not going to hop on the grill. We each do what we do best, and that is how it works.”

That focus on teamwork and clarity helped Vanilla Rice Hibachi stabilize. Today, the brand has two Las Vegas locations, one on the east side and one on the west, and is already laying the groundwork for more.

Hibachi Without the Show, Flavor Without the Wait

The brilliance of Vanilla Rice Hibachi lies in its balance between tradition and innovation. Hibachi, by definition, is as much about performance as it is about food. But Zach saw that many people wanted the flavors without the fanfare.

“Not everyone wants to sit with strangers at a hibachi table,” he said. “Some people just want their fried rice, vegetables, and protein in one box. That’s what we do.”

Each order comes with the classic hibachi staples, freshly cooked and seasoned with the same care you would expect from a high-end restaurant. The portions are generous, the flavors bold, and the convenience unmatched.

Customers can order takeout for a solo meal, pick up dinner for the family, or book catering for larger gatherings. And unlike many restaurants, Vanilla Rice Hibachi has built its success not through word-of-mouth alone but by mastering the art of digital connection.

Social Media as the Secret Sauce

If Zach’s food is the foundation of Vanilla Rice Hibachi, then social media is the rocket fuel.

“Honestly, 90 percent of our customers find us on social media,” he said. “Even if they search us on Google, it’s usually because they first saw us on Instagram or TikTok.”

His behind-the-scenes videos, sizzling plate shots, and authentic personality have made Vanilla Rice Hibachi a viral favorite in Las Vegas. At a time when many restaurants struggle to get noticed, Zach has built an engaged following that translates likes and shares into real sales.

“I don’t think I’d be afloat without social media,” he admitted. “It took me to a whole new level when I was starting out. Now, with what we’ve built, I think we could survive without it, but it was a game-changer in the beginning.”

Why He Keeps Going

For Zach, what drives him has shifted over time. In the early years, it was about chasing the next challenge, the thrill of leveling up. Today, his motivation is more personal.

“My family, my daughter, my girl, they are what drive me now,” he said. “Before, I was just chasing what’s next. Now I’m building something solid for them.”

Still, the thrill of growth has not left him. In the next year, he envisions more catering gigs, additional storefronts, and a social following that crosses 100,000. He wants Vanilla Rice Hibachi to become the go-to brand for hibachi on the go, not just in Las Vegas but eventually in other states as well.

More Than Just Food

Beyond the boxes of chicken and steak, Vanilla Rice Hibachi represents something bigger: the idea that success can be built by doubling down on what you know.

“I was 23 years old and I didn’t know what I wanted to do with my life,” Zach reflected. “Then I heard Gary Vee say you have to double down on what you know. I realized I already had this skill, this love for cooking hibachi, and I just leaned into it. You don’t always need college to start a business. If you are good at something, really double or triple down on it, and you can make something out of nothing.”

That advice is especially powerful for young people in his community who may feel stuck. Zach’s story shows that ambition, resilience, and creativity can carve a path where none seems obvious.

A Local Favorite with Lasting Impact

In Las Vegas, where dining options are endless and competition fierce, Vanilla Rice Hibachi has carved a space of its own. Customers love it not just for the food but for the story behind it. They see a young chef who started as a dishwasher and built something meaningful from scratch. They see a family man working hard for his loved ones. And they see a brand that makes hibachi accessible, fun, and uniquely local.

The boxes of hibachi are more than meals. They are symbols of resourcefulness, perseverance, and the joy of sharing good food without barriers. In a city known for over-the-top dining experiences, Vanilla Rice Hibachi proves that sometimes, simple is what people crave most.

A Future Full of Flavor

As Vanilla Rice Hibachi grows, Zach’s vision remains rooted in gratitude and possibility. He knows there will be challenges, but he embraces them with the same determination that pushed him from dishwasher to head chef.

“I was blessed to find what I love in life,” he said. “And now, I just keep building on it.”

For those in Las Vegas, the next time the craving hits for sizzling hibachi, there is a place that offers it without the wait, without the performance, and with all the flavor. Vanilla Rice Hibachi is proof that dreams can be cooked up, plated, and shared one takeout box at a time.

Find them at vanillaricehibachi.com, on Instagram @VanillaRiceLV and TikTok @VanillaRiceLV, and follow Zach’s personal behind-the-scenes journey at @RealVanillaRice.

This feature is part of The Business View Journal’s Local Spotlight Series — your trusted source for discovering the best small businesses in your community.