The first store had one grill, one rice cooker and a line out the door by 11:45. Office workers came for jeyuk and bulgogi; they came back because the banchan tasted like someone's home.
We kept the rule as we grew: no central kitchen, no reheated trays. Every store marinates, grills and packs its own boxes, and the menu is short enough to do that well.
The name is dosirak, the Korean lunch box, with 樂 — the character for joy — in place of the last syllable. That's the job: a good lunch, fast, that makes the afternoon better.