A Korean fried chicken concept popularized in Los Angeles will find its way to River Park Shopping Center courtesy of four friends well-versed in the Fresno market.

Though the opening date is yet to be set, Jesse Boy will open near Regal’s IMAX theater by the end of September, said co-owner Ajay Hira.

The restaurant, which began serving fried chicken and cauliflower in L.A.’s farmers markets, offers chicken wings, tenders, sandwiches, fries, salad, and rice. The cauliflower, cooked similarly to the chicken, is completely vegan, Hira said. A dedicated fryer and wok keep the vegetable separate from the meat.

“We wanted to create a restaurant that welcomes everyone, which means it accommodates everyone,” Hira said.

Fried Cauliflower, Fried Chicken

Fans of Yogurtland will be familiar with Jesse Boy’s ownership group. Yogurtland has two Fresno locations, one in River Park and another at Marketplace at El Paseo.

“We know Fresno’s open to new food, and Korean fried chicken just sounded so good,” Hira said. “Everybody loves it. Our team at Yogurtland loves it. We’ve already brought them some of our Jesse Boy and they love it, so we thought it’d be a good fit.”

Hira said they take a day-and-a-half to prepare the chicken and the cauliflower before it goes in the fryer. He said people eating the cauliflower often are convinced they’re eating chicken.

“It’s a great place if you want to convert somebody (to being vegan),” he said.

Supporters of Children’s Hospitals

Jesse Boy’s name comes from business partner and chef Jesse Cho. The four owners — Cho, Hira, Kevin Kleinberg, and Jonathan Choe — divide duties.

One day, Cho invited the team over to try what he’d created and they all wanted to take it commercial. They began serving it at pop-ups and farmers markets throughout L.A. and the San Fernando Valley. Jesse Boy then opened in Santa Monica.

Hira said their businesses are big supporters of children’s hospitals in the L.A. area and plan to do the same with Valley Children’s Hospital.

“It means a lot because Fresno’s always been really, really kind to us and we want to bring something new. But we also want to make a difference in the community,” Hira said.