Centuries-old street food makes it 'bing' in Australia
Founded by 31-year-old Ming Ma, Bing Boy combines a traditional Chinese street food with a modern franchise model. Under Ma’s guidance, Bing Boy has expanded to 30 stores in just under 3 years and is keen to open more.
The Bing Boy Managing Director shares the success of the brand and its plans for the future.
QSR MEDIA: How would you describe Bing Boy the brand?
Ming Ma: Bing Boy the brand is all about the 'theatre of street food' and taking Australians on a virtual travelling experience through Asia. We are honest, raw and edgy, but also a little cheeky and not afraid to have a little fun. Bing Boy's success is also due to the unique experience that it offers customers. Purchasing a Bing is not just about filling a hungry stomach; it's about exploring different Asian cultures and enabling people to momentarily be taken away to places like Beijing, Tianjin or Shanghai where Bings are massively popular. It's about buying an experience that no other Australian food retailer can offer.
QSR MEDIA: What are your top 3 goals for 2015?
Ma: In 2015 Bing Boy is continuing to work towards its ultimate vision to establish a national franchise network committed to providing the best urban Asian street food experience in Australia. So there is not three main goals but one main vision we are working toward.
QSR MEDIA: What differentiates you?
Ma: For us it's more about being distinctive, rather than different. We are distinctive in the industry with the design of our stores, the 'theatre' of watching your meal being made right in front of you, our tone of voice and conversations with consumers (which we like to call our bing ling-o), and in bringing a food to this country that was almost completely unknown to Australians before we came along.
QSR MEDIA: What are some of the challenges do you think the industry is facing?
Ma: Consumers are increasingly looking for healthier food options, and in turn the industry faces a challenge in finding "healthy" options to offer consumers at the same time as shifting long-term associations that consumers have between "unhealthy" and fast food generally. Brands that can offer consumers those healthy options at speed and with the right price point will continue to win market share from those that don't. Another challenge is catering to the growing demand from consumers for menus that adapt to their individual taste, and ordering and delivery systems that move with them and their mobile phones instead of the traditional "come to us" systems. Some brands are already making changes to cater to these demands, and it is up to others in the industry to follow suit and find ways to do this whilst remaining cost-effective.
