Mr Bing Is Making Chinese Street Food Popular in America

True Treps are following their dreams and taking risks to create innovative companies. To capture these visionaries, Elliot Productions, a division of The Elliot Group, is traveling across the country to document the entrepreneurs who are making an impact on our industry, capturing not only their unique visions, but also their personal and professional journeys. The passion, creativity, risks, and, surprises – come be inspired with us as we meet the people behind the emerging brands: the True Treps.

In this episode of “True Treps”, we meet Brian Goldberg, the founder of Mr Bing. This fast-casual food concept specializes in traditional Northern Chinese street crepes, known as ‘jianbing’. Goldberg, a former television reporter and banker, fell in love with ‘bings’ when he was a student in Beijing. As a result, Goldberg came up with the idea to introduce his favorite food to America.

Mr Bing has found a successful home at Urbanspace Vanderbilt, a bustling food hall in Midtown Manhattan. “The challenging part is property,” Goldberg says. “Finding good real estate at a price that works in your business model for profitability.” Goldberg and his team have plans to expand Mr Bing in New York City’s Chelsea and Flatiron neighborhoods. Mr Bing won the 2016 Vendy Award for Best New Street Food.


For over thirty years, The Elliot Group has remained the nation’s leading retained executive search and strategic consulting firm to the food service, hospitality, manufacturing, and retail industries. Given The Elliot Group’s leadership role in various industries,  they have always been committed and on the leading edge of sharing the stories of many of today’s positive activists and innovators.  www.theelliotgroup.com

Under the direction of former television news producer Eric Herbst, Elliot Productions’ True Treps series is uniquely positioned to understand and profile the fundamental challenges that entrepreneurs and organizations face at every stage of the business lifecycle. True Treps brings a deep understanding of the motivations and talents of individual leaders and the great companies they are building.