Former equity trader turned restaurant owner (and McDonald's challenger)

Brian Goldberg, a former TV reporter, Olympic luger, and equity trader, owns Mr. Bing in NYC. But what exactly is a bing? Americans aren't really sure...

There's also a trendy street food making waves in New York City that goes by many borrowed names as locals try to wrap their tongues around it. Is it a Chinese burrito? A Chinese Dosa?...

"People call it different things. But we really want to teach people it's a bing," said Brian Goldberg, founder of the Mr. Bing eatery.

Call it the Bing Mac attack if you want — a Chinese answer to McDonald's all-day breakfast — the jianbing, as it is known in China, is a traditional savory Chinese breakfast crepe folded up into a sandwich. The original Beijing style is a mung bean, rice and white-flour crepe coated with scrambled egg, sesame seeds, scallions, hoisin sauce, crispy chilli paste, cilantro and packed with crunchy wontons — newer meat versions include barbecued pork, peking duck and drunken chicken.

Goldberg even has people asking to franchise the business.

Sounds like an interesting concept, I'd be down to try a bing some time. Have any of you tried one and/or been to Mr. Bing in NYC? What's your review if you have?

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