No longer synonymous with cheap Chinese take-away, Asian cuisine in Australia is incredibly diverse – and there’s a wealth of investment opportunities available in the franchising realm. 

The sector has responded to Australians’ desire for healthy yet equally flavoursome foods that can be enjoyed on-the-go, as well as their growing interest in non-western cuisines. 

Both Bing Boy, which was established in June 2011, and stir fried noodle brand Noodle Box serve up Asian menu items, although their product offering is markedly different. 

BING BOY

Bing Boy specialises in Chinese cuisine, namely a form of street food known as ‘bings’ – traditional thin wheat omelette wraps that can be combined with various different fillings.

“Bings have been enjoyed in China for centuries, but the popular concept is only now catching on in Australia as a healthy and convenient lunch or dinner option on-the-go,” says the brand’s managing director, Ming Ma.

“Bings are a unique product that no other retailer in Australia offers, so it’s this point of difference that helps set Bing Boy apart,” he adds.

Given Australians’ positive response to the brand over the last three years, Ma says there are plans to diversify its product offering. 

He recognises Asian food has always been well received by Australians, and predicts the market will continue to grow as people seek healthier options.

“We think the Asian food market in Australia has only seen the tip of the iceberg. The Asian culture continues to be embraced across the country, particularly among young people, so we think there’s plenty of upside and look forward to significantly increasing the number of Bing Boy stores across Australia in the months and years to come,” says Ma.

“We may be a little biased, but we think street food style is the next big trend in Asian cuisine in Australia.”

He explains Bing Boy franchisees invest in a brand that is built upon a proven product offering. “Bings have been made in the streets of China for centuries, so it’s a proven concept that Australians have immediately warmed to.

“While new to Australia, [bings] have proven their popularity in China for centuries.”

There are currently 33 Bing Boy stores in operation across Victoria, Queensland and South Australia with more to come.

“We think there’s enormous potential for Bing Boy to expand our number of stores across Australia, including into new markets which remain untapped,” says Ma.

Bing Boy seeks committed, responsible franchisees that are passionate about both the brand and customer service, and he explains the business provides initial training and extensive ongoing support.

“Franchisee training incorporates an e-learning program that focuses on four chapters… and our in-store training includes an experienced store manager training franchisees and their staff in the day-to-day operations of running a Bing Boy store.

“Our support does not cease after the signing of a new store contract, but is always available to franchisees, so whether they need to speak to someone urgently over the phone, in person or via email, our head office team is always ready to help,” adds Ma.

NOODLE BOX

Noodle Box CEO, Ian Martin agrees the sector is booming, and believes it’s being driven in part by Australians’ willingness to try new foods.  

“The Asian food market, after decades of being viewed largely as Chinese take-away regardless of the province the food hailed from, has exploded.

“Mainstream Australia is now open to the subtleties and complexities of different flavours as the variety of tastes from Malaysia, Thailand and Vietnam become more widely available. This trend will continue and provides a significant opportunity for further growth,” he adds.

Looking to the future, Martin predicts people’s penchant for Asian cuisine will develop even further. “Australia is only just beginning to experience the many exciting taste profiles that Asia has to offer.

“As Australian palates continue to be exposed to these and as tastes mature we will see many more traditional dishes from countries who’s cuisine is currently readily available in Australia together with dishes from countries that remain relatively under represented,” he explains.

As its name suggests, Noodle Box’s focus is around noodle-based dishes such as pad Thai, satay chicken and BBQ sesame pork, however it’s also expanding its offering to include a broader range of products – a reflection of people’s changing tastes.

“Noodle Box has a clear strategy of providing authentic, high quality, fresh and healthy noodle based meals served by well trained and friendly team members in an inviting and relaxed restaurant environment,” says Martin.

“We continue to evolve our menu offering to ensure our guests are provided with a choice of meal options from our Classics and Favourites ranges to our limited time speciality offers and recently introduced yum cha range.”

Martin explains that there is an emphasis on ensuring each and every one of the company’s customers enjoy the “Noodle Box Experience.”

As such the brand provides franchisees with extensive training and business support tools. “Noodle Box provides both initial and ongoing training via multiple platforms, whether it be in a restaurant, at our dedicated training facility or our customised online training and communications platform – Noodle U.

“Most importantly consistent and ongoing business support is provided by our team of business support managers located within each region of operation,” he says.