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Start for freeThe Evolution of Wow Bao and Its Culinary Journey
As the president and chief executive officer of Wow Bao, Jeff Alexander leads a team that has been instrumental in bringing the traditional Asian bao to the American market. Celebrating its 20th anniversary, Wow Bao has diversified its reach from brick-and-mortar restaurants to sports stadiums, music festivals, airports, and even grocery stores. With a presence in approximately 7,000 grocery stores and seven airport locations, the brand has established a robust footprint.
What Exactly is Bao?
Bao is a staple of Asian cuisine, a sweet dough filled with meat and vegetables, comparable in size to a tennis ball. Originating from China, these tasty morsels have been around for thousands of years. Wow Bao has played a significant role in introducing bao to the American palate, offering traditional flavors like Teriyaki and BBQ pork, as well as Americanized versions such as sausage and pepperoni pizza bao.
From Humble Beginnings to Nationwide Presence
The journey of Wow Bao began with a small 384 square foot kiosk in Chicago's Water Tower Place, where they introduced bao to the public, often giving them away to build awareness. Over time, the concept gained popularity, leading to expansion into various markets and innovative sales channels.
Innovative Sales Channels and Expansion
- Brick-and-Mortar Restaurants: With locations in Chicago, Wow Bao has established a strong local presence.
- Grocery Stores: Wow Bao products are available in the freezer section and fresh areas of select grocery stores, alongside sushi counters.
- Digital Frontiers: With a growing e-commerce presence on platforms like Amazon and Walmart, as well as a foray into web3 with digital collectibles and NFTs, Wow Bao is embracing the digital age.
- Virtual Restaurants: Partnering with other restaurants to serve Wow Bao food, the brand has successfully launched over 700 virtual locations.
- Hot Food Vending Machines: Offering hot bao in about 32 seconds, these vending machines are a testament to Wow Bao's commitment to convenience and innovation.
The Pandemic Pivot and Continued Success
The COVID-19 pandemic presented challenges but also accelerated Wow Bao's growth, particularly in delivery services and virtual restaurants. This pivot not only helped the company thrive but also supported the larger food industry during difficult times.
Future Aspirations and Global Expansion
Wow Bao has its eyes set on international expansion, with interest from markets like the UK and Mexico. While challenges such as shipping and finding local partners exist, the brand is confident in its eventual global reach.
Leadership and Teamwork: The Secret Sauce to Scaling Up
Jeff Alexander credits much of Wow Bao's success to his team's hard work and collaboration. He emphasizes the importance of hiring capable individuals, providing clear direction, and empowering them to excel in their respective roles. This approach to leadership has been pivotal in Wow Bao's impressive growth trajectory.
Community and Support in the Food Industry
The spirit of collaboration and support within the food industry has been highlighted by the pandemic, as businesses came together to navigate the crisis. Alexander encourages other leaders to offer assistance and foster relationships, as this openness can yield immense benefits, both personally and professionally.
Closing Thoughts from Jeff Alexander
Jeff Alexander's journey with Wow Bao is a testament to innovation, adaptability, and strong leadership. By embracing new opportunities and fostering a supportive team environment, Wow Bao is poised for continued growth and success in the evolving food industry landscape.
For more insights into Wow Bao's innovative strategies and the future of the food industry, watch the full interview on YouTube: The Rise of Wow Bao.
