Campusfork.com founder Rayfil Wong in South China Morning Post

Campusfork.com founder Rayfil Wong in South China Morning Post

Thursday afternoon, a reporter called me for an interview for South China Morning Post

So on Friday I got my mug + story in the newspaper. I am thankful to get some much needed press for Campusfork.com

Did someone say free? 5 more days until Long John Silver’s gives out free baja fish taco. {Click here for details}

In the seedy Wan Chai district in Hong Kong, hundred of people are overflowing from the bars because of a big soccer game aired in the early morning.

I decided to give Ebeneezer another try. This time, I tried the fish curry. Served on a black plastic to go dish, the deep orange red hues from the curry seaped into the pillowy rice. Tender white fish was a delight. Although I wished that the curry had some vegetables, the sauce delivered a flavorful savory sweet combination that excited my palate.

{click for address + food photos}

After investigating Hong Kong food scene for over a month, I have discovered that streets are filled with noodle houses. But, not all are good.

A local friend introduced me to Dumpling Yuan, a dumpling house located near Lan Kwai Fong specializing in this popular dish. Arriving piping hot, the squash and pork noodles delivered. The dumpling skin was thin enough so that the meat filling would play center stage. Cooked al dente, the noodles and a rich flavored soup broth rounded out the meal.

We also ordered an order of pork and cabbage dumpling. Quickly dunked into black vinegar for slight tartness, the dumpling was on par. I said to myself “I can eat a few orders of this.”

The well kept interior is modest with wooden tables. After a night after socializes with friends at the pubs, dumpling is a great comfort food choice.

{Click for address and food photos}

Disney never stops to extend its product line. And now, kids can wake up to eggs shaped in Mickey Mouse ears. Awe… how cute!!!

CNN Money wrote a great article about Nobu detailing his experience surviving bankruptcy and a restaurant fire.

The article highlights Nobu’s resilience, patience, and perseverance.

From this article, I learned that patience is key. He worked as a dishwasher for the first three years at a restaurant before even given the opportunity to cook. A few years ago, I tried to be a sushi waiter. I lasted only a few months, so I applaud Nobu.

I have been to Nobu’s restaurant in Beverly Hills (Matsuhisa) a few years ago. Their yellowtail (hamachi) was buttery with sea-sweet tones. His signature miso cod demonstrates the perfect marriage between sweet notes from miso with buttery meat. Flaky tempura ended a great meal. My lunch meal ended up costing $100 but it was worth it. The food quality was parallel to great restaurants in Tokyo.

A few quotes to share, especially for entrepreneurs.

{“There is no birth without pain.”} +
{”It is not how many times you fall, it is how many times you get up.”}

Food product placement is nothing new to Hollywood. While working for Anheuser Busch Budweiser in 2001, I worked in marketing campaigns including Rush Hour 2. A Budweiser banner was on top of a taxi cab in a movie scene.

Product Placement can include not only the product on screen but integrating the product into dialogue. When producers needed funding for a film, finding advertisement is a way to get funding.

Product Placement and Amount Advertisers paid

My Top 3 Dump Lines

1. “The bad economy forced me to layoff my job as your boyfriend.”
2. “It’s not you, it’s me.”
3. “I need to to find the meaning of life.”

Zagat, the popular restaurant guide, is now creating buzz with a guide book that rates the best places to dump your significant other. (Read ABC News Article) Currently, only Los Angeles and New York City dump guides are available. (town of busy actors/models)

Click here for more info on Zagat’s Dump guide.

Zagat was started by husband and wife team Tim + Nina Zagat in 1979.

Zagat’s Mission Statement. (source:Zagat.com)

“Our Mission Statement To be the most trusted, useful, up-to-date, fun-to-read source for quality dining, travel and leisure activities, enabling savvy customers to share their experiences, make smart decisions and take action. ”

My verdict.I started using Zagat during my college days at UC Berkeley. I like the guide because it breaks down critical sections such as food/decor/service/cost.

but..

On a recent visit to Sushi Zone in San Francisco, their Best Sushi guide rated this restaurant very highly. Instead, I experienced hand rolls with fish falling apart and the 1.5 hour wait was not worth my visit.

Tip. Cross reference a restaurant with other sources such as Citysearch and Yelp. If you use Yelp, read reviews from people who actually have eaten at a few places.

While Open Table has scaled to international cities such as Hong Kong, I think that the website will have a hard time maintaining growth. The site mainly caters to a niche type of client, mainly high end restaurants.

In this economy, high-end restaurant sales will see a decline while QSR (quick service restaurants) such as sandwich shops (Subways, Quiznos) + pizza restaurants (Pizza Hut, Dominos) will continue to do well in sales.

I tell restaurant owners, the magic number is $10 and under.
Patrons are looking to get a meal under $10. No mess, no fuss.

Doritos Power of Crunch

Budlight Conan O Brien Swedish

Pepsi Refresh Anthem

Free Doritos

Pepsi Max I’m Good

Budlight meeting

Denny’s “Thug”

Coca-Cola Avatar

Miller’s One Second Ad

Coca-Cola Heist

Budlight Lime Sphere Summer

Budweiser Clydesdale Generations

Reaching into the archives, Superbowl Commercials in 2007 rocked the house.
The Budlight commercial with the face slap is a classic.

Many of the commercials are food related. Many food commercials do not even highlight the food products but instead simply entertain.

Funny Doritos Super Bowl Commercial – 2009

Taco Bell Super Bowl Commercial -2008

As much as I enjoy watching football, the creative Super Bowl commercials are what I look forward to. According to recent article in Forbes titled “Best and Worst Super Bowl Ads,” many of the companies hope to create buzz. (note: Forbes article showcase commercials)

With the advent of the internet, Super Bowl Ads often provoke enough curiosity, directing their customers to their website for more content. Each Super Bowl Ad can average around $100,000 per second.

My favorite is the Doritos commercial I posted. Injecting humor and silliness, the commercial made me chuckle for a second.

Ad Cycle

First Base: Entertain + communicate message
Second Base: Create Buzz + Curiosity
Third Base: Provide More Content on Website
Home Run: Identify with brand, customers make a purchase

Trendy San Francisco lifestyle magazine 7 x 7 released the Big Eat SF: 100 Things to Try Before You Die.

With its caramelized coating, the dry fried chicken at Sun Tung as well as the inventive Seven Course of Beef at Pagolac are great picks.

Missing the mark, the pork ramen at Katana – Ya is really not worth trying.

As a frequent traveler, I would still have to vote San Francisco as one of the top culinary hot spots. The worst, London.

Comment, how many of the 100 have you tried?

Campusfork recently interviewed Jeremy Stoppleman Yelp CEO.

Rayfil: “I have gotten messages about my posting on the Yelp lawsuit. A member suggested that Yelp have a features in which owners can directly respond to member comments. Would Yelp consider this?”

Jeremy: “We’ve considered it and I don’t have a definitive answer as to what we’ll build in the future. Business owners should definitely use the free messaging feature we provide at http://biz.yelp.com (I use it!).”

Rayfil: “Yelp recently scaled to United Kingdom. Any plans to expand to Asia?”

Jeremy: “Someday”

Rayfil: “Are entrepreneurs born or made?”

Jeremy: “Born and made. I think you have to be willing to put yourself out there (maybe born?), but you have to be ready for blood, sweat, and tears aka a lot of hard work (made?)”.

Rayfil: “What are the top 3 tips you would have for aspiring entrepreneurs?”

Jeremy: “Be very flexible (question everything, don’t be afraid to change 180 degrees at a moments notice).”

“Be ready for a serious psychological challenge, starting up is an emotional roller coaster it will be extremely taxing on you and your family.”

“If you’re really ready just start working. Don’t get stuck in analysis paralysis, at some point you just have to dive in and go.”

Note: I agree with Jeremy that being an entrepreneur is a psychological challenge. I suggest entrepreneurs be mentored by past successful entrepreneurs.

Campusfork host Rayfil Wong interviews Pinkberry Vice President Todd Putman
Tip: Click High Quality

Santana Row
3055 Olin Ave
San Jose, CA 95128
(408) 551-4611
www.pinkberry.com

“My name is Rayfil, and I’m a Pinkberry addict.” (in a deadpan expression)

Making a swift right turn to Olin street entering Santana Row, my eyes widen and jaw drops simultaneously. After a long anticipated opening, frozen yogurt leader Pinkberry has arrived. Firmly planted, Pinkberry anchors itself between high end shops right on center stage.

If only the walls could talk, Pinkberry seemingly stating, “We have arrived, and we are here to stay.”

On a leafy street on Santana Row, a high-end shopping complex, Pinkberry excites the eye with its modern exterior. Large window panel complimented the vibrant interior. Pop music blasts as patrons hip hop through the doors.

While in line, a shelf filled with remarkable industrial design gadgets keep the eyes entertained.

A simple menu welcomes the customers.

The green tea flavor is a pop of refreshing tones, while the pomegranate provides a berry-like taste. The original with a perfect balance of tartness and creaminess is my home run choice.

Once the dessert hits my palate, I know I have arrived in sweet comfort food heaven. Immediately, my taste buds gravitate towards the slight tartness with a touch of creaminess. The taste is simply refreshing. In culinary terms, it just excites the palate.

There is something reassuring about the swirly goodness on Santana Row. Fresh cut fruits enhance but do not detract from the experience. Mango adds a bit of sweet crunch and mochi adds a gentle chewy nudge.

Clearly, this review is about Pinkberry frozen yogurt, but there is more. It is also about design, customer experience, and the growth of an entrepreneurs dream. These details alone are what separate Pinkberry from the amounting mom ‘n pop shops.

In 2005, Korean American Shelly Hwang and Young Lee opened the first Pinkberry stores. This is a testimony that any entrepreneurial dream starts with small steps. (Pinkberry Fortune article)

Keeping the menu to simply to just three flavors (original, green tea, promegranate) generates an easy to order system.

Well trained staff would ask for your name and greet you with a smile. Customer experience is definitely enhanced and pairs well with the Santana Row audience.

While trying to find a great frozen yogurt shop, customers will miss the mark if they focus solely on the dessert as oppose to a great overall experience. There are few things better to end a day than with Pinkberry in hand gathered with friends on yuppie Santana Row.

In terms of the business aspect, just like a Ferrari blazing down the Autobahn, Pinkberry will be able to scale with a strong brand. Customers can no longer be bought with glowing billboard adds or annoying web pop ups. Instead, customers crave both authenticity and community.

With a “groupie” and “cult-like” following even from Hollywood celebrities, Pinkberry is on a blazing path. Surely, American Express Plum Card (credit card for small business) commercials featuring Pinkberry will help bring exposure but at the end, the winner of the frozen yogurt war is a company that creates something remarkable.

Pinkberry features in American Express Plum Card commercial

Remarkable = something worth talking about (wow factor, jaw dropping)

Formula
(remarkable product) + (design) + (service) + (community) = winner yogurt war

Red Mango, a frozen yogurt from South Korea, is their closest competitor. Last year, I interviewed one of their franchisee Yul Kwon(Survivor winner). Just across the street from Santana Row at Valley Fair, Red Mango just opened a location. Red Mango delivers on point but with a hint (more) creaminess.

Hint to mom ‘n pops, focus on customer experience and on entering a price war.

As the food writer for now AsianWeek last year in San Francisco, often I was asked “what is the best frozen yogurt and can you really tell the difference?”

Clearly, the answer is a firm “Yes!”

But I did more research so I requested an interview with Pinkberry Vice President Todd Putman.

I discovered that Pinkberry does not serve water. Putman claims that Pinkberry has been formulated so that it does not leave a creamy after taste that makes a consumer thirsty. After our interview, I entered their RSVP party and ate over four cups of Pinkberry frozen yogurt and found the point to be true.

Pinkberry delivers a great product and a great costumer experience.

Prices for Original Flavor

(s) $2.50 (m) 3.50 (l) 5.50
w/ topping (2 included)
(s) $3.95 (m) 4.95 (l) 6.96

Disclosure: Pinkberry invited Campusfork to their grand opening event as a food blogger. We do not claim accurate pricing.

Pinkberry in SNL skit

“We need you, your face fits that profile we need?”
I uttered to myself, “really?”

This was the conversation I had with my casting agency a few days ago.

Movie: Funny People
Release Date:Anticipated July 31st, 2009
Actors: Adam Sandler, Seth Rogen, Leslie Mann
Shoot Location + date: San Francisco International Airport Jan. 21, 2009
Role: Passenger walking around the airport rolling my luggage back and forth

Arriving in the parking level, three hundred extras were shuttled over to the terminal for the movie Funny People.

On Funny Peopleset, many extras were also fans of Seth Rogen.
“He is so funny.”
“He looks great.”

Both are true. The remarkable note is that he as down to earth as he is on screen.
WYSIWYG (What You See Is What You Get)
While filming on set of Funny People, he bumped into me accidently. He said, “I’m sorry.”
No appearance of ego.

Since his blockbuster hit Knocked Up, he has lost a lot of weight. Perhaps his new fit look will transform him into a future Will Smith, depicting a funny action role.

He did not have a six pack, but he looked fit.

I think my sake belly outdid his.

Later, I walked up to him casually on Funny People and said, “People in China love you, can I get a picture?”
Surely enough. I got one.

While most extras were just in awe of seeing a comedy star on Funny People, my highlight was the food they served. In Hollywood lingo, when they serve dinner, it’s called “lunch.” Don’t ask me why.

Cut delicately in triangular pieces, the pesto turkey focaccia sandwich hit the spot.

Pesto Turkey Sandwich Recipe

Here is the assemble method.
Cut focaccia bread into half,
Put a few slices of deli turkey, not the one with fillers but from the deli.
Open the slice of turkey, spread pesto on the turkey meat along with desired amount of cranberry.
The key is not to put any dressing on the bread, since this makes the bread soggy.
Slice a few slices of cucumber for crunch.
All the ingredient play center stage, fantastic.

Flavors: The earthy notes from the pesto balance with sweet + slight tangy cranberry sauce. The pillowy texture of focaccia bread just makes it rock.

Back to the set.
After working from 3:45 till 12am, I was exhausted. There were now more “Funny People.”
While in the holding area (spot to chill when not on set), I met Proba.
As an Indian chef that once cooked at Greens in San Francisco, I asked her for top Indian restaurant picks.

Shalimar + Pakwan

Both places, I have not tried.

Overall, great experience. Being on set of Funny People prepares me for my future food cooking shows.
Comments welcome.

Note: Click here for my 5 second role as “Iron Chef Chairman“, a spoof for biotech Applied Biosystem. Last year being on set about five times was so much fun.

Injecting humor into commercials can make it very memorable.

As a food writer, I have a sake belly myself. I am constantly tasting new foods.
Time for some ab exercises.