![]() #Fly by jing plus#On the plus side, retailers also offer the ability to organize sampling sessions – helping create a touchpoint to educate customers on Fly by Jing’s Chinese flavors. Another example is Fly by Jing’s bright orange Costco pallet display, which features educational information about its two-jar Sichuan chili crisp bundle. For instance, being able to create a colorful endcap at a grocery store’s ethnic aisle. #Fly by jing how to#This isn’t always easy to do within crowded grocery stores, especially as a brand specializing in high-end Asian products.įor Fly by Jing, asking for flexibility on how to merchandise its products is key to grabbing offline customers’ attention. “On DTC, we really try to show our customers what the product is,” Gao said. “I never thought we’d go into Costco so early,” Gao said.īut with wholesale growth comes the added challenge of creating effective storytelling on a busy shelf, alongside other brands. The first test run in the Los Angeles market, which began in February, doubled projected sales. For instance, Gao and Fly by Jing were featured as part of Target’s recent Lunar New Year marketing campaign.Īnother mainstream retailer that Fly by Jing recently entered was Costco, which requires offering discounting or product bundling. Gao said the decision to add Target to the company’s roster of distributors is a testament to the company’s attention to DTC brands, and Target’s mission to diversify their grocery offerings. The next retailer came shortly after, with Fly By Jing launching in 100 Target stores spread across the country in early 2022. “Very quickly, the velocities were so strong that we went global,” which encapsulates the entire U.S. The company’s first national retailer was Whole Foods - starting with the mid-Atlantic regions - where it launched at the end of 2021. ![]() “I don’t mind it because the velocity is insane.” Eventually Fly by Jing began selling through B-to-B marketplace Faire, which is geared towards small businesses. This was especially the case when the jars sold out due to its emergent cult status, she said. Sometimes Fly by Jing products are even marked up by these small retailers, Gao said. However, the brand’s physical retail journey began in small specialty shops – “when a store reached out we’d send them a couple of cases,” Gao said. The company launched on Amazon about a year ago, which began as a test, “and ended up doing really well,” said Gao. The first non-DTC channel Fly by Jing went into was Amazon, which helped expose the brand to convenience-minded shoppers. ![]() Regardless of which route you take, you’re in for a delicious bowl of noodles.“I always knew that eventually we’d be in retail but in 2019, I thought DTC would be the only channel for a while,” Gao explained. ![]() For the chili oil, you can try your hand at creating the chili oil yourself, or you can make substitutions as outlined in the notes of the recipe below. I also didn’t have sesame paste on hand, so I just used good old Skippy, though you could certainly go a more authentic route by using a traditional Chinese tahini. The only work you need to do is boil your noodles, chop your garnishes, and mix all of the ingredients pictured above together.Įven better, you can make your own chili oil at home using my Sichuan Chili Crisp recipe from my cookbook! This will allow you to customize the level of spice, and also add as much crispy garlic and chilis as your heart desires. #Fly by jing code#The biggest shortcut I took is that I used a ready-made Sichuan chili crisp oil called Fly by Jing, making these noodles an absolute breeze (you can get 15% off your order with my promo code INDULGENTEATS15). Instead, this simplified version of Sichuan-style cold noodles lets you enjoy similar flavors in the comfort of your own home (especially important in this new era of #QuarantineCooking). Knowing that dish has probably taken generations to perfect, I didn’t even try to make a copycat of it. It makes you salivate as you eat it, with its combination of heat, acidity, umami, and tingling spice to go with chewy noodles. I was lucky to go with a large group the first time I went, allowing me to indulge in dish after dish of fiery, mouth-numbing delights as is typical of the cuisine.īut long after that meal, the dish that is seared into my brain is the very first one we tried: a giant plate of spicy cold noodles covered with a mound of their own proprietary Sichuan chili crisp and garnished with scallions. Both restaurants have a unique concept where you pay a flat amount per person, and the more people you dine with, the more dishes you get to try. If you’ve read my guide on Hong Kong restaurants, then you may have seen my love for a Sichuan spot called Sijie (and more recently at Yu Chuan Club). ![]()
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