Today we’d like to introduce you to Mario Hong.
Hi Mario, so excited to have you with us today. What can you tell us about your story?
My wife and I began our journey by building Just Wow Marketing, a marketing company focused on helping small businesses grow through branding, digital marketing, advertising, and customer outreach, Sign installations, designs etc. Working with many local businesses gave us a close look at what owners deal with every day—not just marketing, but staffing, operations, customer service, delivery platforms, rent, and the constant pressure of keeping a business moving forward.
That experience inspired us to build businesses of our own. We started in the food industry because we saw an opportunity to create brands that people could connect with while also building a strong team and long-term foundation for our family.
Today, we operate and are involved with 5 business’s and concepts, including Boongs Chicken, Boongs Roll Ice Cream, and the marketing company, along with other food and retail projects. Each location has its own identity, but all of them share the same goal: to offer quality products, create a great customer experience, and keep improving every day.
Our growth has come from being hands-on. We have been involved in everything from finding locations and negotiating leases to marketing, store openings, hiring, menu development, vendor relationships, delivery platforms, and solving day-to-day operational problems. My wife and I work as a team—balancing the creative, customer-facing, financial, and operational sides of the business.
The road has not always been easy. Growing several businesses at once comes with challenges, but it has taught us how important it is to stay adaptable, take care of the people around us, and keep moving forward even when things do not go as planned.
We are proud of what we have built so far, starting from a marketing company and growing into multiple business ventures. At the same time, we still see this as the beginning. Our goal is to continue building strong brands, create more opportunities for our team and community, and leave something meaningful for our family.
Alright, so let’s dig a little deeper into the story – has it been an easy path overall and if not, what were the challenges you’ve had to overcome?
It definitely has not been a smooth road. Building a business from the ground up means facing challenges almost every day, especially when you are growing multiple locations and trying to maintain quality at each one.
Some of our biggest struggles have been managing cash flow, finding reliable staff, handling unexpected repairs and construction issues, dealing with landlord and lease matters, and keeping up with rising food, labor, and operating costs. The restaurant business can be unpredictable—one equipment problem, delayed permit, slow week, or staffing shortage can affect everything.
Another challenge has been balancing work and family life. My wife and I are partners in business, so it can be difficult to turn off the business side of life. But we have learned to communicate, divide responsibilities, and support each other through stressful moments.
Every obstacle has taught us something. Those experiences have made us more careful, more resilient, and more prepared for the next stage of growth. The road has been challenging, but it has also made us appreciate how far we have come.
We’ve been impressed with Boongs Group & Just Wow Marketing, but for folks who might not be as familiar, what can you share with them about what you do and what sets you apart from others?
Our business is built around creating strong, memorable brands and turning them into real experiences for customers. Through Just Wow Marketing, we help businesses grow through branding, advertising, social media, digital marketing, and practical business support. That marketing background has also helped us build and operate our own food concepts.
A major part of our story begins with my mother. In Korea, she owned and operated a Korean fried chicken store and pub called New York 32nd Street in Ilsan. She developed the cooking techniques, recipes, and flavors that inspired Boongs Chicken. Growing up, I saw the work, discipline, and attention to detail that went into running her business. Her experience taught us that great food comes from consistency, care, and pride in what you serve.
Our best-known brand is Boongs Chicken, a Korean-inspired chicken concept rooted in my mother’s techniques and recipes, while bringing our own modern branding and customer experience to the business. We are also involved in other food and dessert concepts, including Boongs Roll ice cream business. Each brand has its own personality, but all of them share the same goal: quality products, great service, and a reason for customers to come back.
What sets us apart is that we are hands-on. We do not just create a logo or open a store and step away—we are involved in the details. We pay attention to food quality, the customer experience, marketing, design, operations, delivery platforms, and the people who represent our businesses every day.
We are most proud that our brands are personal. Boongs Chicken carries forward my mother’s legacy and recipes, while my wife and I continue building on that foundation through our own hard work and vision. We want readers to know that we are still growing, still learning, and focused on creating businesses that bring good food, good energy, and a sense of community to every neighborhood we serve.
What matters most to you?
What matters most to us is family, building something meaningful, and creating opportunities for the people around us. We also care deeply about our team and our customers. A business only grows when the people behind it feel respected and when customers trust the brand. We want to create places where people enjoy the food, feel welcomed, and want to return.
In the end, what matters most is building something with purpose—something that supports our family, creates jobs and opportunities, and leaves a positive mark on the communities we serve.
Pricing:
- Small Chicken -$13.00
- Catering – $70 (25 pieces of wings & Boneless Large)
- Rice Bowls – $15
- Rolled Ice Cream starts – $7.99
- Hong Kong Style Egg Waffles Starts at – $6.99
Contact Info:
- Website: boongschicken.com & boongsrollicecream.com
- Instagram: boongschicken, boongsrollicecream
- Yelp: boongschicken, boongsrollicecream
