My New Leaf Food Journey
by Kongcheng Thao
Hello everyone, welcome to my food journey where I will be interviewing famous food spots around the Green Bay area in hopes of getting to know more about their origin and their food. My name is Kongcheng Thao, and I am a Hmong person born in America. I currently study at the University of Wisconsin Green Bay while working with New Leaf Foods as an AmeriCorps Member. Today I had the honor of interviewing one of the best Asian Restaurants in the Green Bay Area--Pho #1 Noodle and Grill--located at 2201 S Oneida St #1, Ashwaubenon, WI 54304. The owners are John ChaoZe Lee and Mai Lee. I interviewed the owners’ daughter A Lee, as her parents were busy during the time, to get a better sense of what it means to own a business in the Green Bay area as an Asian American.
1. Can you tell us the history of your store and how it came to be?
My parents have been selling egg rolls at farmers market in Oshkosh, WI for over 10 years. They first started out by selling inside a small tent. Eventually, they were able to upgrade to a food truck. My mom always dreamed of running a restaurant; and when the opportunity came, she and my dad took over the existing business when it went up for sale. The reason it was up for sale was that the previous owners were short-staffed. After Covid, it was very hard for them to find long-term workers.
2. What does it mean to you to be Hmong business owner in Green Bay?
My parents came to America in the early 1990s. They came with intent to pave the way to show that the American dream is achievable. Both my parents have a lack of education but do have determination and a knowledge of business.
3. Are there any challenges being an Asian-owned businesses? If so, could you please tell us?
The biggest challenge is having customers go out of their norm to try the different items on our menu, ones that you don’t see in many Asian restaurants.
4. Can you tell us something unique about your store and what your menu/shelves have? What item or dish would you recommend people to try out at your restaurant?
One of the main unique things of my parent’s restaurant is the interior design. The brightness of the color brings out the smiles on customers’ faces and makes them feel at home. I would recommend Shaken Beef. It's sweet and savory and pairs very well with steaming hot white rice on the side.
5. How do you source your products?
My parents usually buy locally and order through a third party for their supplies/products such as Sysco and Asian Taste.
6. How long do you cook your food and how is the process of it (for restaurants)
My parents prep daily. Their top seller is the pho beef broth soup dish. They always get up everyday (Wednesday-Sunday) at 7 AM to prepare the broth. The broth process takes up to 10 hours minimum to complete. This includes washing, cleaning, soaking the beef bones, seasoning, and brewing.
7. Do you engage in the community?
Yes, my parents do give back to the community by donating to non-profit organizations. Recently, they’ve sponsored a young Hmong girl’s dance team in the area.
8. Are you satisfied with how your business is going this following year?
Yes, my parents are satisfied. My parents are satisfied with the outcome of taking over the existing business and improving the quality and services. I am also satisfied with the outcome and hope to improve and offer more services soon. Most importantly, I'm super proud of my parents. Normally it's the parents that are proud of their kids, but for me the other way around. They have taught and showed me perseverance, dedication, determination, and hard work.
9. What do you hope to achieve in the future for your business?
My parents want the business to be successful and be able to offer greater, better opportunities for their kids.
Here are some photos of the unique and delicious dishes Pho #1 Noodle and Grill has to offer. I would like to thank A Lee for the opportunity and time she has given me to be a part of this interview.
Please go and support Pho #1 Noodle and Grill!
