A customer takes video of how to make Jianbing at the kiosk of Mr. Bing in UrbanSpace food court in New York, the United States, April 17, 2017. [Photo/Xinhua]

"When I went to China, I just love Jianbing so much, it tastes so good, the texture is so good, it is hot, it's fresh, it's customizable, they make it how you like it. When I come back to America, you can't find it. So if you like something and you can't get it, what you do? You make it!" said Goldberg.

Goldberg's Jianbing plan is not a whim. It was the theme of his business plan when he was a MBA in Columbia University, Goldberg's Chinese Crepe.