General Green: Crafting Healthy Bowls with Heart and Vision
Discover the story behind General Green, a Brooklyn restaurant offering fresh, customizable bowls and homemade sauces. Learn how founder Liang Lin turned his vision of healthy dining into a success, overcoming challenges to create a thriving culinary destination.
When Liang Lin arrived in the United States in 2004 at just 18 years old, he dove headfirst into the restaurant industry. Starting as a dishwasher and waiter in a Chinese restaurant, Liang learned every aspect of the business, from the back of the house to the front. By 2010, he had opened his own Chinese restaurant, but despite the long hours, the slim profit margins made it hard to sustain. Liang made the tough decision to sell the business and take a break.
Fast forward to 2020, Liang returned to the culinary scene with a fresh perspective and a new concept: General Green Bowl. Located in Brooklyn, the restaurant caters to the growing demand for healthier dining options, offering customizable bowls, homemade sauces, and dishes made with fresh ingredients prepared daily.
Pivoting Through Challenges
Opening during the COVID-19 pandemic presented challenges Liang couldn’t have anticipated. With no dine-in customers and an overwhelming reliance on delivery services—known for their steep commission fees—profit margins were tight. But Liang persevered, focusing on quality, consistency, and community to slowly build a loyal customer base.
Today, General Green Bowl thrives during lunchtime, with a bustling 60/40 split between dine-in and delivery orders. Liang’s strategy includes refreshing the menu every three months to keep things exciting while continuing to emphasize fresh, wholesome food.
Must-Try Dishes and Drinks
At the heart of the menu is the “Create Your Own Bowl” concept, which allows customers to mix and match ingredients to craft their perfect meal. Liang and his team take pride in preparing everything in-house, from the tender proteins to vibrant vegetables and flavorful sauces.
Another standout is their signature drink, Berry Lovers, a refreshing and nutrient-packed beverage that’s become a favorite among customers seeking a flavorful, healthy complement to their meals.
A Vision for Growth
Looking ahead, Liang plans to expand General Green Bowl with new locations and possibly franchise the brand. His vision is to bring his healthy and customizable dining concept to even more communities, inspiring others to embrace fresh, wholesome eating.