From selling box lunches to becoming a famous Chinese chef

Feng Zhengming didn't regard Cheng Guosheng as an opponent at all.

He felt that the paths chosen by both parties were not the same at all, so there was no so-called competitive relationship.

Moreover, in Feng Zhengming's opinion, he didn't think highly of Cheng Guosheng's innovative dishes at Xinjubinyuan.

It seems that those dishes are indeed innovative, integrating some very distinctive things from other places.

But in reality, it is just a pile of raw materials.

Moreover, in Feng Zhengming's opinion, Cheng Guosheng's pile of information seemed very low-level.

None of them can compare to the dishes I designed with Jiang Chengzhe in Shanghai.

However, soon after Jubin Garden opened, many so-called gourmets and various chef groups began to come to Quancheng and conduct various exchanges at Jubin Garden.

At first Feng Zhengming didn't care about this matter.

However, as Jubinyuan began to invite various celebrities, some well-known gourmets, and some domestic chefs at the level of judges to come and exchange ideas.

These people are all very familiar with Feng Zhengming and have a very good relationship with him.

So after they were invited to Quancheng, the first thing they contacted was Feng Zhengming.

After all, it was already the millennium, and these people came to Quancheng. It was not as if they didn't know where Feng Zhengming's store was.

Besides, no matter how bad the situation is, I can always call Feng Zhengming to talk it out.

Through them, Feng Zhengming learned that Jubinyuan invited gourmets and chefs from all over to communicate, and found some celebrities to promote Jubinyuan.

According to what I said, I contacted Feng Zhengming, a gourmet and judge-level chef.

They were not invited by Cheng Guosheng, but were actually invited by an overseas catering group.

The purpose of inviting them to the Spring City is to evaluate the new Shandong cuisine of Jubinyuan.

At the same time, well-known gourmets and chefs at the judge level were invited.

The provincial television station finally reported on the incident.

The report said that the time-honored Jubinyuan reopened with the mission of innovating Shandong cuisine, aiming to better inherit and develop Shandong cuisine and gain the attention of well-known gourmets and national judges.

When Feng Zhengming saw this news report, he felt both amused and helpless.

This kind of propaganda method really understands the style of the Spring and Autumn Period.

Obviously, not all the people invited gave positive reviews, so we can only say that it attracted much attention from all parties.

Since you invited them here, of course they noticed you.

But why don’t you tell us what people actually said about it?

Although it only flashed across the provincial TV news, such a report still attracted the attention of many people.

His wife Luo Qing was a little surprised: "Did Jubin Garden cause such a big stir this time? Even the provincial TV station reported on them, and they were also noticed by so many well-known gourmets and national-level judges and chefs?"

Feng Zhengming just smiled and said, "Don't you think that they are so anxious now because there is no commotion?"

Luo Qing didn't quite understand what her husband meant.

"Are they in a hurry?"

Feng Zhengming explained with a smile: "Yes, they are very anxious. Think about it, Jubin Garden has been open for two weeks, but it didn't cause much sensation in Quancheng, right?"

These words made Luo Qing fall into deep thought, and soon she figured it out.

"That's true. When Jubin Garden just opened, you, your master, and your brothers all went to show your support. It was indeed quite a commotion at the time, but it was only for a short while. Afterwards, it seemed that there really was no movement."

Feng Zhengming: "So they are a little anxious and want to make some noise to attract people's attention."

Luo Qing roughly understood what her husband meant, but she still felt strange.

"Why is there no movement? What kind of movement are they going to make?"

Feng Zhengming laughed when he heard this.

“It’s normal that there is no movement. They do use very good raw materials and have many innovative methods, but overall, their prices are a bit high.

Of course we can’t blame them for the high pricing. After all, there is really no way to lower the price of the raw materials they use.

Add to that the salaries of those people and their initial investments, and all that is real money.”

Luo Qing heard this and said, "So they want these celebrities to help promote Jubin Garden and elevate its status to attract more customers?"

Feng Zhengming did not answer his wife, but asked her first.

"Do you know why I don't move the business model of the Western Restaurant Street store in Shanghai to Quancheng?"

Luo Qing thought about it and shook her head.

Feng Zhengming explained very straightforwardly: "Because the consumer group of that store is not available in Quancheng yet."

After her husband said this, Luo Qing thought about it carefully and roughly understood it.

"I understand. The reason why most of those high-end restaurants are in Shanghai and Beijing is because there are corresponding consumer groups in Shanghai and Beijing that can support the consumption of those high-end restaurants."

Feng Zhengming nodded: "Think about the types of customers in our store, and you will understand."

Luo Qing didn't even have to think about it, she knew the customer base of that store very well.

A large proportion of the main customer group of the Western restaurant on the street are overseas people in Shanghai.

Others are middle and senior managers in many foreign-funded companies in Shanghai, and even some small bosses who have opened companies in Shanghai.

They actually have one thing in common, which is their yearning for a petty-bourgeois life overseas.

Therefore, the store opened by Feng Zhengming and Jiang Chengzhe perfectly fits the little sentiment that those people yearn for.

That model is only successful in Shanghai.

Because at that restaurant in Shanghai, there would be some people who also yearn for a little romance on weekends. They would bring their families, or invite three or five good friends, or go to Feng Zhengming's restaurant specifically to eat in order to show off their style in front of their female companions.

In this way, it is natural that Feng Zhengming's store in Shanghai will have better business than almost all restaurants and hotels in Shanghai.

But that kind of store model is destined to be viable only in cities like Shanghai where petty bourgeoisie sentiment is prevalent.

"Cheng Guosheng is very ambitious. He knows that he doesn't have much advantage over me in terms of solid basic skills and traditional classic Shandong cuisine, so he wants to come up with something innovative to compete with me."

Luo Qing felt that her husband was right. She could also sense that Cheng Guosheng was a bit competitive.

Feng Zhengming sighed: "It can't be said that his intention is wrong, but he didn't take into account the different regional cultures of each place."

After a short pause, Feng Zhengming continued, "Also, he shouldn't have discriminated against it first. Among my four restaurants in Shanghai, the one on Western Restaurant Street is more upscale than the other three?
I don't think so, and I don't think the customers who go to the western restaurant on the street are any different from the customers who go to the other three restaurants.

They are all my customers, and I will let them experience good food. Everyone has the right to pursue good food.”

After hearing what Feng Zhengming said, his wife finally understood the problems with Xinjubinyuan.

From the very beginning, Cheng Guosheng copied the model of some high-end restaurants in Shanghai.

And he only targets those customers with a certain amount of wealth in order to maintain the high-end positioning of Jubinyuan.

Cheng Guosheng and the investors behind him would even rather spend money to invite various celebrities to endorse them.

They are also unwilling to lower their profile to allow the public to experience those innovative and fusion cuisines.

Feng Zhengming looked at his wife and said, "Simply piling up expensive ingredients and raising the price does not reflect the true skills of a chef at all."

Luo Qing smiled at her husband: "So he has made a move, and you are not ready to make a move?"

Feng Zhengming also smiled: "At this time, no strategy is better than a strategy. Let him do whatever he wants. We should prepare and go to Shanghai. We are needed there more."

Luo Qing was a little surprised: "Are you really going to leave? What about the store here?"

Feng Zhengming: "I believe in my brothers, they will not lose to Cheng Guosheng."

These words made Luo Qing feel a little amused and helpless.

"Cheng Guosheng made such a big fuss, but you left. What will be his reaction when he finds out?"

Feng Zhengming: "No matter how he reacts, I have always said that I don't regard him as an opponent. Let him struggle as he pleases. We will continue to do what we should do."

Although Feng Zhengming ignored Cheng Guosheng's various tricks.

But those who were invited by Cheng Guosheng could not ignore him, the national top scholar.

Especially as the people Cheng Guosheng invited became more and more famous.

When these people are invited to Quancheng, they must contact Feng Zhengming first.

There are also many celebrities who, after arriving in Quancheng, the first thing they do is to go to Feng Zhengming’s dry rice shop for a meal.

Cheng Guosheng invited celebrities to help promote Jubin Garden.

But when the stars arrived in Quancheng, they first wanted to check in at the Fengjia Ganfan shop owned by Feng Zhengming, the national number one scholar.

The stars also wanted to use Feng Zhengming's old shop to show the public that they have taste and understand food.

The result made Cheng Guosheng even more embarrassed.

He and the investors behind him spent real money to invite celebrities and famous figures.

However, when celebrities and famous people come to Quancheng, they will take the initiative to check in at Feng Zhengming's old shop first.

Cheng Guosheng and others felt that they were spending money to promote Feng Zhengming.

Soon Cheng Guosheng felt that this would not work.

He had a special discussion with his investors.

"I told you that you can't do this in Quancheng, but you refused to listen and thought that this would work in Quancheng. What's the result now?
Those people you paid to invite should go to Feng Zhengming’s dry rice shop first when they arrive.

You took your money and ended up using it to increase Feng Zhengming's fame. You are really doing stupid things."

Those who invested in Cheng Guosheng now feel a little confused about the situation.

Their operational plan has achieved good results overseas, in Hong Kong, Macau, and Shanghai.

But when I arrived in Quancheng, it seemed like there was no effect at all?
It cannot be said that there is no effect after their efforts.

With the publicity of those celebrities, the level of Jubin Garden has indeed been raised, and it has successfully attracted many wealthy people to patronize it. There are even many company bosses from the island city who come to Quancheng specifically to patronize Jubin Garden.

But this did not meet their original expectations.

Their original expectation was that the store could be operated similarly to the stores in Hong Kong City, Macau City and Shanghai City.

It has become a must-eat restaurant for some people who pursue a petty-bourgeois lifestyle.

It has become the first choice for bosses to treat guests and save face.

It should also become a place where some families go to dine together on weekends or holidays.

But now the result is completely contrary to our expectations.

Not only has it not become a must-eat restaurant for young people in Quanzhou who pursue a petty-bourgeois lifestyle, it has also not become a place for many families in Quanzhou to gather and eat during holidays.

Even some bosses attracted here will choose among Jubinyuan, Huiquanlou, Jufengde and Taifenglou when they hold business banquets.

If such a huge price is spent, the final result will still be on par with Huiquanlou, Jufengde and Taifenglou.

So why did they invest in Cheng Guosheng and hire so many people to help promote him?
"Master Cheng, you are just blaming us here, thinking that our operations are inappropriate, but have you ever thought that your own fame and skills are not as good as Feng Zhengming, the national champion.

In Shanghai, you can only be the sous chef in the kitchen of a big restaurant.

But Feng Zhengming has opened four restaurants in Shanghai, three of which are considered must-eats even by locals.

There is another store that has become a benchmark in Shanghai. Even people from overseas who come to Shanghai have to go there to patronize it.”

Investors are also clearly dissatisfied with Cheng Guosheng's performance.

"So Master Cheng, shouldn't you look for the problem in yourself? Why can Feng Zhengming do that, but you can't?"

"Shouldn't you challenge the number one scholar first? This way you can increase your fame and cooperate with the publicity we create for you?"

Hearing several investors say this, Cheng Guosheng looked helpless.

"I'm going to challenge Feng Zhengming? There's no top scorer in the individual competition of the national competition right now, so how can you ask me to challenge him?

And if I challenge him alone, does that mean he must compete with me?"

Cheng Guosheng may indeed be no match for Feng Zhengming in terms of craftsmanship.

But he knew Feng Zhengming's character very well.

If he really went to issue a challenge directly, Feng Zhengming would not pay any attention at all.

An investor asked, "Can we get some sponsors to hold a Shandong cuisine chef competition? Then Feng Zhengming won't be able to refuse to participate, right?"

This investor's words were immediately recognized by other investors.

“That’s right, we can organize a competition called Shandong Cuisine Chef Competition, and we can invite some Shandong cuisine chefs overseas to participate in the competition.

Build up the momentum, and then find some famous people to praise Master Cheng’s cooking skills.

It doesn’t need Master Cheng to win the championship, as long as Master Cheng can get a gold medal product.

If you can get a good ranking, it will be enough to raise your status, Master Cheng, and Jubin Garden will naturally be sought after."

Cheng Guosheng smiled bitterly in his heart. To hold a competition like that, even Shandong cuisine chefs from overseas had to be invited.

In addition, some Shandong cuisine chefs from Qi and Lu, as well as Shandong cuisine chefs from Beijing will also participate.

What will Cheng Guosheng be able to do by then?
However, Cheng Guosheng did not refuse this arrangement, as he still hoped to prove himself.

He participated in such a competition with dignity, proving that he is also a skilled Shandong cuisine chef. (End of this chapter)