From selling box lunches to becoming a famous Chinese chef

Kong Xingli's high-end restaurant in Shanghai was finally officially announced to be opening half a year after he came to Shanghai.

In the early stage of opening, Kong Xingli also specially visited several old and great chefs in Shanghai.

Then, through Feng Zhengming's introduction, Kong Xingli was interviewed by television stations, newspapers and magazines.

At the same time, Kong Xingli's investors also helped him find several food critics to write columns in magazines to introduce him.

It can be said that the initial hype for the opening of Kong Xingli's restaurant was more aggressive than that for Feng Zhengming's.

Upon hearing the news, the young chefs in Feng Zhengming's restaurant felt that it was a bit too much.

The new Huaiyang chef Deng Huaichuan, speaking with a slight Yangcheng accent, was the first to express his dissatisfaction.

"Isn't this a bit exaggerated, Uncle Master? Is it necessary to make such a big fuss?"

Sichuan cuisine chef Wang Hanwen agreed: "It is indeed a bit exaggerated."

Li Yao, a local chef: "It's not unusual to do this in Shanghai."

Han Rui: "Yes, it's much better now. In the past, any restaurant opening on Huanghe Road in Shanghai would make a big splash and invite celebrities from all walks of life to come and show their support."

Huang Yunliang, Fujian cuisine: "It's nothing, in the end it all depends on the craftsmanship."

Xia Hui was very confident: "Then his skills must not be as good as my uncle's."

Jiang Chengzhe smiled and said, "You are all wrong. It is enough for him to create such a big fanfare. The publicity effect created by such a big fanfare can attract enough rich people to eat there."

The new apprentice in the kitchen was a little surprised to hear this: "Would you eat it even if it doesn't taste good?"

Feng Zhengming smiled and explained: "Business banquets are not about food, the key is to pay attention to the appearance.

Generally speaking, when inviting friends and family, they would definitely give priority to our restaurant, but if it is for business, some people who are not close to them may choose to go to a restaurant like Kong Xingli’s.”

Hearing what Feng Zhengming said, everyone in the kitchen was stunned.

Seeing that everyone was stunned and silent, Feng Zhengming continued smiling.

"Don't worry, our store still focuses on delicious food."

This made everyone laugh again.

Then Feng Zhengming said to everyone: "Well, since Senior Brother Kong has sent us an invitation, we must go and show our support. When the time comes, we can all go over together and taste their cooking skills."

Wang Hanwen was a little surprised: "Go together?"

Feng Zhengming smiled: "Why? You're not willing to go together?"

Deng Huaichuan: "What if we all go to the store?"

Feng Zhengming: "We will take a half-day break. The four stores will close at noon and resume business in the evening."

After hearing this, everyone thought it was indeed good.

What Feng Zhengming said next shocked everyone in the store.

"When I say go together, I mean everyone in the store should go. The waiters in front should also go together. This will be considered as a team building for us to experience the feeling of a high-end restaurant."

The waiters who were listening in from across the counter were all stunned when they heard what was happening.

Jiang Chengzhe couldn't help but speak with a smile.

"No, you're bringing people from four stores with you. We have about a hundred people. Isn't that a bit too much?"

Feng Zhengming asked back, "What's wrong with that? I've seen their tables, they're quite big. We have four restaurants, so if we divide them into five tables, we can accommodate them all."

Li Yao gave Feng Zhengming a thumbs up: "The chef is really good. He takes us to get the best deal this way."

Feng Zhengming: "Don't just think about taking advantage of others. I brought you all along so that you can observe and see what high-end restaurants are like. You should pay attention to the pros and cons of others.

When we open our own high-end restaurant in the future, we should learn from others’ strengths and avoid their weaknesses.”

Everyone felt a little embarrassed to hear Feng Zhengming speak so righteously.

It was Luo Qing who stood up holding her daughter.

"You just want to take advantage of someone else's opening to do team building without spending any money, but you have to make it sound so high-sounding."

Being exposed by his wife, Feng Zhengming coughed lightly and said, "Alright, alright, let's all start working and stop thinking about eating at the rich man's house."

Suddenly the whole store was filled with laughter, and everyone got busy with their work amidst the laughter and joy.

Feng Zhengming took the opportunity to pull Jiang Chengzhe aside and chat with him for a few more words.

"Azhe, I was walking around Shanghai recently and I found some very nice old houses. I saw some old houses with large courtyards.

I was thinking, why don't we buy an old house and renovate the courtyard and the interior of the house.

How about our high-end restaurant being placed in the old house?"

Jiang Chengzhe was surprised when he heard this: "You want to buy an old house? No, do you know how expensive that house is?"

Feng Zhengming said calmly: "It doesn't matter if it's expensive. We can buy it and renovate it properly. If we really open a restaurant, we can make back the money."

Jiang Chengzhe fell into silence.

It may be difficult for others to make back the money, but it is definitely not difficult for Feng Zhengming and his team.

But Jiang Chengzhe felt that the initial investment might be a bit too large.
Just buying an old villa that can be converted into a restaurant would probably cost several million or even tens of millions.

Although we have entered the 21st century, this is still not a small amount.

Besides, the building where Feng Zhengming lives now is also an old villa.

Because the building is relatively small and the location is not very good, the price is not very high.

Feng Zhengming also bought that building with a loan.

Feng Zhengming saw Jiang Chengzhe's worry.

"Don't worry, we now have four stores in Shanghai. We can use them as collateral and it shouldn't be difficult to get a loan of the required amount.

Besides, I will be the one to bear the loan, and it won’t be shared by you.”

Jiang Chengzhe: "I am willing to share the burden. After all, you will definitely not let me suffer any loss. Just give me a portion of the shares in the end."

After a brief pause, Jiang Chengzhe expressed his concerns.

“I am just worried that in our future operations, even if we can buy a bigger old house, the number of customers we can accommodate is limited. It is impossible for us to receive a large number of customers like these stores.

Can we really make money simply by attracting rich people to eat there? "

Feng Zhengming knew that what Jiang Chengzhe said was not wrong.

In fact, Feng Zhengming has not opened a high-end restaurant so far because when it comes to making money, he is very clear that the model of his four stores in Shanghai is the most profitable one.

Many high-end restaurants and fine-dining establishments that appear to have extremely high prices are, in fact, not as good as Feng Zhengming’s four current stores if we simply look at profits.

However, we must definitely open a high-end restaurant in Shanghai.

Not because of making that money.

That kind of influence is needed.

Feng Zhengming also wants to set an example for high-end restaurants in the country.

Let everyone know what a fine dining restaurant should look like?

"We want to set an example for everyone, so that we can better judge other people's restaurants and rate Shanghai's high-end restaurants and high-end hotels with our recommended guide."

After hearing what Feng Zhengming said, Jiang Chengzhe immediately understood what he was thinking.

It reminds me of what Feng Zhengming said in the past.

He wants to establish a rating system for Chinese restaurants in China. From this point of view, it seems that it is necessary to open a high-end restaurant to set an example for everyone.

Making money for Feng Zhengming's high-end restaurant became secondary.

He wants to set an industry benchmark.

When his restaurant really becomes a benchmark, it will not be difficult to make money.

Jiang Chengzhe figured this out and nodded: "Your idea is indeed correct, so let's do it."

Feng Zhengming smiled and said, "Don't worry, we need to find a suitable place first."

A week later, Kong Xingli's Luli Restaurant officially opened.

On that day, Feng Zhengming really did as he said and led all the people from the four stores to show their support.

He did not let Kong Xingli suffer any loss. He gave a red envelope to each store manager and chef in the kitchen.

When we arrived at the restaurant, we saw many flower baskets placed in front of the door.

It can be seen that many people came to congratulate Kong Xingli and others.

Kong Xingli approached Feng Zhengming and invited many veteran and master chefs from Shanghai.

The investors behind him, some bosses who helped him connect, and food critics also came to congratulate him.

Even Feng Zhengming's junior uncle Huang Tao was invited.

But with Feng Zhengming at the scene, bringing more than a hundred people from four stores, it was really a big scene.

Kong Xingli was also a little confused when faced with such a situation.

Huang Tao and Mr. Cai from Gangcheng who was invited to attend the event couldn't help but smile.

When everyone came to their senses, they were all left in tears and amused by Feng Zhengming's behavior.

Kong Xingli took the initiative to step forward to greet Feng Zhengming and others.

"You're welcome, Senior Brother Kong. Today I'll have everyone in the store come to support you, and by the way, let them come and learn from you, Senior Brother Kong, and see some of your arrangements, the service of the waiters, and your craftsmanship."

After hearing what Feng Zhengming said, Kong Xingli could only agree with a smile.

"Thank you, Junior Brother Feng, for coming to support me."

The investor behind Kong Xingli also stepped forward and took the initiative to shake hands and greet Feng Zhengming.

"Welcome Mr. Feng. I didn't expect you would bring so many people to show your support."

After Kong Xingli introduced him, Feng Zhengming smiled and said, "I'm so sorry, boss. I really want to give Brother Kong a boost and let everyone in Shanghai know that Brother Kong is our top Shandong cuisine chef."

The investor nodded: "Yes, Master Kong is indeed a top chef, so we invested in him."

Feng Zhengming: "That's right. When it comes to Shandong cuisine, Brother Kong will never lose to anyone. I sincerely hope that you can have a pleasant cooperation, and I hope that Brother Kong's restaurant business will be prosperous.

In the future, Senior Brother Kong’s restaurant can become a big restaurant that everyone will remember in Shanghai.”

These words were from Feng Zhengming's heart, and he said them very sincerely.

Then Feng Zhengming asked the managers of his four stores and the young chefs to present congratulatory red envelopes.

The red envelopes that were presented one after another also demonstrated the courage of Feng Zhengming and others.

There was applause at the scene led by Huang Tao.

After that, the others went in first, and Feng Zhengming was invited to help cut the ribbon outside.

Before cutting the ribbon, Feng Zhengming also accepted some interviews from local TV stations, newspapers and magazines.

Facing the camera, he naturally praised Kong Xingli without hesitation.

Because he had previously compiled a list of famous Shandong cuisine chefs, he was very familiar with Kong Xingli's experience.

During the interview, Feng Zhengming also introduced some of Kong Xingli's experiences and some of the honors Kong Xingli had received.

Finally, Kong Xingli was said to be the first person to open a large restaurant in Shanghai and bring authentic Shandong cuisine.

“Brother Kong and I both hope that we can change some of the stereotypes people have about Shandong cuisine, so if you have any banquets in the future, you can consider coming to Brother Kong’s restaurant.

I believe that everyone here will experience the etiquette that belongs to our Qilu people, and can also truly taste authentic Shandong cuisine.”

Feng Zhengming's praise for Kong Xingli really took everyone by surprise.

The investor asked Kong Xingli quietly with confusion.

"I originally thought that Feng Zhengming had come with so many people to deliberately cause trouble, but I didn't expect that he would actually be speaking well of you and promoting you. Is your relationship so good?"

Kong Xingli himself was somewhat confused?

But after thinking about it carefully, Kong Xingli probably understood why Feng Zhengming did this.

"Maybe we are the ones who are promoting Shandong cuisine outside Shandong, and he also hopes that we can make Shandong cuisine more and more famous, so he will try his best to help us promote it."

The investor laughed and joked: "Maybe he felt that there were too many people coming to eat and he couldn't let you suffer a loss."

This made Kong Xingli laugh: "Hahaha, that's a possibility."

After the ribbon-cutting ceremony, Kong Xingli and the investors invited the guests to come in and take their seats.

When entering the restaurant, many people hope to sit at the same table with Feng Zhengming.

However, Feng Zhengming is surrounded by many celebrities.

Several food critics who were invited this time, including Huang Tao and Mr. Cai from Gangcheng, were with Feng Zhengming.

Several celebrities from Hong Kong and the Mainland also took the initiative to get to know Feng Zhengming.

It can be seen that the investors behind Kong Xingli have indeed invested a lot of money in opening the restaurant.

Just to invite these celebrities, I'm afraid a lot of money must have been spent behind the scenes.

In comparison, Hong Kong's celebrities are more familiar with Feng Zhengming.

After all, he has been to Hong Kong several times and has had many contacts with many celebrities in Hong Kong.

Moreover, when some Hong Kong celebrities come to Shanghai, they will choose to have a meal at Feng Zhengming's Western Restaurant on Restaurant Street.

Although the celebrities from the mainland who were invited all knew Feng Zhengming, they had little contact with him.

However, this time, taking advantage of the opening of Lu Li Restaurant, mainland celebrities came and took the initiative to get acquainted with Feng Zhengming.

Feng Zhengming's attitude towards celebrities has always been neither humble nor arrogant.

He will not actively try to please others and will maintain a good distance.

This active distance-keeping makes celebrities feel more comfortable.

In fact, before some celebrities take the initiative to contact Feng Zhengming, they are somewhat worried that Feng Zhengming will send them an invitation and ask them to visit his store in the future to show their support.

If Feng Zhengming really asked, the stars might agree for the sake of face in such a situation.

But after the stars came into contact with Feng Zhengming, they realized that they were overthinking.

Feng Zhengming never thought of inviting them to his store to support him.

This actually made some stars feel a little disappointed.

Compared to keeping a distance from celebrities, Feng Zhengming was closer to Huang Tao, Mr. Cai, several food critics, and the old and great chefs who came to congratulate him.

He can even chat and laugh with some bosses, and looks like he can fit in well. (End of this chapter)