1984: Starting from a bankrupt Sichuan restaurant

Chapter 27 Comrade Zhou Yan, is this your idea?

"Zhou Erwa Restaurant?"

Wang Defa stared blankly, his face filled with astonishment and confusion, which quickly turned into shame and indignation.

He had mentally prepared himself for the other party to eat at a state-run restaurant. It was understandable that teachers and college students from big cities would have a better impression of state-run restaurants.

But who would have thought that they were going to Zhou Erwa's restaurant?
What's the difference between this and jumping up and slapping him across the face?
Wang Defa's lips trembled. "Mommy..." He reached the tip of his tongue, but remembering Lin Zhiqiang's instructions to him that morning, he swallowed the words back down.

In the crowd, Xia Yao stared at Su Jun's back with her mouth slightly open, somewhat surprised. She hadn't expected that the director would choose to eat at Zhou Yan's restaurant.

This is definitely a good thing. There are thirty of them, and they can fill half of Zhou Yan's shop.

Zhou Yan and Aunt Zhao must be very happy.

Xia Yao was also very happy. She didn't want to eat at the factory canteen. On her first day here, her aunt and uncle took her to eat the stir-fries at the canteen, and the quality was far inferior to that of their school canteen.

She wanted to eat Zhou Yan's braised pork ribs and try his new braised beef.

"These college students don't eat in the cafeteria, they want to eat at Zhou Erwa's restaurant? They know their stuff, they know which place is good."

"Zhou Yan's noodles and braised beef are much tastier than the cafeteria food, except for the price!"

"The food in the cafeteria is getting worse every day. If it weren't cheap, even a dog wouldn't eat there!"

"Yesterday I went to eat stir-fry. The pork liver was cut as thick as chopsticks, and the stir-fried pork liver was all soup and water, and it was very tough. The large intestine was not cleaned properly, and it was not cooked until tender. I vomited it up."

"When Chef Xiao was the head chef, the dishes cooked in large pots were so delicious. But some people made Chef Xiao, a second-level chef, work as a kitchen helper so that his cousin could become the head chef. Even the stir-fries became inedible."

"He's a real piece of work. I pay for his food and he still disgusts me. The shit-lover gets bullied by the shit-eater."

The passing workers gossiped and cast disdainful glances at Wang Defa.

Wang Defa was the director of the factory canteen, a leader in the textile factory.

However, in those days, workers had a strong backbone and were not afraid of a canteen director like him. Some workers had been there since the factory was built and were even more senior than Wang Defa.

He was already unhappy about the food in the cafeteria, and many people had been criticizing him behind his back.

Today, the college students refused to eat at the cafeteria, and the deputy factory director was also there. How could the yin-yang masters not be able to resist making a few sarcastic remarks?

The college students couldn't help but laugh; after all, they weren't school leaders, so they had to laugh.

A canteen that gets mocked like this by its own workers must really have nothing good to eat.

The director's opinion is truly insightful; he is indeed worthy of being called the director.

Wang Defa heard every single word clearly, his face flushing and turning red, but he still pretended to be completely indifferent.

His gaze drifted toward Lin Zhiqiang, hoping he would stand up and say a few words in support of the factory canteen.

“No problem, let’s go to Zhou Erwa’s restaurant.” Lin Zhiqiang made the decision immediately, and said with a smile, “Let’s go together, I also want to eat their noodles.”

Zhao Dong had mentioned the feud between Zhou Yan and Wang Defa to him.

The young man was a bit reckless in standing up for his master, but what he admired was Zhou Yan's youthful loyalty.

The food in the cafeteria has been getting worse and worse in the past two years. Even the stir-fries have started to be subpar. Director Wang Defa is largely to blame.

The factory canteen was not under his jurisdiction, and he couldn't control Wang Defa.

Both emotionally and rationally, he stood by Zhou Yan's side without hesitation.

It's not easy for a young man to open a restaurant. Anyway, it was Su Jun who made the request, so he just needs to cooperate.

Lin Zhiqiang led a group of teachers and students toward the factory gate.

“Deputy Factory Director Lin…” Wang Defa looked at Lin Zhiqiang’s back, opened his mouth and closed it again, and couldn’t help but stomp his foot: “That Zhou Yan kid is really annoying! I’ll deal with you sooner or later!”

The workers left laughing, feeling relieved.

Even Wang Defa, with his plague-ridden ways, will eventually suffer a setback.

Led by Lin Zhiqiang, thirty university teachers and students marched in a grand procession toward Zhou Erwa's restaurant.

Along the way, they attracted a lot of attention.

It was lunchtime, and many workers followed to see what was going on, some even coming from the canteen. In those days, college students were a rare sight.

A group of twenty or thirty top university students, including even a university professor, is a rare sight in this small town, more so than a giant panda.

Zhou Erwa's restaurant hadn't served any customers yet. Zhou Yan stood in front of the earthen stove at the entrance, confirming with Zhao Tieying the number of slices of beef brisket in each serving of braised beef today.

Yesterday, I got three slices, which were thin enough to taste.

Today he ordered two extra pounds of hanging tenderloin, increasing the total cost by three yuan, but there were six slices of beef in one serving of braised beef, and the top was placed on top when it was served, making it look like a large portion.

Zhou Yan is digging a deeper moat in advance, using high-quality beef to increase cost-effectiveness while maintaining an absolute advantage in taste.

The beef was sliced ​​by Zhou Yan, whose exquisite knife skills resulted in thin, large slices of beef.

"They're here!" Zhao Hong exclaimed suddenly as she stood at the restaurant entrance.

"What?" Zhao Tieying and Zhou Yan looked at her.

"So many people have come! All those college students from this morning are here!" Zhao Hong said excitedly.

As they spoke, Lin Zhiqiang and Su Jun led the way, and a group of more than 30 people arrived at the entrance of Zhou Erwa's restaurant.

"Xiao Zhou, the teachers and students from the Arts and Crafts Department of Sichuan Fine Arts Institute are going to have lunch at your shop. You need to be prepared to take good care of them," Lin Zhiqiang said to Zhou Yan with a smile.

Zhou Yan's eyes lit up. He hadn't expected Lin Zhiqiang to bring this group of college students to his restaurant for a meal. Looking at the workers who had followed to watch the excitement, he realized that this was not just thirty new endorsements, but also a living advertisement.

No wonder he's Uncle Lin! He's practically his own uncle!

"Dear teachers and students, please come in and have a seat," Zhou Yan said with a smile.

The students all looked at him. They were all around the same age, and Zhou Yan was tall and handsome, making it easier for them to like him.

"He's so tall, he looks about the same height as Ma Xingye, and he even has those captivating eyes. He seems to look at dogs with such affection," Zhu Yuyu whispered. "Yaoyao, your drawing is so lifelike."

"However, I think Ma Xingye is more cheerful, and of course, he's handsome too," Deng Hong whispered. "Yaoyao, what do you think?"

The two women flanked Xia Yao on either side, but Xia Yao didn't respond.

Lin Zhiqiang was right in front of her. If she said anything that reached her aunt's ears, her aunt would definitely nag her again.

Ma Xingye is the captain of the department's basketball team, and he was standing not far behind them. If they really had to compare, Xia Yao thought Zhou Yan was prettier.

Moreover, he makes people feel very comfortable around him.

"No rush, students, first take a look at this earthen stove by the door, and the writing on it," Su Jun said. "What do you see?"

Upon hearing this, the students all carefully examined the large pot and earthen stove, which were over a meter in diameter.

The pot lid has been lifted, and the rich aroma of beef, along with the steam, wafts out, making one unable to resist swallowing and feeling their mouth water.

This pot of broth has been simmering since they arrived this morning, for a full eight hours. I can't imagine how delicious it must be!
The stove was taller than a regular stove. The outer side was painted white with lime, and then the five large characters "Zhou Ji Qiaojiao Beef" were painted in red. The characters were neat yet elegant, and the large characters made them very eye-catching and visible from afar.

Only upon closer inspection can one see that a few lines of text written in black calligraphy below describe the origin and effects of Qiaojiao Beef, a short story.

"This is an advertisement."

"He repackaged the 'Qiaojiao Beef' and turned it into a medicinal dish with special effects."

"By placing the stove at the entrance of the restaurant, the aroma of the meat wafting out is itself a form of advertising, thereby attracting more diners."

"This braised beef must be delicious, the soup is so flavorful..."

The students chattered amongst themselves, with a foodie joining in.

Zhou Yan stood aside watching the spectacle; it was quite interesting to be analyzed as a case study.

Zhao Tieying was a little flustered. It was the first time she had been surrounded and studied by a group of college students, and she didn't even know where to put her hands.

“Using an eye-catching stove as a signboard, tracing the origin of Qiaojiao Beef, and packaging it, we can use its aroma to expand its influence and achieve widespread publicity.” After listening to the students’ discussion, Su Jun began to summarize: “This is actually a very representative case of brand building.”

Su Jun looked at Zhou Yan and smiled, "Comrade Zhou Yan, is this your idea?"

The teachers, students, and Lin Zhiqiang all looked at Zhou Yan.

(End of this chapter)