Chapter 606 – China’s food char
Feng Yu was excited to successfully invest in Quanjude. He knows that even if he does nothing, the Quanjude Group will bring in high returns from his investment.
In another 3 to 5 years, Quanjude Group could be listed, and his returns will be higher.
Of course, Feng Yu will not sit by the side and not do anything. Since he had become a shareholder, he must help Quanjude Group grow and increase the brand influences.
The easiest way to achieve this was to let everyone know that Quanjude has the top chefs and the best roast ducks!
Feng Yu’s method was straightforward. He creates food columns in newspapers and radio stations to promote Quanjude’s restaurants as the best restaurants in China!
In Feng Yu’s past life, there were many food segments on the radio. When you are not sure what to eat, you can call the radio station to ask for a recommendation. The broadcaster will provide recommendations.
You want to treat your customers and not sure which restaurant to go to? Go to Quanjude’s restaurant. The National Banquet was held there. This will show your respect for your clients.
You want to have a family gathering and not sure which restaurant to go to? Go to Quanjude’s restaurant. It serves the best roast ducks in China. There are also many other dishes available. It is great for family dinners.
You want to meet up with your friends and not which restaurant to go to? Quanjude……..
The purpose of this radio program was to recommend people to Quanjude’s restaurants. Of course, if you tell the broadcaster that you only have 30 RMB, they will not recommend Quanjude. They will ask you to eat from the roadside stalls. But most likely, your call will not be aired.
To the listeners, it was a radio food recommendation program. But actually, it was Quanjude advertisements. As for the newspapers, it was Feng Yu’s specialty. Soft advertising. But this time, it was much more straightforward. Feng Yu created China’s top food chart!
The number one on China’s top food chart was Quanjude’s roast duck. What? You say you like the braised duck web with mushrooms, one of the dishes from Manchu Han Imperial Feast?
Oh sorry. Based on our polls, no one likes this dish!
Manchu Han Imperial Feast was China’s most prominent banquet. But not everyone knows about the dishes served in the banquet. In fact, most of the people do not know about the name of the dishes.
But Quanjude was different. It was the National Banquet and had served foreign delegates!
This restaurant was picked by China’s top leaders to host foreign delegates and all of them like it. How can this roast duck not be number one on the chart? Although this chart was not fair, no one could provide evidence that it was rigged!
So, newspapers all over China published this chart and the words ‘Number one’ were in bold and bigger fonts.
Whoever that read the papers will notice this article. Everyone will see the name Quanjude Roast Duck! When they read the article, they will realize that Quanjude roast ducks were number one on China’s top food chart.
Not many people could resist the temptation of good food. But in reality, there was not a lot of good food around. But with sufficient marketing, people will try to like that food.
For example, truffles. Many people do not like the smell of truffles. But when they heard that truffles were costly and delicious, they will want to try. Although after trying, many of them regretted and it was not as tasty as they imagined, but it was still enough to let some of these people like the taste.
Quanjude roast ducks were easier to market compared to truffles. Not many people in China do not eat ducks. Also, Quanjude was a 100 years old brand and was still the National Banquet restaurant.
Many people were still able to resist the temptation of Quanjude roast ducks in the past. After all, the restaurant was only located in Beijing. Not many people were willing to travel to Beijing for roast duck.
But now, it was different. Dozens of restaurants in many cities of China serves Quanjude roast ducks. Those that did not have the chance to taste the roast ducks could eat it in a city near to them now.
The restaurants under Quanjude Group were not cheap, but it was also not very expensive. Many people were still able to afford a meal there. In the current era, there was still no pricy wine. When people were giving treats, they will just choose a good restaurant and not some fanciful places that serve pricy wine.
In the past, people did not know which restaurant to go when they were treating their clients, friends, leaders, etc. for meals. But now, they know where to go. They would look for a restaurant that hangs the Quanjude sign outside.
They will be able to enjoy good food and at the same time will not lose face.
The face was an important part of Chinese culture. Since they were going to treat others, they must not let the other party feel unhappy before they even eat the food. The food quality at restaurants under Quanjude Group was very high. There will not be an instance of the host losing face.
You do not like to eat roast ducks? No problems. The restaurants do not only serve roast ducks. They also serve other specialty dishes. In the past, one restaurant only has one or two specialty dishes. But now, it was different. The chefs of the restaurants under the Group will share their recipes with each other, and the diners have more options.
Customers can also get to eat other provinces’ cuisine in Sichuan restaurant, But Sichuan cuisine was still the primary cuisine style in that restaurant. To be able to enjoy food from all over China in a restaurant could meet the needs of the customers.
These marketing methods were not only in China. It was also used in other countries like Hong Kong, Malaysia, etc. The local newspapers also published the same article on China’s food chart. But the readers do not know that the paper was paid to publish it.
Since ancient times, China had given the impression that the country has lots of good food. An average meal of the Emperor consists of over 100 dishes. Although in the present world, it was not possible. But when entertaining guests, Chinese surely pick the best.
Quanjude roast ducks were the best!
Especially in Hong Kong, Macau, Taiwan, etc. The people there were curious about Quanjude roast ducks. All of them knew that Mr. Deng loves to eat this restaurant’s roast ducks. They want to taste it themselves.
With the aggressive advertising on newspaper and radio stations, the trend of looking for good food started.
Rich people would be embarrassed to tell their friends that they had not tasted Quanjude’s roast ducks.
Quanjude Group made use of these marketing strategies to bring Quanjude brand to the next level. It might not be the most delicious food in China, but it is the most famous food.
All the restaurants under the group were racking in high profits. All the shareholders were laughing and waiting for this year’s dividends.
At this time, Feng Yu decided to return back to school at Hong Kong University. He still needs to increase his knowledge. He needs to be able to make better decisions during the 1997 financial crisis.
But before Feng Yu left for Hong Kong, he received a call. A call from someone he had been waiting for.
This person was the proud Li Dafu. He was the Chairman of Geely Automobile in Feng Yu’s former life. Feng Yu had tried to recruit him personally but was rejected.
Why was he calling now? Did he change his mind?
Translator’s notes:
Manchu Han Imperial Feast
https://en.wikipedia.org/wiki/Manchu_Han_Imperial_Feast
Geely
https://en.wikipedia.org/wiki/Geely
Li Shufu
https://en.wikipedia.org/wiki/Li_Shufu