hotmtlnovel Chapter 1456 Burger King?
Chapter 1456 Burger King?
Chapter 1456 Burger King?
As the Lunar New Year approaches, Jiudaowan Hutong is gradually becoming lively. A special kind of busyness and anticipation, belonging to the New Year, begins to permeate the air.
The chimneys seemed to be emitting smoke for longer than usual. Housewives were busy washing bedding and cleaning the houses, while the men were busy preparing for the New Year. The walls of the alley were freshly whitewashed, and although it was only a thin layer, it made the alley look much brighter.
The children, on winter vacation, chased and played in the alley, their faces red from the cold, wearing thick cotton-padded coats, and the white breath they exhaled stretched long in the cold air.
However, supplies were still relatively scarce in 1979. There was a festive atmosphere, but true material abundance was far from the case. Every household had to carefully calculate and weigh their New Year's shopping lists.
You needed meat coupons to buy meat, cloth coupons to buy cloth, oil coupons to buy oil, sugar coupons to buy sugar... All sorts of colorful coupons were the most important "hard currency" at that time.
Ordinary families couldn't afford to buy many things freely. Most families tightened their belts, squeezing out some money to buy a few pounds of pork with a good balance of fat and lean meat—the fat would render into lard, which would make stir-fries fragrant for a long time, while the lean meat would be saved for dumplings or braised pork for the New Year. Those who were slightly better off might be able to buy a few feet of cloth to make new blouses or trousers for their children. If a family was truly struggling, they might buy a few feet of red ribbon to braid their daughters' hair, which would be a nice touch for the New Year.
But these days, the conditions of neighbors are actually not much different. No one can be called rich; it's just that working-class families are slightly more stable, and dual-income families have a little more financial ease.
So, no one should laugh at anyone else. The Li family bought two jin of meat, the Zhang family bought a piece of floral cloth, and the Wang family only bought a string of firecrackers... Everyone asked each other about their experiences, their tone mostly understanding, with little comparison. The end of the year was more like a ritual, a collective effort to find hope and warmth in impoverished times.
Qin Hao's family was no exception. Li Yuxiang had pulled some strings to get some better meat coupons early on, and bought more than two jin of meat, mostly fat and not much lean. She also used her saved food coupons to buy some fruit candies and melon seeds.
Qin Hao helped his mother thoroughly clean the house inside and out, wiping the windows again and again. Although the glass was old and didn't let in much light, it was still brighter. The New Year's Eve dinner was simple: a plate of dumplings, a plate of scrambled eggs, a bowl of stewed cabbage and vermicelli, and a small dish of fried peanuts. The mother and son ate quietly under the dim light, listening to the sporadic sounds of firecrackers outside, a warm feeling of mutual dependence prevailing.
The New Year passed peacefully. He paid New Year's visits on the first day, went back to his parents' home on the second, and on the third day, Qin Hao began packing. His luggage was simple: a worn canvas travel bag containing a few changes of clothes, and some boiled eggs and pancakes that his mother insisted on putting in it. Most importantly, there was 153 yuan in his pocket.
On the morning before their departure, before dawn, the fire in the stove was already burning brightly. Li Yuxiang hadn't slept well all night, and her eyes were a little puffy. She silently watched her son finish breakfast, then checked his luggage again and again. Finally, she took a neatly folded piece of paper from her pocket and slipped it into Qin Hao's hand.
"Haohao, take this." Her voice was a little hoarse. "This is the address of Yajing in Guangzhou that I got from your Aunt Shen. Your Aunt Shen has already made a long-distance call to Yajing and arranged it. When you get to Guangzhou, you won't know anyone there, so just go to this address to find Yajing. Yajing has been there for a few years and has established herself. If you encounter any difficulties, she will help you... After all, she's a neighbor, and we grew up together."
Qin Hao felt a pang of sadness. He took the note, which still carried his mother's warmth, and carefully placed it in the pocket of his inner garment, pressing it gently against his skin.
"Mom, don't worry. I'll go see Zhao Yajing as soon as I get to Guangzhou. With her looking after me, you don't need to worry too much."
"Yes, Mom knows... You've grown up and have your own ideas." Li Yuxiang wiped her eyes and forced a smile, "When you get there, be careful. When dealing with people, be cautious. You shouldn't have the heart to harm others, but you can't be without the heart to guard against them..."
As they were talking, a neighbor's voice called out from outside, reminding them it was time to head to the train station. Qin Hao slung his travel bag over his shoulder, while Li Yuxiang picked up a small cloth bag containing dry food and water for his journey. The mother and son left the courtyard one after the other, disappearing into the sparse morning light of the alleyway.
Beijing Railway Station was still packed with people. With the Spring Festival just over, a diverse crowd—those visiting relatives, returning home, and traveling for business—converged here, creating a bustling and noisy atmosphere. The air was thick with the smells of sweat, smoke, food, and the dust of luggage.
Finding the correct platform and carriage led to another round of crowding. Li Yuxiang stayed close to her son, constantly reminding him, "Haohao, it's crowded on the train, keep a close eye on your bag... stay alert while you sleep..."
"Mom, don't worry, I've memorized everything," Qin Hao replied as he struggled to squeeze towards the carriage door.
Finally squeezing to the train door, Qin Hao turned around and said, "Mom, I'm going up first. Please take care of yourself at home, don't overwork yourself, and eat on time..."
"Oh, Mom's perfectly fine, don't worry about me." Li Yuxiang finally couldn't hold back her tears, which streamed down her cheeks. "Take good care of yourself... When you're out and about, try to be patient and don't act impulsively. Staying safe and sound is more important than anything else..."
The train whistle blared, and the conductor began urging passengers to hurry. Qin Hao gritted his teeth, turned around, and squeezed into the carriage. Through the dirty window, he saw his mother straining to stand on tiptoe, clinging to the bottom edge of the window, her hands gripping the cold frame tightly, her tear-filled eyes desperately searching for him inside the carriage.
"Mom! Let's go back inside! It's cold outside!" Qin Hao shouted, banging on the window.
Li Yuxiang seemed to hear it, yet also seemed not to hear it; she just stubbornly clung to it, her lips moving as if she were saying something.
The train jolted violently and slowly started moving. The platform began to move backward. Li Yuxiang jogged a few steps to keep up, but was ultimately left behind by the increasingly faster train. Her figure grew smaller and smaller until it completely disappeared into the background of the crowd and buildings at the end of the platform.
……
This journey south was nothing short of agonizing. The old-fashioned green train rattled along for a full day and two nights. The carriages were packed to the brim; people and luggage were crammed into the aisles, under the seats, and even on the luggage racks.
The air was extremely polluted, a mixture of body odor, smoke, the smell of fermenting food, and coal smoke.
There were long lines to use the toilet, and hot water was often unavailable. At night, tired people struggled to fall asleep in all sorts of contorted positions, with snoring, sleep talking, and children crying filling the air.
Qin Hao spent most of his time in the connecting area between the carriages, where it was relatively well-ventilated but also colder. He leaned against the cold carriage wall, closing his eyes to rest or observing the various passengers. There were young people like him heading south with dreams, people traveling with their families to visit relatives, weary-looking officials on business trips, and shrewd-eyed people who whispered about "goods" and "prices"—people who looked like middlemen.
When the train finally announced, "We're almost at Guangzhou Station," a commotion and cheers erupted in the carriage. Everyone eagerly began packing their luggage and rushed towards the doors.
As the train slowly came to a stop, the moment the doors opened, the pent-up crowd surged out like a burst dam. Qin Hao was swept along by the flow of people, involuntarily squeezed out of the carriage, and stepped onto the wet cement platform of Guangzhou Railway Station.
A warm, slightly salty air rushed towards him, a stark contrast to the dry, cold air of Beijing. The platform was even more chaotic. Before Qin Hao could even find his footing, a large group of men speaking with heavy Cantonese accents swarmed around him, their eyes scanning the bewildered passengers who had just disembarked, like hunters selecting their prey.
"Hey beautiful, where are you going? I'll help you with your luggage, it's super cheap!"
"Hey handsome! Heading to the city center? One dollar delivery to your door! Hurry up!"
"Looking for a hotel? Clean, cheap, and with hot water!"
Most of these people were local tricycle drivers or hotel touts, chattering and making a racket; some even reached out to grab his luggage. Qin Hao was prepared. He clutched his travel bag tightly, his eyes wary, his face expressionless. He ignored all the attempts to talk to him, pushed through the crowd, and strode quickly toward the exit.
These "local bastards" soliciting passengers at the train station rarely tell the truth. They'll agree on one yuan, but once you're on their tricycle, after a series of twists and turns, you won't get off until you've paid five or ten yuan. If you don't pay, they'll often call on their friends and accomplices—all from the same village or clan—and a dozen burly men can easily swarm you. Outsiders, unfamiliar with the area, usually have no choice but to be ripped off.
Squeezing through the chaotic train station square, Qin Hao found the bus stop and squeezed onto a bus heading into the city.
Through the car window, Guangzhou's streets appeared narrower than Beijing's, but more vibrant with life. Dense banyan trees lined both sides of the road, their aerial roots drooping down. The architecture was diverse, ranging from dilapidated arcade buildings to newly constructed box-like structures. People's clothing seemed more colorful, though still predominantly blue, gray, and green, with the occasional brightly colored shirt or skirt.
Bicycles flowed like a river, their bells ringing incessantly. The air was filled with incomprehensible Cantonese conversations, the aroma of food, and a restless, vibrant atmosphere.
The bus swayed and rattled through the old town, finally stopping near Beijing Road. Qin Hao got off and started searching according to the address and the directions he remembered.
In 1979, Beijing Road in Guangzhou already showed signs of prosperity unlike anything seen in the inland areas. Although it was only this year that the government truly began to allow private businesses to operate and issue individual business licenses, before which most businesses were small-scale or required affiliation with street offices or work units, this small policy "loophole" seemed to inject tremendous vitality into this land.
The streets are lined with shops, most of which are small and simply decorated, but they are diverse: department stores, clothing stores, shoe and hat stores, watch and eyeglass stores, food stores, teahouses... The shop windows display all kinds of goods, many of which are novelties rarely seen in the north.
Pedestrians thronged shoulder to shoulder, the sounds of bargaining, shopkeepers' shouts, and bicycle bells blending into a lively symphony of everyday life. Many shops displayed red paper signs that read "Welcome to Buy" and "Genuine Goods at Fair Prices," while some even played Teresa Teng's "decadent" songs on tape recorders to attract customers.
Qin Hao walked around, observing and silently assessing the situation. The business atmosphere here was indeed much more vibrant than in Beijing, and competition was already beginning to emerge.
Following the address on the note, he found a small shop called "Yajing Clothing." The shop was small, only about ten square meters. A few trendy polyester shirts and flared trousers hung in the glass window facing the street. Inside, against the wall, several simple clothes racks were filled with various garments. A young girl was serving customers.
As soon as Qin Hao entered the store, a short-haired woman emerged from the back room, lifting the curtain. She appeared to be around seventeen or eighteen years old, tall and slender, wearing a beige collared shirt tucked into dark blue straight-leg trousers and black leather shoes, looking clean and sharp. Her features were delicate, her eyes bright, exuding shrewdness and competence.
She greeted him in broken Cantonese: "Handsome, are you buying clothes for your girlfriend or for your elders? Just take a look, the styles are really new."
Listening to her accent and scrutinizing her face, Qin Hao vaguely recognized a resemblance to the little girl from his childhood who used to run wildly after boys with a snotty nose, but the changes were too drastic. He couldn't help but laugh and said in standard Beijing dialect, "Zhao Yajing, you really have changed a lot as you grow up. I almost didn't recognize you."
Upon hearing the familiar Beijing accent, Zhao Yajing was visibly taken aback for a moment, then her eyes widened suddenly as she looked Qin Hao up and down. She then clapped her hands, a bright smile spreading across her face, and instantly switched back to her fluent Beijing accent: "Hi! Qin Hao! It's you! My mom just called me a couple of days ago, saying you'd be here soon. I didn't expect it to be so quick! You're really efficient!"
She walked over in a few steps and casually patted Qin Hao on the shoulder, her movements cheerful: "You've changed, Lao Qin! You're much more energetic than when you were a kid! It's just that your outfit... it still has that rustic northern feel to it. I'll take you to get a couple of new outfits later!"
Qin Hao laughed, "I was just staying at home anyway, so I thought I'd come and visit as soon as possible. I heard you're a big boss now, so I've come to rely on you. You have to take care of your old classmate!"
"Hey! What big boss!" Zhao Yajing waved her hand, gesturing for him to sit on the only chair in the shop. She then turned and poured him a glass of water from the thermos, handing it to him. "You've been listening to my mom's nonsense, bragging about me! I'm just starting out, a small business. Look at this street, which shop owner isn't more experienced and has more capital than me? But—" She changed the subject, patting her chest, "Based on our childhood friendship, forged from playing in the mud and peeing together in Jiudaowan Hutong, don't worry, you definitely won't be treated badly here! Come on, you must be hungry after your journey, let's go to a restaurant and treat you to a meal!"
She was a very decisive person, and as she spoke, she instructed the girl in the shop: "Xiaoling, I have something to do, so I'll go out first. When Boss Wang comes to pick up the goods later, you can just give it to him directly. I've already received the deposit."
"Okay, Sister Yajing." The girl nodded obediently.
Zhao Yajing grabbed Qin Hao's arm and pulled him out of the clothing store without saying a word.
……
The two arrived at a small restaurant near Beijing Road. The restaurant wasn't big, but it was fairly clean, and it was lunchtime, so it was quite full of customers. Zhao Yajing was clearly a regular; the proprietress greeted her warmly and said a few words in Cantonese, to which Zhao Yajing responded in broken Cantonese.
She quickly ordered four dishes and a soup: poached chicken, steamed sea bass, bok choy with oyster sauce, braised tofu, and a slow-cooked soup. The dishes were served quickly, the portions were generous, and the aroma was irresistible.
"Old Qin, what would you like to drink? Beer or baijiu?" Zhao Yajing asked, picking up the menu.
Qin Hao waved his hand: "Let's skip it today. I just got off the train and I'm still a bit tired. Besides, I still need to wander around the area later to familiarize myself with the surroundings and do some market research. Drinking will only make things worse."
"Market research?" Zhao Yajing paused, holding the menu, and looked Qin Hao up and down in surprise. "Old Qin, you...you really plan to go it alone and start a business?"
Qin Hao picked up a piece of tender poached chicken with his chopsticks, dipped it in the ginger and scallion sauce on the side, and found it delicious.
"Otherwise, why would I drive over 2,000 kilometers from Beijing to get here?"
Zhao Yajing put down the menu, leaned forward slightly, and looked at him with a serious and curious expression: "I didn't realize, Lao Qin... You used to be a well-known honest kid in the alley, not talkative, just always burying yourself in your books. It's only been a few years, and you've really become... capable. When my mom called me before, I was worried. If you were still as dull as you were when you were a kid, how would I arrange things for you?"
Qin Hao smiled and said, "People always change. But no matter how much I change, I haven't changed as much as you. Who would have thought that the little girl who used to follow me and Yang Shumo around with snot hanging from her nose would grow up to be so beautiful and become the capable Boss Zhao?"
"Wow, you've got a sweet tongue!" Zhao Yajing was amused, her eyes crinkling into crescents. "Alright, with your enthusiasm and drive, I think you've got business potential. How about this—" She straightened her expression, "After dinner, I'll go with you to do that 'market research' you mentioned. If you spot a promising business opportunity, I'll invest in it! We'll split the profits, how about that?"
Qin Hao didn't mince words: "Sure! I was just worried about not having enough start-up capital. But even close brothers should keep clear accounts. Investment and partnership are fine, but the accounts must be clear. If there are losses, it's not your fault, it's my loan to you. If there are profits, we'll divide the profits according to the investment and effort."
Seeing how serious he was, Zhao Yajing looked at him even more highly: "Alright! You're so straightforward! We'll do it your way! Let's eat first, so we'll have the energy to shop!"
After a satisfying meal, Zhao Yajing led Qin Hao on a tour of Beijing Road and the surrounding streets and alleys. With her expert explanations, Qin Hao gained a more direct and in-depth understanding of Guangzhou, especially this commercial district.
Zhao Yajing is not only familiar with the operation of each store and the background of the owners, but also knows the sourcing channels and approximate profits of certain products.
Pointing to the bustling crowd, she said, "See? Now that the policies have loosened, more and more people are coming to Guangzhou looking for opportunities. Some are from the north, and some are from nearby towns. There are also more people doing business, but most of them are still small-scale, selling clothes, small commodities, or running food stalls."
Qin Hao listened and observed simultaneously, his keen eyes scanning each shop, noting the customers coming and going, their spending habits, how long they stayed, and what they bought. He paid particular attention to several popular restaurants, noticing that even during mealtimes, many customers were in a hurry, and many seemed impatient while waiting for a table or for their food.
They continued walking until dusk, when the streetlights began to come on. Beijing Road was even more bustling at night than during the day, with neon lights and shop lights illuminating the street. Zhao Yajing led Qin Hao to a rented room in a nearby alley.
The house was dilapidated, an old-fashioned brick and wood structure, only about ten square meters in size, with a small window. Inside, besides a wooden bed, a broken table, and a stool, there was nothing else. But its advantage was its good location, close to the Beijing Road Market, less than a ten-minute walk away, and costing ten yuan a month, including all water and electricity.
Qin Hao didn't complain and immediately signed a simple agreement with the landlord, paying one month's rent. Zhao Yajing helped Qin Hao tidy up the room a bit, bringing an old bed sheet from her shop to use as a curtain, and also found an old washbasin and a kettle.
After finishing their work, the two sat down to rest on the hard bed. Zhao Yajing wiped the fine sweat from her forehead and asked curiously, "Old Qin, after walking around all afternoon, do you have any ideas? Have you thought about what kind of business to start? Let me tell you, this street has everything, the competition is fierce."
Qin Hao dusted himself off, pondered for a moment, and slowly said, "Food is the first necessity of the people."
"You want to open a restaurant?" Zhao Yajing was a little surprised, then frowned: "There are quite a few restaurants around here! Look at the street where we ate today, there are more than a dozen restaurants of all sizes, including Sichuan, Hunan, and Cantonese cuisine! And opening a restaurant requires a lot of capital, renting a shop, hiring a chef, buying equipment... How are you going to compete with them?"
Qin Hao shook his head, his tone calm: "I never intended to compete with them."
"Wait a minute." Zhao Yajing was confused by his words and widened her eyes: "Didn't you say you wanted to go into the food service industry? If you don't want to compete with them, then what will you sell?"
Qin Hao smiled, a confident glint in his eyes: "I'm going to get into the food service industry, but it's not the same kind of business as what they're doing. What I'm going to do is 'Western fast food'."
"Western fast food? What does that mean?" Zhao Yajing looked blank; the term was completely unfamiliar to her.
"Have you heard of KFC?" Qin Hao asked.
Zhao Yajing shook her head blankly: "What chicken?"
Qin Hao was not surprised. In this era of limited information, KFC was still an unheard-of term for most Chinese people. It wasn't until the first KFC opened in Beijing in 1987 and caused a sensation that it entered the public eye.
He organized his thoughts and then recounted in simple and easy-to-understand language the origins, development model, and operating characteristics of KFC that he remembered—such as its founding by Colonel Harlan Sanders, its focus on fried chicken, its standardized and fast meal service, and its iconic red and white striped image.
Zhao Yajing listened, stunned, her eyes widening as if she were hearing a fairy tale. "Old Qin...where...where did you learn all this from?"
Qin Hao had already prepared his explanation, and said without changing his expression, "Do you still remember Shi Xiaona from our alley?"
“I remember, she’s a capitalist’s daughter.” Zhao Yajing nodded.
"Shi Xiaona has an uncle in Hong Kong, and I heard that his business is quite big. Her uncle often sends her Hong Kong magazines and pictorials, and I've read some of them too. They have introductions to fast food restaurants from abroad."
Qin Hao's words make perfect sense. In this era, Hong Kong is indeed an important window for the mainland to understand the outside world.
Zhao Yajing suddenly realized, "Oh, no wonder..." But she quickly raised a question, "But Lao Qin, you've only read about this 'KFC' in books and newspapers, and you've never actually seen or eaten it yourself. Isn't it too risky to just copy it and open a shop like this? Besides, people here prefer hot and fresh food, with both dishes and soup. Your Western fast food is just fried chicken and bread and stuff. Will customers accept that? Will it sell?"
Qin Hao didn't directly refute him, but instead asked, "Ya Jing, when we were walking around the market this afternoon, didn't you notice something?"
"What phenomenon?" Zhao Yajing asked, puzzled.
"The customers who come to this street, especially those who are on business trips, running errands, or doing business, are all in a hurry, walking as fast as if they're in a battle." Qin Hao analyzed seriously: "The restaurants we observed that were doing well were packed during mealtimes, with many people waiting outside for a table. Even if you got in, it would take at least 20 or 30 minutes from ordering to all the dishes arriving. Many customers couldn't wait, or were in a rush, so they would quickly eat a few bites, pay the bill, and leave before all the dishes were served. Some even complained that the food was served too slowly."
Zhao Yajing thought about it for a moment, and it seemed to be true. "Yeah, it was a bit... especially around noon."
"So," Qin Hao spread his hands, "I started this 'Western fast food' specifically for customers who are 'time-sensitive.' A meal at a traditional restaurant, including waiting for a table, food, and eating, takes at least half an hour. Here, from ordering to receiving your food, it takes a maximum of five minutes! And my food—like hamburgers, fried chicken, and fries—is wrapped in paper, so they can just grab it and eat it on the go, or take it back to their office or hotel to eat—it won't interfere with their work at all!"
Listening to Qin Hao's clear, concise, and to-the-point analysis, Zhao Yajing was stunned. She pondered Qin Hao's words carefully, and the more she thought about it, the more sense it made. She herself was often too busy sourcing goods at the market and running her shop to eat properly, sometimes just grabbing a quick bun or steamed bread to tide her over. If there really was such a quick, convenient, and reasonably tasty meal…
Her eyes gradually brightened, and an excited look appeared on her face. "Old Qin! You're amazing!" She slapped Qin Hao's shoulder hard, "Where did you learn all these tricks and ideas? Just from reading books and newspapers?"
Qin Hao grimaced as she patted him, then laughed and said, "There's a wealth of knowledge in books, you know. Reading more, observing more, and thinking more can never hurt. The key is to see opportunities that others haven't."
Zhao Yajing suddenly stood up from the bed, paced a couple of steps in the small room, then turned around, staring intently at Qin Hao, and said decisively, "Old Qin! Let's do this business together! I'll invest! If we lose money, it's on me..."
Qin Hao said seriously, "That won't do. If you lose money, consider it a loan from me. If you make money, we'll split it according to our shares, I get six and you get four."
Zhao Yajing readily agreed, gripping Qin Hao's hand tightly and shaking it: "Frank! Even brothers should keep clear accounts, so let's do it your way! 60/40 split, you get 60% and I get 40%!"
Over the next few days, the two of them worked like clockwork. Under the guidance of Zhao Yajing, the local expert, Qin Hao quickly secured crucial raw material supply channels: chicken, flour, cooking oil, seasonings…
The biggest challenge then became finding a storefront. Good locations on Beijing Road were already extremely scarce, and even moderately decent shops were either thriving businesses themselves or had exorbitant rents. The two spent several days looking at over a dozen shops, but none were particularly suitable. Either the location was too remote, the space too small, or the landlord's conditions were too demanding.
Finally, Zhao Yajing gritted her teeth and, through an intermediary, paid a "transfer fee" of two thousand yuan to take over a small shop in the middle section of Beijing Road, relatively close to the intersection, from a shop owner who originally sold small ornaments. The shop was about twenty square meters in size, with a narrow storefront but a decent depth, and most importantly, a good location with good foot traffic.
With the shop space secured, the next step was renovation. Qin Hao personally drew up the interior design plans. The plans clearly defined the functional areas: an order and cashier counter, a semi-open food preparation area, limited seating for dine-in customers, bright lighting, and a simple signboard location…
When Zhao Yajing saw the impressive design drawings Qin Hao had created with a ruler and compass, she was speechless with surprise: "Old Qin! You...you can draw this?"
Qin Hao joked, "Look at what you're saying. You should ask: Old Qin, is there anything you can't do?"
"You're getting cocky now that I'm calling you fat!" Zhao Yajing laughed and rolled her eyes at him, but her eyes were full of admiration: "But I have to say, your drawing is really beautiful, so clear. If we could really decorate like this, our shop... would look really 'high-end,' different from other shops, and it would definitely attract people!"
"Oh, right." She pointed to the blank space for the signboard on the drawing, "What should we call this shop? We need something catchy."
Qin Hao was prepared. He picked up a pen and wrote three words on the drawing: "Let's call it 'Burger King'!"
"Burger King?" Zhao Yajing read it aloud. "Isn't that... a bit too direct?"
Qin Hao laughed: "That's exactly what we want! These days, the more straightforward a name is, the easier it is for people to remember it."
Zhao Yajing thought for a moment and nodded: "That makes sense... Okay! I'll do as you say! 'Burger King' it is! Let's get started!"
The renovation was done by a local construction team that Zhao Yajing knew well. Qin Hao oversaw the entire process, strictly adhering to the blueprints and paying close attention to detail. The walls were painted a bright light yellow, the floors were covered with relatively clean and easy-to-clean light-colored tiles, and the work area was tiled with white ceramic tiles. The custom-made sign was also finished, with red background and white lettering; the three large characters "Burger King" were very eye-catching, and an abstract crown pattern was drawn next to it.
During the ten days or so of renovations, Qin Hao didn't have much free time. With Zhao Yajing's help, he hired three quick-witted and clean-looking local girls. Then, in a small, temporarily rented warehouse, they began intensive training.
The training content was entirely designed by Qin Hao. He explained in detail the main products that Burger King would sell: hamburgers (bread, patty, lettuce, sauce), fried chicken (marinating, coating, frying temperature and time control), French fries (cutting, pre-treatment, frying), and his plan to make "milk tea" a specialty drink (the ratio of black tea, milk, and sugar).
He broke down each step of the process, teaching us step by step. How to knead the dough, ferment it, and bake the bread dough; how to marinate chicken to make it flavorful and tender; how to control the oil temperature and time when frying chicken to achieve a crispy outside and tender inside; how to pre-treat French fries to remove starch and fry them to a golden and crispy texture; how to adjust the tea-to-milk ratio in milk tea to achieve the right taste…
He had the three girls practice repeatedly, and they tasted the products together, pointing out problems and making continuous adjustments. Qin Hao deeply understood the importance of standardization and consistent taste for fast food. At the same time, he also trained them in service procedures: taking orders quickly, announcing receipts and payments, using polite language, and maintaining hygiene in the work area and themselves.
Qin Hao didn't waste the "experiments" made during the training. He had the girls set up a small table in front of the Burger King store, which was under renovation, every day, and cut fried chicken nuggets, small portions of fries, and sample milk tea into small pieces to offer to passersby for free.
At first, Zhao Yajing felt bad seeing such a "waste" and thought it would be better to sell it at a lower price. But Qin Hao insisted: "This is not a waste, it's an investment. We need to let potential customers know what 'Burger King' tastes like before we open, so that they will be willing to come in and eat when we open."
Sure enough, the free samples attracted a large number of curious passersby. The golden and crispy fried chicken nuggets, the fragrant French fries, and the sweet milk tea were all tempting new things for people in an era when resources were not abundant.
Many people who tried the food raved about it and inquired about the official opening date and prices. Even before the store opened, Burger King's reputation and anticipation had already quietly spread throughout the neighborhood.
Seeing the crowd gathered at the entrance during the tasting and the curious and satisfied expressions on people's faces, Zhao Yajing was filled with admiration for Qin Hao's foresight and never mentioned the word "waste" again.
Finally, the renovations were complete, the equipment was in place, and the staff were fully trained. The day before the opening, Qin Hao and Zhao Yajing led the employees in a final thorough cleaning and material preparation, working until late at night.
On opening day, the weather was fine. Early in the morning, Zhao Yajing and Qin Hao unveiled the red cloth covering the Burger King sign, and firecrackers popped and crackled. Some curious passersby who had been waiting, as well as customers who had been attracted by the free samples a few days earlier, immediately flocked to the store.
The bright interior, the neatly dressed waiters in matching aprons, the golden fried chicken and hamburger samples displayed behind the glass counter, the enticing aroma of fried food filling the air... everything seemed so "trendy" and unique.
"Welcome to Burger King! What would you like to order?" A well-trained server greeted us warmly in Mandarin with a Cantonese accent.
The menu, written on bright red paper, was prominently displayed on the wall, with prices clearly marked: hamburgers were three yuan each, fried chicken wings two yuan each, fried chicken legs three yuan each, fries one yuan a bag, and milk tea one yuan a cup. The prices weren't cheap, but considering it was a "novelty," "Western fast food," and located on the bustling Beijing Road, most people found it acceptable.
"Give me a hamburger and a chicken leg!"
"I want two chicken wings and a bag of fries!"
"What's milk tea? Sweet? Then I'll have a cup to try!"
The sounds of orders coming in all directions. Behind the counter, the girls were busy in an orderly manner, following the procedures they had been trained in: picking up pre-made bread dough and meat patties, heating and assembling them, taking out fried chicken wings and drumsticks from the warming cabinet, quickly bagging fries, and making milk tea... The whole process was indeed very fast, with customers hardly having to wait more than five minutes.
Some customers, upon receiving their food, immediately stood at the small tables outside the shop, eagerly taking a bite. The hamburger's soft bun, juicy patty, fresh lettuce, and special sauce blended together; the fried chicken had a crispy skin and a tender, juicy interior; the fries were steaming hot, savory, and crispy; the milk tea was silky and sweet… These flavor combinations offered a novel and satisfying experience for palates accustomed to traditional Chinese cuisine.
"Yeah! Delicious!"
"This burger is great! It's very filling!"
"The chicken drumsticks smell so good!"
Positive reviews poured in. More people were drawn in, forming short queues. Opening discounts further stimulated consumption.
Zhao Yajing was in charge of the cashier, her fingers flying across the counter as she made change, her smile never fading. Qin Hao, on the other hand, observed the operations from the side, coordinating and resolving minor issues as they arose, such as the speed of fried chicken delivery and feedback on the sweetness of the milk tea.
The store opened around 11 a.m. and stayed open until after 8 p.m., with a constant flow of customers. Almost all the prepared ingredients were sold out.
They closed the shop door and pulled down the shutter. Zhao Yajing, Qin Hao, and the three exhausted girls began to count the money. When Zhao Yajing finished counting the mountain of banknotes and coins piled up in the drawer, her hands were trembling slightly.
"Old Qin... Old Qin!" Her voice trembled with excitement: "Guess how much money we made today... today?"
Qin Hao had a rough estimate in mind, but he still asked, "How much?"
"Three thousand one hundred and eighty-seven yuan!" Zhao Yajing exclaimed, her eyes wide and shining. "My God! Just one day! More than three thousand yuan!"
Qin Hao remained relatively calm, quickly calculating in his mind. With a turnover of over three thousand, after deducting raw material costs, rent, utilities, labor, taxes, and other miscellaneous expenses, the daily net profit was estimated to be around fifteen hundred yuan!
A net profit of 1,500 yuan a day! In 1979, this was undoubtedly an astronomical figure. Keep in mind that an average worker's annual salary was probably only four or five hundred yuan.
"Haha! Lao Qin! We're going to be rich! We're really going to be rich!" Zhao Yajing could no longer contain her excitement and jumped up to give Qin Hao a hard slap on the back. "This is way more money than I've been working myself to the bone at the clothing store! And this is only the first day! The very first day!"
She looked at Qin Hao, her eyes filled with undisguised admiration and relief: "Old Qin, you're amazing! How did you come up with that? I, Zhao Yajing, am completely convinced! From now on, whatever you say, we'll do!"
"Don't get too excited yet." Qin Hao smiled, but his tone was calm. "It's normal for business to be good on the first day and for promotions to feel novel. To sustain this, we need to maintain quality and provide excellent service. In addition, we need to find a way to stabilize the supply of raw materials. Also, it probably won't be long before other stores start copying our model. We need to speed up the pace of opening branches to achieve economies of scale, squeeze the market, and reduce costs at the same time."
Upon hearing this, Zhao Yajing calmed down a bit, but her confidence grew even stronger: "Yes! You're right! Lao Qin, I'll listen to you on what to do next!"