Chapter 27: Comrade Zhou Yan, is this your idea?

“Zhou Erwa Restaurant?”

Wang Defa stood there with his mouth agape, his face a mask of shock and confusion that quickly curdled into shame and indignation.

He had already mentally prepared himself for them to go to a state-run restaurant; it was understandable that teachers and university students from the big city would have a preference for state-run establishments.

But how could he have possibly imagined they were going to Zhou Erwa Restaurant?

How was this any different from jumping up and slapping him across the face?

Wang Defa’s lips trembled. “Motherfu—” The curse died on his lips; remembering Lin Zhiqiang’s warning from this morning, he forced himself to swallow it back down.

In the crowd, Xia Yao’s mouth hung slightly open. She looked at Zhou Yan’s retreating back with surprise; she hadn't expected the Director to choose to eat at Zhou Yan’s shop.

This had to be a good thing. There were thirty of them; they would fill up half of Zhou Yan’s shop in one go.

Zhou Yan and Auntie Zhao would surely be delighted.

Xia Yao felt quite happy herself. She had no desire to eat at the factory canteen. On her first day, her uncle and aunt had taken her to try the stir-fry there, and the quality was far inferior to their school canteen.

She wanted to eat Zhou Yan’s braised pork ribs, and she wanted to taste his newly added Qiaojiao Beef.

“These college students won't eat at the canteen, they're going to Zhou Erwa Restaurant? They certainly know quality when they see it, knowing exactly where the good food is.”

“Zhou Yan’s noodles and Qiaojiao Beef are way better than the canteen food, except for being more expensive!”

“The canteen gets more disgusting by the day. If it weren't cheap, even a dog wouldn't eat it!”

“I went for stir-fry yesterday; the pig liver was sliced as thick as chopsticks, and the stir-fried liver was nothing but watery soup—it was old. The large intestines weren't cleaned properly and weren't braised until tender; it made me want to gag.”

“Back when Master Xiao was the head chef, even the large-pot dishes were fragrant. Now, some people want their old cousin to be the head chef, so they've relegated Master Xiao, a second-class chef, to being a prep cook. You can't even eat the stir-fry anymore.”

“What a piece of work. I spend my own money to eat and still get nauseated by him. The one who's supposed to be the 'poop-shoveler' is being bullied by the one eating the 'poop' instead.”

Passing workers gossiped incessantly, casting disdainful glances at Wang Defa.

Wang Defa was the canteen director, which made him a leader of sorts in the textile factory.

However, workers in this era had strong backs and weren't intimidated by a canteen director. Some workers had been there since the factory's founding and had more seniority than Wang Defa.

They were already unhappy with the poor food at the canteen, and they had spent plenty of time cursing him in private.

Today, with the university students refusing the canteen and the Deputy Factory Director present, the "sarcasm specialists" couldn't resist throwing a few jabs.

The students couldn't hold back their laughter. Since it wasn't their school leadership, they felt free to laugh.

A canteen that could be mocked so openly by its own workers must truly have nothing worth eating.

The Director certainly has great insight; as expected of a Director.

Wang Defa heard every single word clearly. His face shifted through various shades of red and blue, yet he forced himself to maintain an air of indifference.

His gaze drifted toward Lin Zhiqiang, hoping he would step forward to say a few words in defense of the factory canteen.

“No problem, let's go to Zhou Erwa Restaurant,” Lin Zhiqiang decided decisively, saying with a smile, “Let's all go together. I've been craving their noodles too.”

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

The young man was a bit reckless for standing up for his master, but Lin Zhiqiang admired Zhou Yan’s youthful sense of righteousness.

The canteen's food had been getting worse over the past two years, even the stir-fry had become sloppy; as the director, Wang Defa was to blame.

The factory canteen wasn't under his jurisdiction, so he couldn't discipline Wang Defa.

But in terms of both sentiment and reason, he did not hesitate to stand on Zhou Yan's side.

It wasn't easy for a young man to start a restaurant; since it was Su Jun's suggestion, he would simply cooperate.

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

“Deputy Director Lin...” Wang Defa watched Lin Zhiqiang’s back, his mouth opening and closing. He couldn't help but stomp his foot. “That kid Zhou Yan is truly loathed! I'll deal with you sooner or later!”

The workers laughed and walked away, feeling as though a grievance had been vented.

Even a pest like Wang Defa would have his day of humiliation.

Led by Lin Zhiqiang, the thirty teachers and students marched grandly toward Zhou Erwa Restaurant.

Along the way, they drew many curious gazes.

It was currently the midday shift change, so many workers followed to watch the spectacle, some even coming straight from the canteen.

In this era, university students were a rarity.

A group of twenty or thirty prestigious university students gathered together, including even university professors—in this small town, they were rarer than giant pandas.

Zhou Erwa Restaurant had no customers yet. Zhou Yan was standing by the earthen stove at the entrance, confirming with Zhao Tieying the number of beef slices to be included in each serving of Qiaojiao Beef today.

Yesterday, there were three thin slices per serving, just enough to get a taste.

Today, he had ordered two extra catties of beef. While the total cost increased by three yuan, each serving would now have six slices of beef placed on top when served, making the portion look substantial.

Zhou Yan was essentially digging a deeper moat in advance; under the premise of an absolute advantage in flavor, he was using high-quality beef to increase the value for money.

Zhou Yan did the slicing himself. With his exquisite knife skills, the beef slices were both thin and large.

“They're here!” Zhao Hong suddenly cried out from the restaurant entrance.

“What?” Zhao Tieying and Zhou Yan looked at her.

“A lot of people are coming! Those university students from this morning are all here!” Zhao Hong said excitedly.

As she spoke, Lin Zhiqiang and Su Jun led a group of over thirty people to the entrance of Zhou Erwa Restaurant.

“Xiao Zhou, the teachers and students from the Fine Arts Department of Sichuan Academy of Fine Arts want to have lunch at your shop. You need to do a good job hosting 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 students to his shop. Looking at the workers following behind to watch the commotion, this wasn't just thirty new endorsements—it was a living advertisement.

As expected of Uncle Lin! He truly is like my own uncle!

“Teachers and students, please come in and take a seat,” Zhou Yan said with a smile.

The students all looked at him. Since they were of similar ages, Zhou Yan’s tall and handsome appearance made it easy for them to feel a sense of goodwill toward him.

“He’s so tall. He looks similar to Ma Xingye, and he has those peach blossom eyes. It feels like even if he looked at a dog, it would feel romantic,” Zhu Yuyu whispered. “Yao Yao, your drawing is so lifelike.”

“But I think Ma Xingye is more sunny. Of course, he’s very handsome too,” Deng Hong also whispered. “Yao Yao, what do you think?”

The two girls flanked Xia Yao on either side, but Xia Yao did not respond.

Lin Zhiqiang was right in front of them; if she said anything that reached her aunt's ears, she would surely be lectured about it later.

Ma Xingye was the captain of the department basketball team and was standing not far behind them. If she really had to compare, Xia Yao felt that Zhou Yan was more handsome.

Moreover, being around him felt very comfortable.

“No rush. Students, first take a look at this earthen stove at the entrance and the text on it,” Su Jun spoke up. “What do you see?”

Hearing this, the students began to carefully examine the large pot and the earthen stove, which was over a meter in diameter.

The lid had already been lifted, and a rich aroma of beef, carried by the rising steam, hit them, making them swallow involuntarily.

This pot of high-quality broth had been simmering since they arrived this morning, having boiled for a full eight hours. One could only imagine how fresh it was!

The stove was taller than an ordinary one. The outward-facing side had been whitewashed with lime, and the words "Zhou's Qiaojiao Beef" had been painted in large red characters. The calligraphy was neat yet elegant; the characters were large and very eye-catching, visible from a distance.

Only upon closer inspection could they see several lines written in black ink below, telling a small story about the origins and benefits of Qiaojiao Beef.

“This is an advertisement.”

“He has packaged the Qiaojiao Beef, turning it into a medicinal diet with special health benefits.”

“Building the stove at the restaurant entrance allows the drifting meat aroma to act as an advertisement itself, thereby attracting more diners.”

“This Qiaojiao Beef must be delicious; the soup looks so fresh...”

The students discussed it animatedly, with a foodie interspersed among them.

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

Zhao Tieying, on the other hand, felt a bit at a loss. Being observed and studied by a group of university students for the first time, she didn't even know where to put her hands.

“Using a striking stove as a signboard, tracing the origins and packaging the Qiaojiao Beef, and using the aroma to expand influence to achieve a widespread publicity effect,” Su Jun summarized after listening to the students' discussions. “This is actually a very representative case of brand building.”

Su Jun looked at Zhou Yan and smiled. “Comrade Zhou Yan, was this your idea?”

The teachers, students, and Lin Zhiqiang all turned to look at Zhou Yan.