Chapter 129: Major Moves

At this moment, Lu Yuanheng sneered again, "Hmph, to be honest, the food is not bad, but do you think you can gain a foothold in the capital with just this? Do you even know how many respectable restaurants there are in the capital, and how many high-ranking officials and nobles there are? Why would they take a fancy to such food? Serving this kind of fare in a grand hall is no different from shoving stinky tofu under a customer's nose and forcing distinguished guests to appreciate that peculiar stench. Hahahaha. It is no wonder; you come from a small town and have seen nothing of the world. You have no idea how many delicacies in this capital far surpass what you have to offer."

Gou Ye laughed heartily and replied, "Chairman Lu, I told you last time that your perspective was narrow, and you refused to admit it. It seems that even that description was giving you too much credit. There are countless types of food in this world; how can you possibly know what everyone’s taste preferences are? I believe that customers certainly do not share your exact tastes. This world does not consist of only one flavor. As for the stinky tofu you mentioned, that is truly absurd. I do not accept your denigration of it; it is the only flavor found in the coarse meals of many impoverished families. I have eaten it, and often, and I am grateful for it. As for you saying it was 'not bad' after trying my food, it proves that you still possess a sense of taste. That single phrase 'not bad' gives me great hope for the future of the merchant clans."

This retort left Lu Yuanheng speechless, making him swallow his pride once again. Lord Xiao then spoke up, "I also do not agree with Chairman Lu. Take the frozen treats that Master Gou previously provided to the imperial merchant clans; so much time has passed, yet they still have many patrons, and even people in the palace purchase them. This all goes to show that food knows no distinction of status. Providing customer satisfaction is the hallmark of the finest cuisine. However, Master Gou, since you have brought out this series of foods, how do you intend for us to proceed? I am eager to hear your thoughts."

Gou Ye looked around at the group and continued, "Lord Xiao’s words are fair and worth listening to. You are right; food knows no rank. But if we want to make this food something that everyone loves, wants to eat, and can afford, we must implement a series of measures. Everyone, please look." As he spoke, Gou Ye pulled a sheet of rice paper from his sleeve, on which was drawn the elderly gentleman that Xuan Yuanchangfeng had depicted for him.

"First, I must explain that these foods have their own names: this is a burger, this is french fries, this is popcorn chicken, these are chicken nuggets, and the bottle contains ketchup. Each item has a unique name, both to make it easy for customers to remember and to highlight its distinctive character."

"At the same time, this food will not be sold in restaurants, stalls, or other traditional eateries. Instead, it will have its own dedicated storefronts, open all day until the curfew, and the food can be taken away. Not only can customers eat in the store, but the food can also be wrapped in oil paper to go. Furthermore, there will be no waiters; customers will serve themselves. After selecting their food and having it prepared, they will take it to their tables to eat, and once they finish, a server will simply clear the table."

"Meanwhile, every storefront will be open to all. Even a woodcutter or a vagrant will be welcome to come in and ask for a cup of water. There are many other details that I can write down later for everyone to read. The most important and critical aspect here is that the seasonings for all stores will be supplied directly by the merchant clan to prevent leaks and ensure other merchant groups cannot copy them."

"Moreover, every store will have a uniform style: the same tables and chairs, the same counters, the same decoration, and the same uniforms, creating an experience unlike any other shop. Our first step is publicity, followed by making an explosive impact..."

Gou Ye spoke of his vision for two full hours, leaving everyone present stunned. This novel model had never been seen before, even by those who had traveled far and wide or visited the Chen State. Above all, the boldness of his concept exceeded everyone’s imagination. Many were bewildered, so Gou Ye patiently explained with the simplest examples.

Everyone was curious about how this young man had come up with so many innovative ideas. When he finally finished, the room was silent for a moment before erupting into sustained applause.

The plan was eventually passed with the joint consent of the chairmen and all the representatives. Despite Lu Yuanheng’s attempts to block it by citing the massive investment required, no one took his advice; everyone had been thoroughly convinced by Gou Ye’s arguments.

In the days that followed, something unprecedented appeared in the capital: flyers. They were in the hands of men, women, and children on every street and alley, advertising the new delicacies and describing the new storefronts. The promotional material said little about the appearance or taste of the food, filling it with a sense of mystery.

Since the Yueyang Pavilion was promoting him so effectively, Gou Ye did not miss the opportunity. He had Xuan Yuanchangfeng spread the word there and among the scholarly circles that this new food had been created by the "Poetry God." People spread the news with mystical fervor, with some even claiming that eating this food could improve one's academic talent or guarantee success in the imperial examinations, or at the very least, ensure one becomes a scholar.

Gou Ye had, of course, fabricated these rumors. The more intense the rumors, the more beneficial it would be for the upcoming opening of the stores.

Many merchant clans watched the series of moves made by Lord Xiao’s clan. They began purchasing vast quantities of potatoes, tomatoes, chicken, and even lettuce. They opened stores not only in the capital but in many surrounding cities, carrying out renovations. Batch after batch of small bottles were loaded onto carts and sent from the capital's gates to various cities.

To figure out what the merchant clan was doing, the imperial family even sent people to intercept a shipment and capture a cart of ketchup. When they tasted it, they found it sour and sweet—not necessarily delicious, but not terrible either. However, after much deliberation and many attempts, they could not replicate the red sauce. Most importantly, they could not fathom what purpose this red sauce served.

This operation was something the merchant clans had not seen in years. Such bold, sweeping actions before the selection process naturally made other noble and merchant families feel a sense of mounting tension.