May Day holiday, starting from the Jinshajiang Road subway on the edge of Shanghai Global Harbor,
Countless pieces of lemon yellow, reflecting the words "cooking smoke",
Ascend to the fourth floor of Global Harbor.
"Cooking tobacco small stir-fried yellow beef", this brand is praised by many media as "Changsha Hunan cuisine queue king",
The first store in Shanghai was opened here.
On the first day, people who rushed to eat Hunan vegetables lined up at the door of other people's stores, and the queue could be 100 meters long
The huge global harbor almost everyone has a lemon yellow menu...
From the founding of the brand to the iterative upgrade to the Xiang into Shanghai, the cooking fireworks have been 23 years.
And on the top three of the Shanghai Dianping Network food hits, the cooking tobacco only took 13 days...
It is understood that the day of May 1 was the first day of the soft opening of cooking tobacco during the small long holiday.
The double effect of the small long holiday and the "queue king" is superimposed, and the foodies who have already heard the wind have moved.
Before it was time for dinner, the crowds in the mall began to flock to the cooking smoke
Soon, the door was crowded with diners who wanted to see the true face of the "Changsha Hunan Cuisine Queue King"
The queue in front of the store is lined up as a "snake"
The back kitchen and waiter confessed that they were "ignorant" at that time.
More and more customers are queuing up over time
Because there are too many customers, there are many dishes that are sold out of stock and the ingredients cannot keep up...
It is said that the store contacted Hunan overnight that day to increase the shipment of ingredients the next day, and the employees were busy in a state of anxiety
Fortunately, the soft opening of this early mapping exam, the final results are good.
On May 3, the cooking smoke had not yet been eaten,
It has already reached the top of the popular list of Hunan cuisine on the Dianping Network,
From 10 a.m. to 10 p.m., 12 hours of continuous queuing,
On May 4th, Cooking Tobacco ranked 54th in the Popular List of Shanghai Cuisine in Dianping,
On May 10, the cooking smoke jumped to the 5th place in the Popular Shanghai Food List of Dianping,
On May 11, Cooking Tobacco was promoted to no. 4 in the Popular Food List of Dianping Shanghai.
On May 13th, Cooking Tobacco was ranked 3rd in the Popular List of Shanghai Food In Public Comments.
The 108 yuan-a-portion cooking tobacco stir-fried yellow beef became the first dish recommended by the public comments.
108 yuan of yellow beef, what is the "gimmick"?
What can you eat in Shanghai for 108 yuan?
Some people say it's two pounds of shrimp, some people say it's three pounds of pork...
In cooking tobacco, this is the price of a small stir-fried yellow beef per table
Realistically, 108 yuan is a little more expensive than many common Hunan restaurant dishes.
Open the software, look at the comments on the Internet, in a number of praise, will jump out from time to time: small fried yellow beef is highly priced, cost-effective, much more expensive than Hunan questioning comments.
Whenever under such comments, there will always be a few netizens on the price analysis, expressing an understanding of the reply: because the beef selected is good, because of the unified procurement from Changsha and the cold chain transportation to Shanghai, the cost will rise, so the price will be more expensive.
Shanghai, the sea is full of rivers, convenient logistics, so that the world's top ingredients can be found here
Despite this, the cooking tobacco still did not care about the cost, and some stubbornly transported beef from Changsha,
What kind of beef is worth such a big effort?
With curiosity, I first checked the supply of raw materials for cooking tobacco,
According to authoritative sources in recent years, the beef used in cooking tobacco is called "Xiangxi Deep Mountain Soil Yellow Cow",
Deep mountain stocking, eating grass, drinking mountain springs, climbing steep slopes, it takes more than 30 months of natural growth,
Long feeding cycle, doubling the cost of feeding,
Just to ensure the tenderness and flavor of the beef.
Although this kind of scalper is not called a "national treasure", it is indeed the best of the yellow beef.
Even the price of daily purchases in the local area is very high,
On March 25, 2010, the Ministry of Agriculture also approved the registration and protection of geographical indications of agricultural products for "Xiangxi cattle".
Since the origin is in western Hunan, the transportation cost from Hunan to Shanghai increases.
In addition, cooking tobacco has a "daily fresh to the table" standard,
That is to say, scalpers should be killed every morning, cold chain transported to restaurants, no intermediate links,
The yellow beef eaten in this way is extremely fresh, and there is no doubt that the "time cost" has also increased a lot.
Interestingly, this little stir-fried yellow beef, although the name sounds unremarkable,
The difficulty coefficient of cooking is very high, and the grasp of heat and time have strict requirements.
Stir-fry in 30 seconds to maximize the moisture in the meat, so that the beef is tenderer and more chewy.
In order to achieve this level, the whole kitchen team brought hunan, small stir-fried yellow beef must be personally handled by the skilled Hunan teacher Fu,
In other words, it's not just the ingredients
Even the chefs were "transported" directly from Changsha.
In the restaurant where the smoke is cooked, there is a copper cow on each table, and the cow has a hole in its back, and there is a candle fire that can be heated,
This is a vessel dedicated to small stir-fried yellow beef.
On every table,
From the raw materials to the chef and even the utensils on the plate, it can be seen that this dish is called "a high-quality Hunan dish that is rarely eaten at home", and it really has a "gimmick"!
Queuing up "hot" and orderly What exactly does cooking smoke taste like?
Shanghai has never lacked queue kings,
But it is rare for fire to line up as "kings" for many consecutive days.
May Day has passed, and the holiday queuing effect of most hotels has dissipated
However, there is still a winding line of people on the fourth floor of Global Harbor every day
There are many shops that are cheaper than it, and there are many shops that do not have to queue,
But diners are queuing up to eat it, so how delicious is the cooking tobacco?
Many people know cooking tobacco, perhaps through variety shows,
Hunan Satellite TV Spring Festival Gala, "Longing for Life", "Chinese Restaurant", "Every Day Upward"
Watch the stars in the variety show eat happily, and many people also follow the hunger.
In fact, cooking tobacco has been 23 years of Hunan cuisine history,
9 classic Hunan dishes, sought after by food lovers across the country,
"Cooking tobacco small stir-fried yellow beef" has been praised by many media as "Changsha Hunan cuisine queue king",
In November 2018, the cooking tobacco small stir-fried yellow beef became the representative of Hunan cuisine and entered the United Nations, which is the exclusive display of the eight major cuisines on the highest international stage so far.
In March 2021, Dong Keping, a food consultant on the tip of the tongue, called the small stir-fried yellow beef with cooking tobacco "the representative of Hunan Hunan cuisine in the 21st century".
Many honorary cooking cigarettes come to Shanghai to open their first store, and the first question that many people think of is: will the dish pepper be reduced, and the sweetness will increase?
Shanghai Ben bang taste thick oil red sauce, sweet, authentic Hunan cuisine fresh spicy, salty.
How to find the combination of tastes is bound to be a big problem, right?
However, this is not a problem at all for cooking tobacco.
Because of the inner nature of cooking smoke, I never thought about changing.
"Orthodox Hunan cuisine, do not change the taste of Hunan"
This is the brand concept that the cooking tobacco has always insisted on, and even written directly on the wall,
Direct delivery of raw materials from the place of origin, and the direct "airborne landing" of the master of the spoon are all direct manifestations of this concept.
It is said that the cooking tobacco even the lemon yellow menu/leaflet is directly prepared from Hunan,
In order to avoid small color differences during the remake process...
Everything is just to restore the taste of orthodox Hunan cuisine, and the all-round makes people feel as if they are in xiaoxiang land.
This stubbornness, the biggest achievement is: there are many Hunan diners at the scene, they said that in terms of taste, there is no difference between the taste of the Shanghai restaurant and the taste of the Hunan store.
Many gourmets directly pointed out that the improved Hunan cuisine can only be regarded as a fusion dish. If you want to eat authentic Hunan cuisine, you may only have cooking tobacco in Shanghai.
This kind of insistence on "orthodox Hunan cuisine does not change the taste of Hunan" and insisting on making Hunan flavor may be the root cause of the "king".
To this day, the queue is still long, and the small fried yellow beef of 108 yuan continues to sell hot.
Listen to the waiter speak a lake (fu) south (lan) of Hunan "plastic Mandarin",
Looking at the public comments on the Shanghai food hot list, they have rushed to the top three with their strength, and the future can be expected.
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