This is an article from China Daily. After reading this, I regret for not selling roujiamo after graduation. This is the article:
A friend took me to a Shannxi restaurant for lunch where I had my first taste of a Chinese hamburger, or roujiamo, which literally means meat between bread.
It was simply delicious, a
lot better than any hamburger I have ever had before, whether it was at
McDonald's or a five-star restaurant in San Francisco. Of course, other than
the look, roujiamo is very different from the Western hamburgers we are used to.
Only unleavened bread is used
in roujiamo, and the filling is a thick stew of chopped meat, which can be lamb
or beef, cooked with pepper and mixed herbs. About the size of a double-burger
at McDonald's, roujiamo is a meal by itself.
Munching on my lamb roujiamo,
I wondered why hasn't any entrepreneur built a fast food chain selling roujiamo
in China to compete with McDonald's and KFCs. That seems such a natural thing
to do.
I went back to the same
Shaanxi restaurant to buy two roujiamo to go. I got my order individually
packed in cute paper bags in a little more than five minutes. That's as quick
as a takeout at McDonald's.
After I got home, I
discovered another great advantage of roujiamo over a hamburger. Roujiamo are
extremely microwave friendly. I just heated one in its paper bag in the
microwave for 30 seconds and it tasted nearly as good as the one I had at the
restaurant. Reheating can easily ruin a Western-style hamburger, rendering it
inedible.
But of course, not all
traditional Chinese snacks can be repackaged for fast food restaurants. Some
years ago, a Hong Kong entrepreneur opened a fast food chain selling Cantonese
dim sum. The venture failed largely because dim sum dishes are complicated to
make, requiring too many ingredients and long cooking times. What's more, they
are best served freshly steamed.
Another promising fast food
venture in Hong Kong was launched by a Filipino entrepreneur selling hot dogs.
Many of my American friends agreed that the hot dogs were the best outside Chicago.
But it failed to catch on with the locals because of the high price. The owner
told me that the sausages he used were imported and the relishes weren't cheap
either.
In Hong Kong, wonton noodle
soup is our fast food. There used to be wonton noodle soup shops everywhere in
the city, where you could drop in, order a bowl with a vegetable side dish,
slurp them up in 10 minutes and then be on your way, refreshed and satisfied at
a most affordable price.
Not anymore. Escalating rents
have driven most shops in the city center out of business. Now, Hong Kong
people have to travel a long way to satisfy their craving for the fast food
they love.
Roujiamo are different.
First, they're portable, meaning you can buy them at a roadside stand and enjoy
them in a park. That's what I have been doing in Shanghai over the past few
weeks when the weather was sunny and crisp. The total meal, including a
Coca-Cola, cost less than 15 yuan ($1.9).
I just wished there were as
many outlets selling this Shaanxi specialty as there are McDonald's so I don't
have to make the long trek from the office to get one for lunch. There is a
McDonald's half a block away and there is another one further down the road.
Perhaps one day, some Chinese entrepreneurs who have the marketing savvy will
open restaurant chains selling roujiamo or wanton noodle soup.
End
Although we can't sell
roujiamo, we can still plan a visit to Shannxi to eat authentic roujiamo.