Chapter 22 — A Detour Called Research
Early summer brought a string of meetings Li Ming had been trying to avoid.
Zhang Wei from the neighboring province had returned — twice — each time with better offers. Other businessmen were calling too, all wanting "just a few stores" in their cities.
Manager Wu leaned in during one meeting, whispering, "Boss, you keep refusing. People will think we're afraid to compete."
Li Ming forced a smile. "Exactly. Let them think that."
But Wu knew the truth — his boss wasn't afraid of competition; he was afraid of profits.
An Innocent Trip
One Friday morning, Li Ming boarded a train to the provincial capital of a neighboring province. Officially, he told himself it was for "market research" for the Italian chain.
Unofficially… curiosity had gotten the better of him.
He walked the streets, taking note of foot traffic, the location of existing Western restaurants, and property prices. He told himself he was "learning what not to do."
That's when he saw it — a massive corner property right across from the city's busiest department store. Two floors, tall glass windows, and a perfect open plaza for outdoor seating.
Li Ming froze.
This… this is where a flagship burger store would go…
The Dangerous Idea
He tried to walk away.
He made it one block before circling back.
Inside, the real estate agent was almost too happy to talk. "It's been vacant for a year. The rent's high, the previous tenant couldn't make it work."
Li Ming nodded politely, but then the agent added:
"Of course, the owner would sell… for the right price."
The words buy the property lodged in his brain like a splinter. Buying meant no rent forever… which in his head meant one big, glorious expense right now.
Perfect for burning money, he thought.
If I buy it before I even start the chain, that's pure waste.
The Excuse
Back at his hotel, he called Wu.
"Just looking around," he said casually.
Wu wasn't fooled. "Looking around for what?"
"Research."
"What kind of research?"
"The kind that might save us millions… or lose us even more."
Wu groaned. "You're thinking about the burger thing, aren't you?"
"Absolutely not," Li Ming said, then immediately asked, "How long would it take to set up a separate supply line for burger meat?"
Back Home
When he returned, Li Ming didn't tell anyone he'd asked the agent to "keep the property off the market for a month." He told himself it was just in case.
Meanwhile, his Italian chain was finally brushing against the ceiling of provincial expansion. Profits were steady, customers loyal, suppliers efficient — all the things that annoyed him.
And so, while the province was nearly saturated, his mind was already plotting the next move:
A new brand, new stores, new expenses… and, if he did it right, a whole new way to lose money.