Chapter 139
Seeing the five takeout boxes on the table, Su Yu widened his eyes: "Miao Miao, why did you buy so much? Can we finish it?"
Su Miao opened the box, distributed the chopsticks, and said, "Since you want to try it, just try it all. I ordered all their braised dishes."
The portion of the lunch box is quite good, with plenty of rice and vegetables, but compared to Su Ji, there is a little less meat, but it is understandable since the price is cheaper.
The three of them tasted the braised food and found it was quite delicious.
Su Yuanzheng said, "The ingredients in their shop are also washed very cleanly. If you compare it with other cooked dishes out there, it won't necessarily lose."
"Well, uncle! If I hadn't tasted our own braised food, I would definitely praise this one for being delicious! But I'm used to eating our own food, so I always feel like this one is missing something. Miaomiao, do you think it's missing something?"
"It's missing a few spices. You can tell this place put a lot of effort into it, from the selection of ingredients, the processing of the ingredients to the cooking time, they didn't cut any corners. But compared to ours, it's missing a few spices, so the taste is much weaker."
Su Yuanzheng felt that he had met a strong opponent, and said with some concern: "Miao Miao, their braised food is pretty good, and the price is cheaper than ours. Will it affect our business?"
"Dad, it's the same old story. The way to deal with others' excellence is to make yourself even better. Now that the market is open, we'll encounter more and more competitors. What we need to do is maintain the quality of our food, guarantee our service, and expand our Su Ji's reputation. When that happens, when diners think of braised food and pork offal, they'll think of us, and business will naturally follow."
This store really gave the Su family a sense of crisis, and they worked even harder in the store after that.
On the eighth day of the Lunar New Year, Su Ji Food Shop officially resumed operations. Before opening, Su Yuanzheng distributed opening red envelopes to several people. Everyone focused on their work after the holiday.
Business is still as booming as ever, with pork offal, braised food, and porridge, whether it is dine-in or take-out, each section has developed very comprehensively.
Sometimes there are too many people waiting in the restaurant, and some anxious diners choose to go to Huang Ji as a second choice. However, this does not affect Su Ji's overall business. The ingredients in the store are always sold out within the expected time, which helps them alleviate the long queues. Su Yuanzheng gradually feels relieved.
However, Su Miao put one thing on the agenda.
"Dad, let's register the trademark of Su Ji Food Store!"
Su Yuanzheng didn't know what a trademark was and thought it was the one for registering as a self-employed business owner, so he said, "Haven't we registered? We have the certificate from the Industry and Commerce Bureau."
"That's not it. The store name and the trademark are two different concepts. The store name is for obtaining a business license registration, and the trademark is for the products produced by our store, which makes it easier for consumers to identify them."
Trademark registration is still relatively rare nowadays, and Su Yuanzheng and Su Yu were both confused when they heard it.
Su Miao simply said, "Just like the Panda TV we bought, the panda is its trademark, which is what we call a brand. When people see it, they know that this brand is good and the product is guaranteed. So let's register the Su Ji trademark and increase brand awareness so that others can better identify our food."
Su Yuanzheng suddenly realized something and said, "Just like when we buy tofu, we always say we buy it from the store at the east end of the vegetable market, and the one at Minsheng Square for mooncakes. If they had a trademark, they wouldn't have to describe it so painstakingly. Just like our store is called Su Ji now, people would just say they're ordering from Su Ji."
"Right, right, right. We also need to design a special trademark pattern that can be printed on the take-out bags. The most important thing about registering a trademark is that it is protected by law and the registrant has exclusive rights. Anyone can come up with the name Su Ji Food Shop, but the trademark cannot be used casually."
Su Yu's eyes lit up when he heard this, and he asked, "Miao Miao, after we register Su Ji, can we only use it ourselves? Can we use it for anything our family makes in the future?"
"That's not the case. Trademark registration is divided into many categories. We in the catering industry have to register a food trademark. If there are industrial or textile companies that are in different categories than us, they can also register."
"Oh, is that so? That's great! How do I register? This should be quite difficult."
"I don't know the details, I'd have to go to the Trademark Office and ask. I think they'd have to prepare a lot of documents, and they'd have to check if there were already any identical trademarks. After applying, there'd be verification and public notices, so it would probably take quite a while to get it processed."
Su Miao wanted to take advantage of the winter vacation to get this matter done to avoid any further complications.
The next day, during the afternoon break, Su Yuanzheng took Su Miao to the Industrial and Commercial Bureau. There were not so many companies registered at that time, and even fewer people knew how to register trademarks, so the office responsible for this section was arranged in the corner.
When the father and daughter entered, two staff members were drinking tea and reading newspapers. They were stunned at first when they saw them come in, then they stood up very enthusiastically and asked them to sit on the sofa.
This is the first order we received since the Chinese New Year holiday! It’s also the second order we’ve received in the past three months.
It is already depressing enough for a trademark office to be housed in a corner of the Industry and Commerce Bureau. Every time there is a meeting, colleagues in the bureau will half-jokingly say that they are eating free rice and sitting on the bench. They are not feeling well either. Who doesn’t want to be in a department with booming business!
"Comrade, are you looking to register a trademark? I'm Section Chief Wu, and I'm in charge of this. Feel free to consult me if you need anything!"
Su Yuanzheng nodded and said, "Chief Wu, my family runs a restaurant and we want to register a trademark."
"Restaurant? Okay, okay. Take a look at this form. You can register a food trademark. One trademark can be applied for multiple products in the same category at the same time. There's no additional fee for fewer than 10 products. I suggest you apply for all 10!"
Su Yuanzheng looked at his daughter: "10 items? But we don't have 10 items."
"Yes! Uncle, we can cover up to 10 items, including braised food, stir-fried pork offal, porridge, drinks, and seasonings. We'll cover everything we can."
"Hey! You're such a smart guy! You can apply for anything that meets the requirements."
Section Chief Wu took out a thin copy of the Trademark Law, which was the 1983 revised edition.
"Take a look at this, and then decide on the trademark name you want to register. I'm telling you, it would be even better if you could design a nice-looking pattern. Printing it on the packaging would make it look really high-end. Look at those snacks and mooncakes in tin boxes. The same thing, with a brand, sells for more than loose goods!"
Ha! Section Chief Wu is still a chatterbox. He's really outspoken.
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