We are simple consumers. We have a simple wish – to have a pleasant experience whenever we enter a service establishment, and to come out of it just a little happier. Is it that esoteric a wish? I do not think so.
A simple looking plate of fried rice can cost mere dollars, but can embody decades of discipline, experience, and love behind it. A small roadside stall cook can easily beat the best chefs in a top restaurant, simply by some simple and yet demanding factors.