Chapter 70

No matter what beans are used, it can extract a smooth and clean texture with a flat flavor.

"Very clean. It's good."

"Hehe, Cold brew is something Miss Seo put a lot of effort into. I don't have much experience, though."

"Hehe, no, that's not true."

However, compared to espresso or brewed coffee, the high point of cold brew is not very high.

This is because the bitterness, sourness, and nuttiness are reduced, while the sweetness is enhanced.

The cold brew was no exception this time.

The acidity was too much reduced.

I asked Im Soo-jung.

"Is this a blend of Brazilian beans with Ethiopian and Guatemalan beans?"

"Huh? Yes! How did you know?"

"Well, I didn't give you that many types of beans."

"No, but still... impressive."

"Hmm, but next time, please increase the ratio of Ethiopian and Guatemalan beans. Even though it's delicious now, if you pay attention to not muddling the aromas, it would be even better."

"Ah, I understand!"

However, on the contrary, the low point of cold brew is very high.

Once the recipe and extraction method are established, it can maintain quality without the barista's special touch.

There are even franchises that sell all their old bean stocks as cold brew.

"But Mr. Choi, are you planning to add this to our cafe menu?"

"No, I'm not."

Consistency in taste.

Ease of production, storage, and tasting.

All these advantages point to one thing.

Mass production and mass sales.

In other words, a windfall of money.

"I'll sell it nationwide."

"Nationwide?"

Choi Pil-su and Im Soo-jung were surprised, and I brought out an idea I had had for a long time.

"The coffee and desserts we make are of really high quality. It's a waste to serve them only to a limited number of customers in such a poor commercial area."

Of course, it's not possible to immediately open 5 or 10 more stores. That's why I came up with this strategy.

"Mr. Choi, I plan to list our products on online shopping platforms like MarketKilly, HelloPublic, and RapidCafe. The cold brew will be the signal flare."

"Ah... I see."

"If the cold brew does well and our brand gains recognition and power, then we can commercialize and supply other items you make as well."

Just a few years ago.

A food company had commercialized cold brew for the first time and achieved 14 billion won in sales in just 100 days.

Now, various coffee franchises and independent cafes have jumped into the market, accelerating competition.

But I was confident.

"Mr. Choi, we're not just a cafe? This is huge!"

"Hehe, it's bigger than I thought... but it's interesting."

Im Soo-jung smiled like a puppy.

Choi Pil-su stroked his chin, pondering something.

With these two, the R&D was perfect.

"But Mr. Choi, do you plan to make all of this with our small hands...?"

"Of course not. We need a factory."

"Wow... really?"

The rest was my responsibility.

Equipping a facility to mass-produce cold brew, store it hygienically, and package it for shipment.

Obtaining HACCP (Hazard Analysis and Critical Control Points) certification, which is essential for food production and distribution.

The biggest issue was that HACCP certification takes nearly a year.

But I wasn't going to dilly-dally.

I confidently told Choi Pil-su,

"Please focus on making delicious cold brew. I'll handle the business side."

The plan was set.

*

Ilpum Korea, June regular executive meeting.

Sharp opinions were exchanged in the conference room.

This was due to the downward trend in this year's Q2 and half-yearly performance.

"That's not the fault of Ilpum Kitchen, is it? It's only been four months since the launch."

"It's because your initial statements have changed."

"Initial statements?"

"When you took over the prime locations like Samsung, Garosu-gil, Times Square, and others as Ilpum Kitchen's direct operations, you said there was no need for promotion. But look at the costs incurred so far. Is this right?"

A futile exchange of accusations, each trying to shift responsibility to the other.

Choi Jung-hyun frowned.

'Still such a mess.'

Despite being called a strong small and medium-sized enterprise with nearly 700 billion won in sales, the company's origins were humble, starting as a shabby pork cutlet shop.

From a hole-in-the-wall to a franchise.

From a single franchise to a comprehensive food service company.

He had worked tirelessly to build the system as the company rapidly expanded.

However, the fundamental insecurity that plagued him never disappeared.

A castle built on sand.

It felt like a house patched up with fingers when it rained and tape when the wallpaper peeled.

Compared to the major corporate subsidiaries.

Ilpum Korea was a young company with an underdeveloped system.

Thus, the problem always reverted to the starting point.

'I need to take control.'

The company he had built, nurtured, and grown.

He had to create a breakthrough himself.

"Wait a moment."

Choi Jung-hyun's heavy and short words immediately silenced the executives.

"I'll ask the online distribution department. What's the reason for the sluggish sales of HMR (Home Meal Replacement) products?"

The food service industry has limitations in scalability and potential.

Basically, it's a food business within the domestic market.

No matter how diversified the business, the demand for preferred dishes, suitable franchise locations, and potential customers is limited.

Therefore, the focus for this year was the online B2C market.

Ilpum Korea invested heavily in developing and promoting refrigerated meat, meal replacement retort pouches, and meal kits under the Ilpum brand.

However, the market's response was lukewarm.

"The reason is the brand's weakness. Since ready-to-eat products on online platforms cannot be tasted or sampled, consumers tend to be more sensitive to the brand."

Jeong, the manager, paused to gauge Choi Jung-hyun's reaction before continuing calmly.

"Products with the logos of large corporations like KJ Food Home and Sari Food have a first-mover advantage."

As expected, Choi Jung-hyun nodded.

The online platform market is vulnerable to monopolies.

Even the best products can be overshadowed by brand power, promotion, and marketing efforts.

Still, he had to ask.

"What's your plan?"

Jeong also answered without hesitation.

"We need a standout star product. If we have one viral, attention-grabbing product, we can expect a trickle-down effect on the entire Ilpum lineup."

"For example?"

"I'm considering a product in collaboration with high-end restaurants in Itaewon and Garosu-gil. We're currently in contact with them."

Choi Jung-hyun sighed inwardly.

'If it goes well, will it be seen as an Ilpum Korea product? Or will it be seen as a famous chef's product?'

But this wasn't something to deeply discuss at the executive meeting, so he let it pass.

"Mr. Jeong, can you stay a bit after the meeting?"

But then.

The phone screen, set to silent and placed on the table, briefly lit up.

[Shin Yu-won: Mr. President, do you have some time to meet tomorrow?]

A new idea flashed in Choi Jung-hyun's mind.

Let's get it done quickly.

That night, in my rented room in Sinchon.

I screamed.

"No, why! Why on earth!"

I couldn't understand how the minds of artists worked.

"Are you really crazy?"

That was my impression after reading the entire "Survival Insurance" script.

It wasn't because of the script.

Sure, it had difficult terms like 'V.O.' and 'CUT-IN,' but it was easy enough for a layman like me to read.

Easy enough?

No, it was too easy and too interesting.

Just looking at Coco, I could tell.

It had been a long time since her black eyes, like pearls embedded in the snow, had curved into such a crescent moon.

My complaint wasn't about the script.

It was about the pitiful writer, Yu Yeol.

"Why are you suffering so much after creating something so amazing?"

If I had written such a script, I would have boasted about it being the work of a genius of the century and bragged to the whole neighborhood.

I would have vowed to never let go of the unique creation that came from my fingertips and never hand it over to anyone else.

This script, before even considering its economic value, was a masterpiece filled with pure joy.

But why.

Why has your heart rotted so much?

"Phew... really."

The world is truly unpredictable.

There are people who succeed stubbornly with nothing but self-confidence, while others with shining talent waste their time wondering if they will die today or tomorrow.

'...But still, it's a relief, really.'

Yu Yeol had sent a message in the evening.

[Hello, this is Yu Yeol.]

[I just finished my consultation. I was diagnosed with panic disorder, but I plan to avoid triggering situations for a while and monitor my condition.]

Yes, please don't give up writing, for heaven's sake!

[It's amazing. Just finding the cause and getting diagnosed made me feel much lighter. Thank you so much.]

[But there's some bad news.]

I was startled by the mention of bad news.

Did the production company give up? Or did he already find another investor?

When I urgently asked what it was,

[They told me to cut down on caffeine. It seems Amuse will be scarce. I can't easily get such coffee anywhere else. I already miss it.]

No, this guy is really something.

Is coffee the problem now?

[And Mr. Bae said he can make time whenever. I'm also taking a break from work for a while. I'll adjust to your schedule.]

It was a relief.

That Yu Yeol had finally found some peace of mind.

And that there was still an opportunity for me to invest.

Should I really go all in?

I don't know.

'First, I need to change the title.'

But I want to make it.

And I have to make it.

[◇ Secure all the production costs for "Survival Insurance (Working Title)".]

How much production cost is needed.

Where to secure the investment.

Nothing was decided.

It felt like being dropped alone on a foreign street without a map, but it was exciting.

'Let's do it! It sounds fun.'

But this system is a bit funny.

As soon as I sent a message to Choi Jung-hyun asking about his schedule, it popped up.

──────────

The "Brilliant 30s: Wealth" quest has started.

『The Medici family is remembered as great patrons who revived the Renaissance. Leonardo da Vinci, Michelangelo, Botticelli... However, the source of such patronage was usury. The more capital, the better.』

◇ Achieve a combined daily sales of 10 million won for "Cafe Amuse."

◇ Time limit: 150 days

◆ Reward: 3,000G

──────────

It was a kind of multiple quest.

I thought only one quest could be progressed at a time, but I was caught off guard.

'Two quests at the same time?'

But it felt good.

To hit a combined daily sales of 10 million won, the only way was through online distribution.

It was impossible to open 10 stores within 90 days.

'This is going to be tight.'

The key was the meeting with Choi Jung-hyun scheduled for the afternoon of the next day. I needed to make a proposal that would interest him.

'Cold brew and a movie... I might be busy from tomorrow?'

But I was originally planning to do both.

Let's get it done quickly.

Good, then let's have fun today.

"Tam!"

The red fox stuck out her tongue and ran over, smiling brightly.

"I bought an interior magazine. How about it? Want to try it?"

My first home, Saint Han River Forest 3701.

Just imagining how to decorate that ultra-luxury apartment made my whole body buzz with endorphins.

*

The next day.

Ilpum Korea headquarters, CEO's office.

"I want to supply our cold brew product."

Choi Jung-hyun was taken aback by Shin Yu-won's proposal.

"No, Yu-won. Haha... really."

When he received Shin Yu-won's call yesterday, he thought it would be about a franchise or a third store.

What else could he ask for?

But this?

"I want to sell a collaboration product between Ilpum Korea and Amuse on online platforms."

It was exactly the same idea Choi Jung-hyun had thought of during yesterday's executive meeting.

For ready-to-eat meal replacements, it was difficult to overturn the brand power of large corporations.

'But coffee is different.'

The coffee market operates in reverse.

There is a consensus that the quality of independent cafes and independent brands is higher than that of mass-produced products by large corporations.

The report he had received from Manager Jeong yesterday also came to the same conclusion.

[□ The product category with the most frequent changes in sales rankings: rice cakes, coffee, bakery, traditional liquor, ...]

The data showed that consumers believed mass-produced flavors from large corporations were not good.

After that.

Choi Jung-hyun pondered how to persuade Shin Yu-won.

He had planned and even prepared the groundwork, but it was all in vain.

"Yu-won... really."

Shin Yu-won had made the same proposal.

Moreover, the fact that he was making this proposal today meant he had already finished his planning a long time ago.

Indeed, he was no ordinary person.

A novice entrepreneur who was once an ordinary office worker.

He had successfully landed two stores.

And now, less than a month after the soft opening, he wanted to enter the online distribution market? Even managing the cafe alone should be challenging enough.

'...Haha.'

Choi Jung-hyun recalled when he first opened "Ilpum Don." And he thought about his thirties.

'...The capacity is different.'

Choi Jung-hyun himself was called a "self-made success in his 30s," but he always believed.

He didn't succeed because he was good.

He just had good luck and timing.

Whenever he expressed this belief, he was criticized for being too humble, too pretentious.

But at this moment, Choi Jung-hyun was certain.

He was just a lucky commoner.

Extraordinary is exactly this.

"Actually, I was planning to make the same proposal."

"Oh, really? We really do think alike, Mr. Choi!"

"Indeed, haha. I was really struggling with how to persuade you today, but it's become a joke."

"I also brought a sample to persuade you... Would you like to try it?"

"Sure. Hey, where are you going?"

"Just a moment."

Shin Yu-won rushed out of the CEO's office and returned with two glasses of cold water.

"Yu-won, you could have asked someone to do that... but."

"No, I'm not an employee of this company."

He then took out a cold brew bottle and a small digital scale from his bag and diluted the coffee concentrate to the right ratio.

"This is something Miss Seo and Miss Soo-jung put a lot of effort into. They are still researching it. Please try it."

"I will."

Choi Jung-hyun took a sip.

Then, he smiled and put it down.

"Is there a problem?"

"No, one sip is enough. I don't doubt the taste of Amuse coffee. Any comments I make would just be unnecessary feedback."

It was his true feeling, without a hint of falsehood.

It was also a truth he had learned from experience.

When he first tried it at a closed store.

When they met again at the cafe after their honeymoon and New York trip.

The coffee from Amuse was beyond his level of evaluation.

Moreover, on the day he attended the Amuse interview.

When he was left alone with Kim Se-yeong, he heard a story.

[Shin Yu-won is far beyond the average barista. Of course, his knowledge and experience are limited, but his sense of taste and ideas are exceptional. I was surprised many times while teaching him.]

Since he was recognized by a world champion barista.

Choi Jung-hyun, a layman, had no intention of commenting on the taste of the coffee.

What was important to him was the business model.

Choi Jung-hyun quickly moved to the main point.

"So, you were thinking that we would handle the production, right?"

"Wow... Yes, Mr. President."

Amuse's own production and storage were 100% impossible.

Amuse's store was too small.