"Jintan's Purple Cow."
Kitchen International is a famous eatery located in New York City
where if someone breaks the rules, they are banned from the
establishment until the punishment is completed. In Seth Godin's book
Purple Cow: Transform Your Business by Being Remarkable, he gives
businesses advice on how to stand out from their competition. Godin
describes any business that offers something very unique as a "purple
cow." The customer is privileged to shop there instead of that business
having to advertise to attract patrons. In Jintan, Jiangsu one famous
noodle restaurant by the name of Kai Yi Tian, Open One Day, is the
town's own purple cow. If you ask locals, the restaurant is true to its
name and is only open every Monday
According to the manager, the original restaurant opened right before
the start of the Japanese-Chinese War of 1937. Since Jiangsu was a
constant battlefield between Chinese Communist forces and the Japanese
Army, the steady supply of foodstuffs to the restaurant was uncertain.
In response, the original two owners decided to change the name to Kai
Yi Tian since they did not know on what days they would have food. If
residents saw the restaurant open, it would be better for them to come
inside since its next day of operation would be unknown. At the end of
World War II the owners decided to keep the restaurant's war time name.
It turns out the only thing that resembles a purple cow for the
restaurant is its name. The restaurant is open everyday of the week. The
residents of Jintan use this story as a joke with foreign and Chinese
visitors. No one in Jintan knows why Monday is the chosen day for the
joke. Sometimes Kai Yi Tian receives a visitor who thinks they are lucky
to eat there on a Monday, or a special day besides Monday that the
restaurant opened. The author of this piece was fooled as he went there
every Monday until one local decided to explain the joke to him. This
"purple cow" belongs to the people of Jintan who use this story for a
laugh and Kai Yi Tian that benefits from unsuspecting visitors.
Mr Cervantes first series of stories was titled: 'Postcards from China' and written under the name "T. D. Polo-Sanchez".