Fit for Kings (and Queens)

Interviewed by Wenzhong Chen  Written by Elise Krentzel

Fact Sheet:

• Name: King Buffet


• Location: 4820 75th St. Kenosha, WI 53142


• Cuisine: Americanized Chinese Cuisine


• Capacity: 160


• Offers: VIP Room


• Signature Dish: Mussel, Italian Fried Chicken, Rainbow Shrimp, Squid and Chicken w. Onion, General Tso’s Chicken


• Year of establishment: 2001


• Phone: 262-942-8868


• Owner: Mr. Chen

Best Bang in the Area

It's no exaggeration that King Buffet, a Chinese American buffet bonanza is the best in its category in the entire town of Kenosha, Wisconsin: food and décor wise. Since it's opening in 2001 in a residential area, it has garnered the reputation as the top choice of local residents. It sits equidistance between two other Chinese restaurants in town but never mind, people flock here. The advantageous location boosts traffic. It's 7,300 square feet boasts a red color scheme — good luck by Chinese with aubergine hued walls. This follows through in the party room that holds 60 for special occasions. From the outside, three sides of the building are sheer glass reminding customers of a modern cube. As in traditional Feng Shui, the front entrance faces south and two others west and east. Traditional Chinese zither music adds to the ambience.

No Bars Held

King Buffet is enormous and services hundreds of customers each day. At the main entrance

By the waiting area is a Koi fish fountain in a rocky landscape. Chinese styled octagonal pavilions with hanging red lanterns in each corner are contemporary in design. Pictures adorn the walls of China's wondrous sites such as the Wuyi Mountains - honored as a World Cultural and Natural Heritage site by the UN Organization of Science in 1996; Mt. Lushan - a famous summer resort in in Kiangsi Province. “The falls are so realistic that you can almost hear the rushing of the water” explains the owner, Mr. Chen.

Three buffet bars each holding 60 dishes or so are situated in the main dining room.  Two bars are reserved for desert, sushi and salad to enrich customers’ choices. There are a total of 130 items to choose from. Chinese food enthusiasts have abundant choices. Every two weeks dishes are updated. Those that don't sell are replaced.

Unusual Chinese or Italian?

The best sellers include Rainbow Shrimp, Squid and Chicken with onion, Mussels, General Tso’s Chicken and Italian Fried Chicken.  The latter is a huge hit, a unique creation of King Buffet's chef. Mr. Chen explains why this recipe has won the hearts of his customers.

“Firstly, the chicken breast must be marinated with milk, sesame oil and red wine for one day, This process is to make sure the flavor is rich at first bite. Secondly, the chicken is fried with refined Italian powder until the color is golden. The frying time is essential to control the final outcome. The chicken turns out crispy outside and tender inside ready to be savored, like nothing you've ever had”, explains the owner.

“How do you guarantee the freshness of your dishes?” ARN inquired.

“Everything we use is absolutely fresh and purchased daily because at King Buffet, we always put the customer’s interests first. High quality materials are the prerequisite in creating unbeatable dishes” insists the owner. He adds, “We never use storage which could decrease the cost of frequent purchases yet that would have an adverse effect on our promise to customers. It would also decrease the freshness. We don't take short cuts.”

Customizing Customer Service

It's not everywhere and certainly not a norm in dining etiquette that diners can literally create their own dishes if not on the menu, yet incredulously that is what King Buffet boasts as “normal practice”. Now if that isn't the clincher in maintaining clients I don't know what is. It's such a novel idea customer's feel as if they've entered their own kitchens without doing the dirty work.

Another thing needs mentioning is that the restaurant’s service quality and management efficiency have been intensively improved since the owner took over King Buffet last year (2008). “It used to be ran by several shareholders who have different views about how to run the restaurant; and the general situation was really disappointing at that time. I love King Buffet so much. Then, I decided to took over restaurant totally, to make a big change. This year, due to my devoted efforts, King Buffet serves locals with big surprise. The excellent service and brand new comforting dining ambience really impress. What’s more, our sanitary condition is always highly praised by the Health Department officers” boasts the Mr. Chen proudly.      

“Besides, I believe that the relationship with customers is to treat them as our friends or family members. One way we do it is through crafts. At the right corner of the right door, you can find Chinese crafts, ranging from tea appliances, bamboo fans, knots and gadgets , etc. Customers can get whatever they want with little money. And for kids, if they find their favorite toys here, we often offer them for free to please these happy angels. These crafts become the door openers for deeper conversation with customers," says the owner.

The owner shared his eagerness for improvement, internally with management and externally with customers, as a means of customizing service. One way to keep pace with the market is to keep on learning about the merits of his competitors. He says he'll often drive very far to study his competition.

Another often overlooked element of customer service in Mr. Chen's mind is attentiveness towards spotlessness. For him it is not a matter of 'meeting Health Department regulations' or doing the minimal to meet requirements set by an organization. It comes from a place of respect for his customers. His thinking is that cleanliness attracts new and loyal clientele because they see what is important to King Buffet's management team.

Sweat, Talent and Hope

Like many of his countrymen Mr. Chen sweat his way to the top of the restaurant business. Arriving in 1989 with a pocketful of ambition and not much else he toiled for two years. His boss, seeing good potential, talent and performance promoted him. He took over his boss's restaurant. Just like that. Over the following decade he won some and lost some restaurants. Finally in 2001 he opened King Buffet. “I am sincerely grateful to everyone who ever helped me along the way” he says. His motto could be enjoy what you're doing, be down to earth and learn to inspire the potential of your employees. In the future he plans on opening a Japanese buffet styled restaurant.