Surviving the Storm

Hunan Chinese Restaurant is located in Springfield, the capital of Illinois and the county seat of Sangamon County. Springfield is home to such performing arts as ballet, jazz and a carillon festival, which happens annually. It is also a traditional town with a long history, and the people here are sometimes a little reluctant to try new things. The restaurant is situated among some office buildings, schools and hospitals.

The Scene

When Hunan Chinese Restaurant owner Jia Qiang Dong opened the restaurant, his goal was to create a cozy ambiance. With 5,000 square feet to work with, he had many options open to him. In order to create a bright and tidy restaurant, he decided to focus on a bold green color, which is nicely complemented by the cream-colored walls.

According to Dong, a high standard of décor doesn’t mean overly fancy and luxurious furnishings, but the ambiance matters a lot—especially for dine-in restaurants. Many diners seek a pleasant atmosphere where they can relax and be comfortable, so ambiance is the first thing they consider when it comes to choosing a restaurant to dine in. 

“The first impression is extremely important. An arresting exterior is easy to catch eyes and arouse their interests, and then they will be eager to walk in. Afterwards, they get to know the flavors of our dishes and service,” said Dong.

The Food

Jia Qiang Dong often studies cookbooks and watches TV programs about cooking to search for inspiration in order to continually improve the menu at Hunan Chinese Restaurant.

“The restaurant is similar in the offerings of American-style Chinese dishes, while the flavor is different, that is why many customers choose to dine in my restaurant rather than others,” said Dong.

Serving Americanized Chinese cuisine, Mongolian Beef and Sesame Chicken top the list of diner favorites. Although almost every Chinese restaurant in the U.S serves such fare, they make it unique by using their homemade sauce. The secret sauce serves as a powerful weapon to rival the competitors.

“Our sauce is specially made, so the customers like the taste. In addition, the sauce is designed for each dish,” said Dong. “Once the sauce has proved tasty, we will preserve it. Many customers come for a certain one or two dishes, because he was familiar with the flavor.”

Dong also comes up with some innovative dishes to better cater to his customers. During the launch of a new dish, he will send for customers’ approval. Until it is approved by most of customers, the dish will not be placed on the menu.  

Along with Americanized Chinese cuisine, Hunan Chinese now offers sushi as well. In addition to the healthfulness of the sushi, their vegetables are steamed and are then matched with a well-prepared sauce. This is a healthier alternative to sautéed or fried dishes with too much oil.

Since the restaurant opened in 2003, Hunan Chinese Restaurant has been named the “Best Chinese Restaurant” in both 2003 and 2005. With the upcoming “Top 100 Chinese Restaurants in USA” competition, they are a strong candidate for the “Chinese Asian Fusion” category. According to the recent Mystery Dining visit carried out by professional mystery shopping company AboutFace Corp, based on décor and atmosphere, cleanliness and sanitation, service, and food evaluation, the restaurant received a coveted 100 percent score.

The Service

Hunan Chinese Restaurant not only offers dine-in, buffet and take-out, but they also offer catering for schools and hospitals.

Dong says that the restaurant runs on a self-evident rule: all the staff have to have a clear view of their tasks and each are assigned with different undertakings. Although it is a tough job to keep such a large restaurant clean, the clear division of duties makes it much easier.

While his staff attends to their tasks, Dong is adept at communicating with the customers. He now oversees the whole restaurant, with his role being changed from a chef to a manager. He says that because he knows how to cook, and he knows clearly what the customers complain about, it allows him to find the best solution in a timely manner. 

Dong has good management techniques that make the restaurant efficient and comfortable for diners and employees alike.

“I don’t place too many strict requirements on [the staff] and we help each other,” said Dong. “I pay them and they help me do the cooking, cleaning and communicating with the customers.”

Owner

Hunan Chinese Restaurant opened in 1983, and changed hands several times before current owner Jia Qiang Dong took it over in November of 2003. The weather-stricken restaurant was shabby and had fallen into disrepair. When Dong revamped it and turned the restaurant in the right direction, it was pulled down by a severe tornado, which hit the area in March of 2006. Having recovered his courage, Dong struggled to reopen and remodel the restaurant; thus the inviting Hunan Chinese Restaurant survived the storm.

Prior to opening a restaurant, Dong planned to study. When he found that there is a huge market in the restaurant industry, he finally decided to engage himself in this area. Most of residents in Illinois are native English speakers, and the owner wanted to know more about the American culture and lifestyle to narrow the gap between him and his customers.

“Opening a restaurant can’t be considered a success; this is just the beginning. We have a long way to go,” said Dong. “In my opinion, the success is extending the restaurant to numerous areas of the USA. But if you ask me how to do a good job in restaurant operation, the answer is constantly learning and innovation.”

And in learning, Jia Qiang Dong also likes to share the knowledge he has gained with his fellow restaurateurs, especially on how to do effective promotion and boost sales. The strategy he took is to capitalize on the “celebrity” appeal.

“Joining the local Chamber of Commerce will be a great honor as well as a big benefit. When the restaurant opens, you can ask the Chamber of Commerce to invite the mayor, the senator and other political celebrities to the opening ceremony,” said Dong. “At that time, the newspaper and TV press will report it, thus the restaurant will soon be known by the public.  Of course, this is only one way, how to please the crowd with eternal charm is something to think about. Always maintaining a delightful atmosphere, high-quality food and service is obviously key.”

Hunan Chinese Restaurant

Address: 1101 Wabash Ave. Springfield, IL 62704

Phone: (217) 726-5760

Offers: dine-in, buffet, take-out and catering

Cuisine: American style Chinese cuisine, sushi

Signature Dishes: Mongolian Beef and Sesame Chicken