His initial philosophy was, always use the finest of ingredients. "A customer will know after the first bite if he will buy the product again," he says. Early marketing strategy was to keep goods priced low and base profit on large-volume sales.
義美的創辦人、現任董事長高騰蛟，從經營小店鋪時，就特別注重「真材實料」，他常說：「顧客只要吃了一口，就已決定以後還要不要上門。」