Two service personnel work at a Wemily eatery in Urumqi, Xinjiang. [Provided to China Daily]

His team puts a lot of effort into selecting and processing ingredients. Lamb chops and shanks from free-range sheep, yellow carrots from southern Xinjiang and white onions from Hami in the east of the region add local flavor to the dish. The rice, grown in northeastern China, is cooked in small pots to guarantee quality and taste.

Almas also tried online promotions and starred in two commercials, including one in English about the process of making zhuafan. "Whether a bowl of zhuafan can be regarded as a piece of art depends on the chemical reaction when ingredients meet cooking methods," Almas said in English in one of the online ads.

The commercials went viral, receiving more than 1 million views. He is now planning a third.

"Frankly, to some extent, what I promote in the commercials is not the food, per se, but me," Almas said. "After all, you can find zhuafan everywhere in Xinjiang. But it draws more attention that I'm a young CEO in business with traditional food and an overseas background."

His target customers are those who are familiar with the modern world and enjoy online shopping and international style, he said.

His customers appreciate his efforts. "I particularly enjoy the atmosphere here," said Wang Lijuan, a student at Xinjiang University. "This is a fast-food restaurant serving a Xinjiang special delicacy, which is quite rare."

Thanks to a warm reception among the young and working classes, Almas opened his second restaurant in Urumqi within a year and is planning a third in downtown Shanghai.

In Almas' opinion, many Xinjiang restaurants in inland cities focus too much on the ethnic and mysterious Uygur style, creating a barrier between the restaurant and the locals.

He hopes Wemily will bring some changes.

"If a grandpa from Shanghai brings his granddaughter to our restaurant to eat and leaves happy, then we're successful," Almas said. "People from Shanghai are relatively delicate, and a grandfather is normally very protective of his children."

Xinhua contributed to the story.