Ethan Cole ran Stall #7 at Riverton University cafeteria, generating a million in profit, only to be dismissed by cousin Leo Cole's family with a mere 25,000 profit share, suffering exploitation and humiliation. Furious, he starts a small stall. He rises against the odds, thwarting his cousin's schemes and established capital, eventually acquiring the Apex Group, becoming head of the Riverton Restaurant Association, taking back what belongs to him.