Rika, Emi and Suzuno make their way over to Hatagaya to discover the Tanabata Festival in full gear. Rika, still fully enthusiastic over her perceived Lover's Quarrel between Emi and Suzuno, suggests that she first learn all of the details of the "conflict" by stopping for a bit inside the newly opened Sentucky Fried Chicken. Here, as Emi frantically tries to reject Rika's notion of her and Sadao being a couple, she starts verbally insulting Sadao, but is stopped by an irritated Shirō who had been nearby doing reconnaissance on Sentucky for Sadao. After brief introductions, and a bit of chatting, Ashiya is able to clear up Rika's misunderstanding between Emi and Sadao, by using a metaphor to describe the history between them. Meanwhile, as MgRonald's business begins losing to Sentucky for the festival, Sadao struggles to decide what to do, but eventually decides to have his employees keep themselvs busy until an opportune moment for business shows itself. Later, Shirō, Emi, Suzuno and Rika visit MgRonald, with Rika, having a less than favorable first impression of Sadao much to his irritation. Afterwards, Sadao tries and fails in various schemes to market MgRonald to the festival's patrons, but then comes up with an ingenious idea of having the franchise be part of the festival itself. Sadao then calls up a friend to deliver some bamboo plants for display in front of the franchise and has his staff decorate it. Finally revealing that they will allow the festival's patrons to hang wishes on the plants and offer a free drink to whoever does so, a plan which successfully gets MgRonald flooded with customers. While this is happening, Suzuno notices a strange purple aura hanging over the crowd in front of MgRonald, adding to her suspicion of Sadao.
In episode 9, the fast-food chain introduced SFC is in fact a parody on two things- First, KFC, known in Japan as just Kentucky, or Kenchiki (short for Kentucky Chicken). Second, the short-form customers use for SFC is "sentakki"- Sentakki is the Japanese word for washing machine.