BE MY GUEST

INSPIRATION
Success on a Plate
Yenn Wong
Group, says, “International mixologists, guest bartenders
and highly thought-out cocktail lists are now increasingly
common in Hong Kong. Restaurants are following the
suit of cocktail bars, spending time and money training
the bar teams and stocking high quality ingredients as
they become available here in Hong Kong.
“We are also seeing a greater selection of products
across the board – more boutique beers, artisanal
vermouths, long-lost bitters and liqueurs as well as craft
spirits are all increasingly available in Hong Kong – all in
response to the growth of the market.”
There is no question international big name chefs’
restaurants such as L’Atelier de Joël Robuchon, Pierre
Gagnaire’s Pierre, or Nobuyuki Matsuhisa’s Nobu all can
rely on a well-earned reputation to get diners through
the door, but in the long term this is not enough. If
the individual experience is not world class, customers
simply will not return.
Even with such star appeal, it makes sense to have a
comprehensive media and marketing strategy. Kiri Sinclair,
director of boutique PR, social and digital agency Sinclair
Communications, explains, “Communicate your message
clearly and consistently through marketing channels and
in a tone of voice that is attractive to the target audience
that you are appealing to. Create a website that clearly
states the address and reservations information, and
keep it up to date. Inform online directories and listings
about the opening along with the relevant (and accurate)
information on accessibility. Reach out to relevant media
publications to create a buzz around the opening and
ongoing promotions.”
Today’s media environment is brutal, with citizen
critics brandishing their smartphones with relish. In
just a few clicks millions of potential customers can
be warned of uninspired food and sloppy service, or
directed to innovative menus and remarkable experiences.
Restaurants need to maintain consistently high standards
more than ever because in this age of Facebook, Twitter,
and Instagram, a poorly presented plate does not
necessarily disappear when the dishes are cleared.
Sinclair explains, “Always remember, the restaurant
business is predominantly based on referrals and
endorsement, whether that be from friends and colleagues,
through blogger, magazine and newspaper reviews or via
social media shares. This means that every single interaction
with a customer has the potential to be amplified.” R
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