(CNN) — Hong Kong is extensively thought of one in all the most difficult cities in the world to function a restaurant — a roiling cauldron of fixing tastes, cleaver-sharp competitors and unsavory economics.
Right at the coronary heart of its culinary world, with connections to not less than half of its hottest tables, is publicist Geoffrey Wu.
An atypical publicist
Geoffrey Wu is the publicist behind a lot of Hong Kong’s hardest tables.
Maggie Hiufu Wong/CNN
“I wouldn’t say we’re better at our job than other people. I’d say we’re different,” he tells CNN Travel in The Baker and The Bottleman, a brand new informal bakery and pure wine bar by superstar British chef Simon Rogan, the place he is agreed to spill a few of the secrets and techniques of Hong Kong’s eating scene.
After being expelled from the University of Science and Technology in Hong Kong for “skipping too many classes to play cards at McDonald’s,” Wu joined Amber, the famed French restaurant beneath the helm of Richard Ekkebus, as operations workers in 2005.
Over the subsequent few years he took on varied advertising and marketing roles for various firms — however at all times discovered himself again in the meals and beverage business. In 2012, he opened his F&B consultancy agency.
Wu is not your typical meals and beverage publicist. He is not congenial. He’s identified for often yelling at shoppers for making a mistake, or members of the media he feels have not finished their analysis.
“I am not afraid to speak up — people know that for sure. Sometimes you need a consultant who is straightforward about things that must be fixed. We aren’t here to massage your ego. We are here for the results. We are here to win,” says Wu, sounding extra like a soccer coach than a PR skilled.
“If I wanted to please everyone, I’d go sell ice cream. Luckily, most of my clients understand.”
Among these shoppers is Yenn Wong, founder and chief govt officer of JIA, a restaurant group behind popular award-winning Hong Kong eateries like Mono and Duddell’s.
“The Forks and Spoons understand and personalize the needs of each concept and is always staying very current with the relevant strategies to ensure we as clients get the most publicity to our target audience, which ultimately delivers positive revenue growth,” Wong tells CNN Travel.
‘The most cutthroat F&B market in the world’
Dinner tables at Bluhouse, a brand new Italian restaurant at Rosewood Hotel, are sometimes booked out two months upfront.
One of the vital duties for a F&B publicist is to be bodily current at a restaurant, in response to Wu. He is both tinkering with menus, sampling new dishes or just assembly with shoppers.
It could possibly be something from translating the restaurant’s a la carte menu from Chinese into English to working with cooks on selecting dishes for a tasting menu, “so you can see what’s happening and let the staff know that you care,” says Wu.
For occasion, later that day, he says he is having a trial lunch at Bluhouse, a brand new informal Italian eating idea at the Rosewood Hotel in Kowloon.
“At a tasting, we’ll look at everything — taste, presentation and temperature of the food. We also look at furniture, operation flow, pricing, etc.,” he says. “No new restaurant is ever perfect, but let’s try to minimize the error.
“We have solely labored with shoppers in Asia — Hong Kong, Macao, Maldives, and so on — however I actually imagine that Hong Kong is the most cutthroat meals and beverage market in the world.”
His claim isn’t baseless.
Getting the opening right is essential in Hong Kong due to its competitiveness.
“It’s such a condensed market,” says Wu.
“People at all times speak. Hong Kong prospects are additionally very educated. If you aren’t getting it proper from the get-go, you must revamp many issues. The query is — will the prospects offer you a second probability? There are so many decisions that chances are high they’d go someplace else.
“So to build a successful restaurant, it’s important to make sure the opening is a strong one. With good word of mouth then businesses will come. It’s that simple.”
Case in level: Bluhouse. It opened in June and dinner reservations are full by way of October and November at the time of the writing.
Chefs have an even bigger function than ever
Hong Kong’s F&B business has developed quickly in the final decade, thanks partially to the arrival of Michelin Guide in 2009 in addition to the rise of social media and the native meals group.
Chefs in Hong Kong have skilled a shift of their roles.
“Some 20 years ago, chefs mostly just cooked and served food,” says Wu.
“Now in 2022, there is also this thing called relationship building. Chefs have to show their faces. They have to touch the tables and to take pictures with guests. The job of a chef is much bigger than before. It all goes back to a need for human connection. Customers, media, influencers, bloggers — everyone wants to have a human connection.”
And it simply makes good enterprise sense — visitors usually tend to return to a restaurant the place they’ve established a relationship with the chef.
The downside, in fact, is that chatting with diners does not come naturally to all cooks. That’s the place Wu is available in.
“We just encourage and encourage and encourage them,” he says.
He cites Manav Tuli of recent Indian restaurant Chaat — which can also be situated at the Rosewood — as successful story. Chaat opened in 2020 and received its first Michelin star two years later.
Chef Manav Tuli of Rosewood Hong Kong restaurant Chaat.
Nora Tam/SCMP/ZUMA Press
Unique dishes like Tuli’s showstopping tandoori lobster — Indian meals with a Hong Kong seafood twist — and a group of educated workers which communicates the tales of the meals superbly are a few of the causes Chaat is one in all Hong Kong’s hardest to e-book restaurants.
Tables are launched two months upfront and swept up in minutes.
But the greatest star of Chaat is Tuli, thought of one in all the metropolis’s most beloved culinary figures proper now.
“When he arrived two years ago, he didn’t know the landscape or culture of Hong Kong,” mentioned Wu. “He is a quiet person but we align in a certain way as we both have a drive. For him, moving his family to Hong Kong with him, he wants to make this a success. So we have been working very closely since day one on that,” mentioned Wu.
He inspired Tuli to fulfill the visitors and fellow cooks, becoming a member of him at occasions and meals as the chef constructed a reputation for himself.
Cold-calling is not constructing a relationship
Wu just lately organized a collaboration dinner between Chaat and Forum, a Michelin three-star Cantonese restaurant.
Maggie Hiufu Wong/CNN
On his days off, Wu organizes lunches for media, together with revered business critics, and cooks he works with or may fit with in the future.
These usually happen at venues Wu does not work for, from Hop Sze, a no-frills Cantonese diner that has a six-month wait listing, to the Forum Restaurant, a Chinese joint with three Michelin stars.
“I worked til 4 a.m [this morning]. I only joined because Geoffrey Wu arranged this lunch,” one meals critic tells CNN Travel as he enters the non-public eating room inside Forum.
The menu of the day contains every kind of dishes — from road food-style rice rolls to traditional Cantonese candy and bitter pork and the restaurant’s well-known braised abalone.
As with most lunches with Wu, there’s additionally an off-menu shock.
Adam Wong, the govt chef, and CK Poon, the basic supervisor, are available with a pushcart close to the finish of the meal.
“We are thinking of adding this to the next menu update,” says Poon as he caramelizes sugar for the candied apple fritter (ba si apple), a Northern Chinese-style dessert, on-site.”It’s the first time we’re doing this — so let us know what you think.”
The five-hour lunch wraps up with business gossip over bottles of cognac.
But Wu isn’t not working.
He punctuates gatherings with potential collaboration concepts (Tuli and Wong exchanged concepts that day on a hookup between the two restaurants), and fills in moments of silence with jokes to maintain the meal entertaining.
“I always say that I’m the chief entertainment officer,” says Wu. “Building relationships takes time. Cold-calling and sending press releases aren’t building a relationship.”
Flavor is king, however there it isn’t the whole lot
Wu just lately labored with Yong Fu, an award-winning high-end Ningbo restaurant, to assist refine its menu for native tastes.
Maggie Hiufu Wong/CNN
At the finish of the day, connections will not get you far if the meals is not good or the restaurant refuses to evolve.
“Flavor doesn’t lie,” says Wu. “But everything — restaurants, bars, chefs — has a shelf life. It’s impossible to stay number one forever. You need to keep coming up with new ideas to continue to elevate the restaurant.”
It could possibly be doing extra tableside providers, educating visitors about the dishes, or just including a pre-dessert chunk that cleanses the palate, he says.
One of Wu’s newest duties is to edit the menu at one in all his new shoppers, Yong Fu, a Michelin-starred restaurant that makes a speciality of high-end delicacies from China’s east coast Ningbo area.
He’d wish to trim down the authentic one-inch-thick e-book and has created a tasting menu to supply a extra curated ordering expertise.
In Hong Kong, Ningbo delicacies is commonly confused with Shanghai delicacies. Hence, Wu has labored with Yong Fu to create a tasting menu for the native diners.
In Hong Kong, Ningbo delicacies is commonly confused with Shanghai delicacies. The tasting menu contains dishes that diners might not know sufficient about to order — a “sticky” boiled wax gourd and yellow croaker fish in bitter broth, for instance — that amplify the trinity of Ningbo delicacies’s star flavors: “savory, umami and sticky.”
Yu Qiong, Yong Fu’s supervisor, is there to supply an in-depth clarification on every of the dishes.
“These are some of the things that will enrich the whole dining experience,” says Wu. He compares advertising and marketing restaurants with operating: “Keep refining. Keep pushing. My belief is, just don’t stop until you are at the finishing line.”
It’s an apt metaphor. The avid runner wakes up at 5:45 a.m. on most days to slot in train.
“I enjoy Hong Kong on quiet mornings when the city hasn’t woken up yet. When you run, you see a lot of things and think about a lot of things,” says Wu.
As for what was on his thoughts that individual morning?
“I was thinking about our interview. I was thinking about not swearing. I did well — I only swore once.”
Top picture: Indian restaurant Chaat’s pork cheek vindaloo. Courtesy of Chaat.