From lunches on the go to gourmet chocolates, InvestHK powers F&B success in Hong Kong
With a 25-year record, InvestHK enables global brands such as Pret A Manger and La Maison du Chocolat to scale, localise and lead in Asia
Hong Kong has long enjoyed a well-deserved reputation for the quality and variety of its food and beverage (F&B) scene, making the city a logical first stop for international brands looking to establish a base in Asia from which to expand.
Many factors attract them, ranging from cosmopolitan customers ready to try new tastes and experiences, to the business-friendly environment and the comparative ease of getting everything up and running. In the latter instance, much credit is due to InvestHK, the government agency responsible for providing inbound investors with practical advice and guidance.
Typically, that can include assistance with anything from finding suitable premises and meeting potential partners, to understanding local tax rules and recruiting staff. Such support can make all the difference by anticipating problems, outlining solutions and accelerating progress from initial concept to first-day operations. When companies plan to open outlets or eye opportunities for branching out in mainland China or around the region, they can still turn to the InvestHK team for expert input on useful contacts, consumer trends, alternative business models, prospective financial backers – and much else.
Two high-profile international brands, Pret A Manger and La Maison du Chocolat, serve as clear examples. While specialising in different areas of the broad F&B sector, each has built a successful chain of stores in Hong Kong, while they have both been able to innovate and capitalise on the city’s many advantages as a launch pad for expansion further afield.
“Hong Kong was the ideal choice for our first Asian store and regional headquarters due to its vibrant market and diverse consumer base,” says Eira Jarvis, managing director, Asia, Pret A Manger. “Since we opened here in 2002, it has been invigorating to operate in such an entrepreneurial city, which attracts global talent and is where customers are hungry for new trends.”
The company, which was founded in London in 1986, currently runs 25 quick-service restaurants (QSRs) at key locations around Hong Kong, and is particularly popular with office workers looking for healthy meal choices.
“InvestHK started working with Pret in 2006. I remember advising them that cold sandwiches are not a traditional choice for locals. They launched hot wraps and, later on, hot soup, expanding their range to appeal to local palates,” says Sindy Wong, head of tourism and hospitality at InvestHK. “Our team successfully facilitated communication between Pret and the Food and Environmental Hygiene Department, securing the essential licence.”
Emphasis has also been placed on pioneering initiatives. Over the years, these have included digital screens, new menu options, grab-and-go items for time-pressed professionals and, more recently, corporate catering for office lunches and events.
“We take pride in showcasing our ability to ‘flex’ locally and adapt to changing customer needs,” Jarvis says. “We also regard Hong Kong as a vital training centre, essential for setting standards across Asia and the Middle East, in places where we operate as a licensed business working alongside world-class partners.”
Current plans include the phased introduction of healthy menu items, seasonal choices and expanded rice-based selections, as well as a redesign to give some outlets a more modern feel.
“These initiatives will not only support our growth, but also contribute to Hong Kong’s status as a leading F&B hub,” Jarvis says. “All along, InvestHK has been instrumental in our success by providing valuable insights and support: firstly in navigating the complexities of entering a new market and, later, in helping to meet the demand for quick-service restaurants in new locations.”
French brand La Maison du Chocolat, which opened its first Hong Kong boutique in 2008, now has five local outlets and a food production facility to meet escalating demand for luxury products presented with a distinctive Parisian savoir faire.
The company has sought to change perceptions about how chocolate can be enjoyed, offering new taste combinations and setting industry standards in packaging and service.
“Over the past 15 years, Hong Kong’s luxury F&B scene has become more sophisticated, with consumers increasingly seeking unique, high-quality experiences,” says Alban de Rochequairie, the brand’s director for its Hong Kong and Macau and South Korea operations. “We have contributed to this evolution by introducing the best in chocolate craftsmanship, under our head chef Nicolas Cloiseau, and by continually pushing boundaries with bold innovations like praline with curry, and ganache with caviar.”
From the start, the company viewed Hong Kong as a city with discerning clientele who would appreciate artisanal excellence. The city also stood out as the perfect East-meets-West gateway for breaking into new markets, thanks to world-class logistics, sales and marketing know-how, and the assistance offered by InvestHK.
“InvestHK introduced us to service providers and helped find a site for our food factory,” de Rochequairie says. “In addition, they provided PR support for the launch of our first store and conducted case study interviews for our brand. Throughout, they have kept us abreast of market trends and regularly invited us to networking events and seminars.”
The company is now preparing to embark upon a new, exciting chapter. After the summer it will unveil a refreshed brand identity, including new packaging that reflects timeless elegance with a modern touch. There are also plans to expand the range of pastries, launch a chocolate bar infused with juniper berries, and localise by offering exclusive seasonal products such as limited-edition mooncakes for the Mid-Autumn Festival.
“Hong Kong remains at the heart of our regional growth as we look towards further expansion in Asia,” de Rochequairie says. “The city’s unique location, diversity and pro-business approach make it an ideal base for that, and will continue to inspire our future creations.”
InvestHK’s Wong says it has been a privilege to guide La Maison Du Chocolat from its initial launch in Hong Kong, and she feels confident that F&B brands with quality products, innovative concepts and high service standards will grow in the city. “InvestHK stands ready to partner with overseas brands and help them expand and thrive in Hong Kong and beyond,” she notes.