CNN
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Operating a restaurant in Hong Kong is considered one of the most challenging tasks due to fierce competition, changing preferences, and difficult economics.
Geoffrey Wu, a publicist, plays a central role in the city’s culinary world, working with highly acclaimed restaurants and bars like TATE Dining Room and Ando.
Wu’s consultancy firm, The Forks and Spoons, has been serving the industry since 2012 and collaborates with renowned establishments.
In an interview with CNN Travel, Wu shares insights and secrets from Hong Kong’s dining scene at The Baker and The Bottleman, a new bakery and wine bar by British chef Simon Rogan.
Wu’s journey in the food and beverage industry started in 2005 when he joined Amber, a renowned French restaurant, as operations staff.
Since then, he has worked in various marketing roles before establishing his own consultancy firm in 2012.
Wu’s approach as a food and beverage publicist is different. He is known to be straightforward and occasionally assertive to ensure the best results for his clients.
He believes in speaking up and fixing mistakes rather than catering to egos. His goal is to deliver excellent outcomes and help his clients succeed.
Wu’s approach has been appreciated by clients like Yenn Wong, the CEO of JIA, a restaurant group behind popular eateries in Hong Kong.
Wong praises The Forks and Spoons for understanding and personalizing the needs of each restaurant concept, leading to positive revenue growth.
For Wu, being physically present at a restaurant is crucial. He is involved in menu development, dish tasting, and meeting with clients to ensure their needs are met.
He believes in actively engaging with guests and staff, overseeing operations, and fine-tuning various aspects of the restaurant experience.
As an example, Wu mentions his upcoming trial lunch at Bluhouse, an Italian restaurant at Rosewood Hotel, where he will assess areas for improvement.
He emphasizes the importance of attention to detail and continuous refinement in Hong Kong’s cutthroat food and beverage market.
In recent years, the F&B industry in Hong Kong has evolved rapidly, driven by the Michelin Guide, social media, and the local food community.
Chefs now play a more significant role in building relationships with customers, media, and influencers to enhance the overall dining experience.
Wu supports chefs in developing connections and engaging with guests, helping them establish themselves in the industry.
For Wu, building relationships takes time and requires genuine interactions rather than just marketing efforts.
He cites the successful collaboration between Manav Tuli of Chaat and Yong Fu, an award-winning restaurant, as an example of building relationships in the industry.
Tuli’s unique dishes and personalized dining experience have made Chaat one of the most sought-after restaurants in Hong Kong.
The popularity of Chaat is attributed to Tuli’s dedication and Wu’s support in building relationships with guests and industry stakeholders.
Wu’s work is continuous and involves organizing lunches, discussing collaborations, and ensuring the success of his clients.
Wu’s dedication to his clients and the industry is evident, as he constantly strives for improvement and successful collaborations.
He believes in continuous refinement and innovation to stay ahead in the competitive Hong Kong food and beverage market.
Wu’s current undertaking includes editing menus and creating curated dining experiences for his clients, such as the Michelin-starred Yong Fu restaurant.
Wu emphasizes the importance of continuous improvement and staying attuned to customer preferences in the ever-evolving food and beverage industry.
He believes in offering new experiences, refining menus, and ensuring the restaurant’s continued success by focusing on flavor and innovation.
Wu actively contributes to the industry by collaborating with restaurants like Yong Fu to elevate the dining experience and offer unique flavors to customers.
Wu’s passion for the industry and dedication to his clients is apparent, as he strives for continuous improvement and excellence in the Hong Kong restaurant scene.
Wu’s commitment to the industry and his role as a publicist extend beyond work hours, as he constantly seeks opportunities and maintains connections with various industry stakeholders.
Wu’s dedication and expertise have contributed to the success of renowned restaurants, making him a respected figure in Hong Kong’s culinary scene.
Wu’s commitment to quality and innovation in the industry reflects his passion and dedication to the success of his clients and the Hong Kong dining scene.
