Beijing's Top F&B Entrepreneurs Give the Dish on Getting Started in the Restaurant Biz

Robynne Tindall, Contributing Editor | Dec 6, 2015 5:00 pm | Add a comment | 1959 reads

It may not be quite as cut-throat as Shanghai or Hong Kong (yet), but succeeding in Beijing's ever-expanding F&B scene can be just as much of a challenge. We've all got to eat, but Chinese and foreign consumers alike are increasingly selective about where and what they eat. How can F&B entrepreneurs, particularly foreigners, adapt to, and succeed in the face of, these changes? This was the theme of "Beijing F&B Entrepreneurs: Stories of Foreign Food and Wine Success" an event hosted by AmCham China's SME Committee, China Entrepreneurs (CE), the Australian Chamber of Commerce, and the Swiss Chamber of Commerce at the end of November.

Take a look at the illustrious list of speakers:

Alex Molina, General Manager and Owner at Mosto Restaurant Group
Claudia Masüger, CEO and Founder of CHEERS Wines
Peter Troesch, President at Peach International
Lucy Hu, CFO and Co-Founder of Gung Ho! Pizza
Robert Cunningham, Executive Chef at FEAST at EAST Hotel
Alan Wong, CEO of Hatsune
and our very own Michael Wester, General Manager at the Beijinger

After brief introductions, Michael Wester led an hour-long panel discussion with the speakers. With so many years of experience, it was clear that these guys definitely could have gone on for a lot longer, but nevertheless, there were still some great points made. Below are what I considered to be the key takeways:

Don't do fine dining – There was a time when white tablecloths and French cuisine were the best way to catch the attention of certain types of Chinese diners, but that time is not 2015. In the wake of China's widespread austerity campaigns in recent years, and with dining out habits being squeezed by busy work and personal schedules, diners are looking for a faster, more casual dining experience. Just look at the legendary Da Dong branching out with first Taste of Da Dong and now the decidedly populist Da Dong Duck.
Know what you are (and what you're not) – As Alan Wong commented, "This business is a war. You don't win the war with tanks, you win the war with sniper rifles." This means that you have to be 100 percent, nay, 200 percent clear on what your concept is. If, for example, like Peter Troesch's Swiss Taste you're a Swiss restaurant, then there's no need to include French, German, or Chinese dishes on the menu. Pick one thing and do it really, really well.
Don't be afraid of introducing something new – Most of the panelists were of the opinion that in China in general, but Beijing specifically, it can be easier to work with a completely new idea or concept because the market isn't saturated and customers are still willing to be "educated." You want to open Beijing's only authentic Peruvian restaurant? Go ahead, it may well just catch on, provided you market it smartly – there is, after all, a challenge in educating a market that didn't know it needed educating.
Don't forget your roots – Speaking of authenticity, as a foreign restauranteur, you would be silly to open a restaurant based on what you think "Chinese customers like." Not only is it pretty impossible to say what 1.3 billion people like, whatever that is, it's changing all the time. Instead, focus on producing the most authentic version of whatever it is you're doing and then as the restaurant matures and you start getting feedback, adapt what you need to adapt.
Lastly ... Love what you do! – The F&B industry isn't easy on anyone, but when you love what you do, those long hours of hard work won't seem so bad. This concept came through most strongly from CHEERS' Claudia Masüger – when you see how passionate Claudia is about CHEERS, it's not hard to imagine how the company has grown so quickly (to nearly 40 stores across China!) over the past few years. Additionally, when you love what you do, it's easier to pass that passion on to your staff.