Hong Kong is renowned for its challenging restaurant industry, with ever-changing tastes, fierce competition, and difficult economics. At the center of this culinary world is publicist Geoffrey Wu and his consultancy firm, The Forks and Spoons. Wu works with some of the most prestigious restaurants and bars in the city, such as the Michelin-starred TATE Dining Room and Ando. In a conversation with CNN Travel at The Baker and The Bottleman, a casual bakery and wine bar by British chef Simon Rogan, Wu offers insights into the secrets of Hong Kong’s dining scene.
Wu’s journey in the food and beverage industry began after being expelled from the University of Science and Technology for skipping classes. He joined the esteemed French restaurant Amber as operations staff and later ventured into various marketing roles before founding his F&B consultancy firm in 2012.
Unlike typical publicists, Wu is known for his straightforward and sometimes confrontational approach. He isn’t afraid to voice his opinions and holds his clients and the media accountable. He prioritizes results over ego-stroking and compares his role to that of a football coach rather than a traditional PR professional. Fortunately, his clients appreciate his honesty and directness.
Yenn Wong, the founder and CEO of JIA restaurant group, speaks highly of Wu’s ability to understand and personalize the needs of each concept. Wong credits The Forks and Spoons for delivering positive revenue growth through effective and targeted publicity.
One of the crucial responsibilities of an F&B publicist, according to Wu, is being physically present at the restaurant. Wu involves himself in menu development, sampling new dishes, and meeting with clients. Whether it’s translating menus or collaborating with chefs on tasting menus, Wu believes in being hands-on and showing care and dedication.
Wu acknowledges that Hong Kong’s F&B market is cutthroat. A strong opening is essential due to the city’s competitiveness and high rental costs. Hong Kong residents are known for their dining out habits and willingness to spend, making it crucial for restaurants to get things right from the start. Positive word-of-mouth is key in attracting customers and sustaining business success.
Wu cites Bluhouse, a new Italian dining concept, as an example of a successful opening. With reservations fully booked through October and November, the restaurant has capitalized on strong word-of-mouth marketing. Over the past decade, Hong Kong’s F&B industry has evolved rapidly. Chefs are now required to build relationships with customers and engage with the local food community. Establishing a personal connection with guests can significantly impact their likelihood of returning.
However, not all chefs are naturally inclined towards interacting with diners. This is where Wu’s expertise comes into play. He encourages and supports chefs in building connections with their customers. Manav Tuli of modern Indian restaurant Chaat is a prime example of Wu’s success. Tuli’s unique dishes and passionate staff have made Chaat one of the hardest restaurants to book in Hong Kong.
Wu’s dedication extends beyond his role as a publicist. He organizes lunches for media and chefs to foster relationships and explore new culinary experiences. These gatherings take place at various restaurants, showcasing the diverse offerings in Hong Kong’s dining scene.
In conclusion, Geoffrey Wu and his consultancy firm, The Forks and Spoons, navigate the complex and competitive restaurant industry in Hong Kong. Wu’s straightforward approach and dedication to his clients have earned him a reputation as a trusted publicist in the city’s F&B scene.
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