Bustling with food connoisseurs and reputedly home to more eating establishments per head of population than any other city on the planet, Hong Kong is a food city to its very core. Therefore, in a saturated market, anyone thinking of launching a food and hospitality business needs to do their homework.
Speaking from personal experience, Yin-mei Chiu, founder and director of food allee and food allee HOME, says the first lesson is to do as much research as possible. “Talking to people in the industry and asking for feedback about your ideas helps give you a clearer picture of trends and allows you to shape your business to fit the business landscape,” says Chiu who has created her own distinctive brand of “private chef” catering. Secondly, Chiu adds, it is important to be flexible with the business strategy so that adjustments can be made to accommodate the unexpected. Furthermore, as Chiu herself discovered, a return to the classroom to learn specific or business-related skills can also help an entrepreneur operate their business more effectively. “The diploma in culinary studies programme I enrolled in has been really helpful, especially with the kitchen management and operations side of my business,” Chiu explains.
Not to be confused with the Hong Kong private kitchen dinning concept, Chiu's food enterprise is centred on designing tailor-made Swiss-style menus with preparation carried out in a professional kitchen, but with the actual cooking completed by Chiu and her assistants as the “private chef” at the client's venue. Travelling and cooking in different locations means Chiu has learned to streamline the weight and number of kitchen utensils she uses. Operating from a purpose-built kitchen in a Diamond Hill office block also allows Chiu to keep her rental overheads at a manageable level.
Talking to people in the industry and asking for feedback about your ideas helps give you a clearer picture of trends and allows you to shape your business to fit the business landscape
“When I see the number of restaurants closing because of the huge rent burden, I believe I have made a business decision that overcomes one of the biggest barriers of entry into the food and hospitality industry,” notes Chiu who ensures clients are able to personalise their events by visiting her kitchen for sample tastings and menu design. “Clients like the personal touch,” she says. For example, she sometimes gives Swiss classic dishes a twist to make them lighter and more appealing to Asian tastes.”I can prepare a menu to cater for a large corporate function for several hundred people or for a small dinner party,” adds Chiu who has provided catering for up to 800 people.
Chiu, who speaks fluent German, says her passion for the food industry took off while she was studying languages in Switzerland. Her inspiration was fuelled by exploring different cuisines and cultures and exchanging recipes and cooking methods with fellow students and their families. “Even in a crowded food environment like Hong Kong, there is always room for an innovative approach to providing high-quality dining experiences,” says Chiu who can also arrange musical entertainment for her functions, ranging from live classical performances to jazz bands.
Chiu launched her business 18 months ago after returning to Hong Kong, where she found herself at a crossroads. Working for a local outdoor furniture and design company, she was determined to turn her enthusiasm for food and hospitality into a full-time business. “I did quite a few catering events for friends and acquaintances and received encouraging feedback,” she says. However, she says there were a few gaps in her business capabilities that needed strengthening. While reading a local food magazine, Chiu spotted the part-time diploma in culinary studies offered by the Open University of Hong Kong Li Ka Shing Institute of Professional and Continuing Education (OUHK LiPACE).
Chiu, the founder of private kitchen "Food Allee" and Yvonne Chen, Programme Manager of Business & Management Team in OUHK LiPACE
Offered as a part-time programme, Chiu found she could fit her studies around her business commitments. “Not only has the programme given me increased confidence and extended my culinary knowledge, it has also helped me sharpen my presentation skills,” she acknowledges. Networking with fellow students and exchanging business philosophies and ideas has also brought about benefits, Chiu adds. For instance, she has launched an online platform marketing food and kitchen items including her own branded products. She also plans to launch a product line offering her own sauces, ingredients and recipes for home cooks who like to experiment with fresh culinary ideas. Taking the culinary niche a step further, Chiu has also designed a stylish cheongsam-style apron, which has been featured on a major Asian business programme. “At some point I would like to open a restaurant, but for now I am motivated and enthusiastic about developing and expanding my current business,” she says.
