Tao Heung
The Canteen of Hong Kong Mr. Leung Yiu Chun, CEO of Tao Heung Credit: Ming Pao
Hong Kong Brand Series #08 Brought to you by the Department of Marketing, CUHK Business School CU: Prof. Leo Sin, Dr. Susanna Kwok, Department of Marketing TH: Mr. Leung Yiu Chun, Chief Executive Officer of Tao Heung Holdings Limited (Click here for the full version at University Hall of Branding, Chinese version only)
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ince Tao Heung Seafood Hotpot Restaurant at Sai Wan was first established back in 1991, Tao Heung has grown into a Chinese cuisine empire encompassing over 100 dining outlets across fourteen different restaurant brands (not including Tai Cheong Bakery in its separate bakery division). Twenty years later, Tao Heung is listed on the Main Board of the Hong Kong Stock Exchange with over 8,500 employees and a market value of HK$4.5 billion. Mr. Leung Yiu Chun, CEO of Tao Heung Holdings Limited, was asked to reveal the success factors that drove the rapid growth of Tao Heung.
Growth on a solid foundation CU: Since Tao Heung’s founding, were there any turning points that accelerated your growth and expansion? TH: We have evolved through four strategic turning points. First, our “One-dollar Chicken” promotion in 1996 was well received by our customers and dramatically boosted consumers’ awareness of our brand. Second was our decision to be both product and service-oriented; this distinguished us from other, more traditional Chinese restaurants. Back in the early days, Chinese restaurants cared only about their food, while totally neglecting the service aspect. To