The following is an interview with a Chinese Restaurant owner, Mr. Mo Woo. The China Pearl is located in 82-22 45th Ave, Elmhurst, NY 11373. Throughout the meeting, I am eager to figure out the nuts and bolts of managing a restaurant business and the secrets of making Chinese cuisine so popular at The China Pearl.
Interview
I.: Hello, Mr. Woo! It is my pleasure to meet you at such a cozy place. You are definitely seducing customers with intimate atmosphere beyond the delicious meals, aren’t you!
Mr. Woo.: Oh, thank you, thanks for having me. You are right. We are in a rivaling market full of competition. It pushes us to please our customers with an outstanding service. However, that is just not enough. We think over every tiniest detail in our establishment, just like a picky detective investigates a complex case.
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I.: Can you, please, spot out what makes your restaurant distinctive?
Mr. Woo.: Yes, sure. We are trying to absorb our guests into a unique environment from the first glance. It is much before serving meals to them, when our guests indulge into the relaxing aroma composed of natural herbs. After entering, their eyes momentarily stick to interior décor full of authentic artifacts that reveal Chinese history and history. The near-to-quiet sounds produced by folk instruments create the feeling of deep tranquility.
I.: Is this something like massage?
Mr. Woo.: Very close to it. Still, we do not want to make our visitors sleepy before having a tasty meal (laughter). Our chef owns a Michelin certificate and so I trust his choice 100 per cent.
As the conversation went on, Mr. Woo told me about their target audience. He explained that in addition to changing menus on regular basis, their strategic focus is on individual choice. This, he said, is about serving every customer beyond the menu. Per waitresses’ offer, every visitor of The China Pearl is able to arrange their dish from whatever available ingredients and combinations they see in the menu. This feature makes the restaurant genuinely customer-oriented.
I.: Do you have something we cannot find in other Chinese restaurants.
Mr. Woo.: Yes, our brand identity is in distinctive choice of meals that varies regularly. We are different because we manage to change menus three times a week. This is not to bore our regular visitors and attract the new ones. See, this is a long list for today, and it will be different tomorrow. I believe that our distinction and development are in permanent change.
I.: What does it cost you as a restaurant owner?
Mr. Woo.: Rather than routine management of operations and processes, it is much about people’s leadership. I should serve as a source of inspiration to motivate others and induce the staff to serve corporate goals as best as they can. This is how we make a difference in hospitality business. I am creating avenue for people who are eager to work for The China Pearl. Our dedicated staff and friendly environment enable us to provide a captivating service to our clients and make them come again.
I.: What about marketing and brand identity?
Mr. Woo.: Marketing is a great deal in managing and promoting any establishment. There are hundreds of Chinese restaurants across the New York City, and to be popular we use the innovative means of communication to get in touch with target audiences. Creative ads and social media textual and visual posts all add up to solidifying our identity.
Findings
The strategic focus on an individual customer is what distinguishes The China Pearl from the array of mass market fast food establishments serving Chinese cuisine. It is definitely beyond the delicious meals, according to Mr. Woo. It is about welcoming atmosphere, customer-oriented service and unlimited choice of astonishing meals.
