Revitalising a brand prior to a new restaurant launch

ZS Hospitality GROUP
Challenges

ZS Hospitality Group is a multi-brand restaurant operator headquartered in Hong Kong, dedicated to providing guests with the finest quality cusines and experience. Sinclair’s remit was to raise awareness of LEE Lo Mei’s re-opening as well as its brother restaurant, LEE Ho Sing. This initial challenge preluded the highly anticipated launch for the group’s newest venture, Miss LEE.

Sinclair recognised the opportunity to revitalise public perceptions, elevate and expand brand awareness and attract new audiences while retaining ZS Hospitality’s loyal customer base of local and expat crowds, and redefining the brand’s central identity.

Approach

Strategy Leverage the re-opening of LEE Lo Mei to reconnect the brand with media and consumers, whilst also building momentum for the anticipated opening of a new modern Chinese vegetarian concept, Miss LEE.

Narrative Focus was put on the brand’s ‘LEE’ family of restaurants that creates new and exciting menus inspired by nostalgic Hong Kong flavours, while showcasing the range of dining experiences and options available to both local and expat diners.

Engage Invite F&B and lifestyle media and KOLs in small group dining experiences to learn more about the brand, its restaurants’ offerings and inspiration behind the new menu items created.

Outcomes
+120M
Reach through F&B and lifestyle publications
86%
Key message penetration across three restaurants
39
Media and influencers visited restaurant locations
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