What pitfalls should Chinese restaurants avoid when expanding abroad?

Original: Tina LI | VenturePeakTalk | Beijing china

Part Two: Navigating the Swiss Market

Q: The common mistake Chinese brands make when entering Europe is trying to apply domestic experience directly to overseas markets. As a ‘Western insider,’ with years of entrepreneurial experience, what pitfalls do you think Chinese entrepreneurs frequently encounter?

A: For Chinese brands, entering the Swiss market can be more challenging than for Western companies. Chinese entrepreneurs need to invest more time and effort in cultural adaptation and brand trust-building. Language also plays a crucial role. The Swiss are very sensitive to local languages, while younger people may be comfortable with English, middle-aged customers generally prefer German, French, or Italian, depending on their region. In my opinion, collaborating with local partners is essential. Even if a company is highly successful in China, the business environment in Switzerland is vastly different. Working with local experts helps avoid unnecessary trial-and-error phases and prevents critical cultural missteps.

Suan Long Kloten

Q: If a Chinese restaurant brand wanted to enter the Swiss market through your platform, what are the three key changes you would recommend?

A: 

• Authenticity: Many Swiss customers are unfamiliar with the diverse regional cuisines of China. It’s important to deliver a truly authentic dining experience rather than heavily modifying dishes to fit Western expectations.

• Quality: Swiss consumers highly value locally sourced, high-quality ingredients while still expecting an authentic flavor profile. Striking this balance is essential, as Swiss guests are willing to pay more for fresh, high-quality products.
• Education: Raising awareness about Chinese cuisine is key. This means clearly explaining the origins, ingredients, and preparation methods, both on the menu and the brand’s website, with a focus on transparency regarding ingredient sourcing.

Q: Do you see a conflict between being a 'promoter of Chinese food culture' and a 'businessman'? How do you balance these roles?

A: I don’t see a conflict between promoting Chinese food culture and running a business, they actually complement each other. Promoting culture creates opportunities, and business success allows the culture to thrive. Maybe you can ask me this again in five years!

Interview Dialogue Part 3

Could the fusion of Swiss cheese fondue and Chongqing hot pot base become the next food sensation?"

Stay tuned!