TRB Hospitality Group: Understanding Chinese consumers and developing new concepts in a fast-moving environment

case-study| 9 July 2019

Sign up and benefit from our entire range of free services

If you sign up today you’ll be able to

  • Access to tailored advice through our Ask-the-Expert tool
  • A library of over 200 publications
  • Practical business tools
  • A network of trade promotion and business support partners
  • A comprehensive database of service providers with contact information

TRB Hospitality Group was founded and owned by Mr. Ignace Lecleir. In 2011, the group opened TRB Hutong, that was soon followed by the opening of the second branch, TRB Forbidden City. Both branches serve innovating a contemporary European cuisine, within the right mix of the old and new Beijing.

The following case study gives an overview of the main difficulties faced by TRB Hospitality Group when first opening in China, with a focus on the group’s experience in the understanding of Chinese consumers and the development of new concepts in a fast-moving environment such as China.

Sign up and benefit from our entire range of free services

If you sign up today you’ll be able to

  • Access to tailored advice through our Ask-the-Expert tool
  • A library of over 200 publications
  • Practical business tools
  • A network of trade promotion and business support partners
  • A comprehensive database of service providers with contact information