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Morton's cooks up local strategy

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Morton's The Steakhouse is going local. The US-based high-end restaurant says it will connect with its Hong Kong diners on a more personal level as it prepares to expand across Greater China.The Steakhouse will open its second restaurant in Shanghai and plans for a further five are planned for Beijing, Macau, Singapore, Shanghai and Hong Kong."Our revenue has never stopped soaring since we first landed Asia 15 years ago," Jessica Geisinger, associate director of sales of Morton's The Steakhouse.While the brand has placed a lot effort on marketing the Beijing launch with glamorous events, print ads, TV commercials and social media program, Hong Kong has remained quit, "there is no need for such an overwhelming marketing strategy," in Hong Kong Geisinger adds.Instead, the restaurant focus mainly on a more personalised strategy."We call our VIP and new customers after their visit to keep in touch with them," she said.Another touch in Hong Kong is providing personalised wine lockers to customers where they can store wine purchased from the restaurant.In China Geisinger says behaviours are changing "tremendously", with demands much higher for food and beverage items."They are now keener on Western food and they already have broad of wines."Asked to comment on the difficulties faced during expansion, Geisinger said the regional culture differentiation is the main challenge."But our menu stays the same as consistency is very important to our success."

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