Moxie expands all-day dining to include responsibly sourced meat options

All-day dining restaurant Moxie at LANDMARK Alexandra House is expanding its dining menu of plant and seafood-based offerings with new meat-based dishes. 

This comes following in the footsteps of sister concepts in The Arcane Collective - Arcane and Cornerstone - to include responsibly sourced meat from producers using the best sustainable practices as well as ingredients provided by small farms and regional suppliers. It continues to emphasise a social and environmental approach to mindful dining and healthier eating habits. 

Moxie’s chef de cuisine Michael Smith’s contemporary take on modern European flavours will be represented in several additional dishes including Wagyu Burger served with potato fries, Crispy Chicken Schnitzel, and 7+ Mayura Wagyu Bavette prepared with a choice of two sides.  

In addition, the restaurant will be launching a new takeaway coffee bar concept - SERVO - which will serve Australian-style coffees, sandwiches and other homemade pastries including the Canelés.  

SERVO is a takeaway concept and coffee counter located adjacent to the restaurant. Australian slang for ‘service station’ and typically found roadside across, ‘servos’ are a beloved part of Australian culture, especially adored for the everyday ease and convenience gathered in a single grab-and-go spot. 

In terms of marketing strategies, The Arcane Collective has embarked on a four pronged approach to its marketing campaign for Moxie's new menu and the launch of the coffee takeaway concept.

Firstly, a rebrand was put into place, with the new SERVO brand, and the new look menus developed inhouse. This has been followed by a PR campaign by Companion Communications which will focus on high-level media interviews about the plant-forward movement in Asia with Shane Osborn, chef-owner of The Arcane Collective, as spokesperson, as well as an influencer campaign to support the social media campaign that will unfold across Osborn's and Moxie's social platforms.

In addition, Moxie will be embarking on a loyalty programme campaign in partnership with  LANDMARK's Bespoke, where they will promote weekly two-for-one offers to highlight their new menu.

Finally, Moxie is launching a direct-marketing campaign, offering complimentary giveaways of Shane Osborn's famous caneles to anyone buying a coffee at Moxie's SERVO between 9 April and 13 April in order to push traffic to the newly launched coffee concept.

The campaign will last for three months, and targets conscious diners in the Central area. It also aims to expand Moxie's current client base with a broader offer of dining options as well as a new coffee concept at SERVO.

Companion Communications has been on retainer for The Arcane Collective since 2021 and is handling the details of its PR and social media campaigns. The Arcane Collective has also appointed marketing company MARTY to help re-engage its database through monthly EDMs and other marketing initiatives.

Smith said: “We’re very proud to be at the forefront of healthy, conscious dining in Hong Kong with a huge focus on plant-forward dishes. As chefs though, we must stay open to our guests’ demands and will now include carefully sourced meat in our menu. For those who love our plant-forward approach, the dishes we have become known for over the years will remain!” 

Osborn added: “Moxie has always been at the forefront of conscious dining, and we are proud of the inroads we have made in offering a plant-forward menu.” 

“We do, however, have to stay on top of our guest's demands, and have decided to expand our menu to include meat dishes. The meat we choose will go through the same thorough sourcing as The Arcane Collective’s other restaurants Arcane and Cornerstone, and we hope will become firm favourites at Moxie,” Osborn said.  

Osborn also said that “Servos” have been a part of his upbringing, they form such a key cultural backbone to Australia, and he is thrilled to be putting a spin on them in Hong Kong. 

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