Tai Hing puts service first in new brand campaign

Hong Kong restaurant chain Tai Hing has launched a service-focused campaign to elevate the dining experience across Hong Kong, redefining food and beverage standards. 

Under the tagline “Tai Hing: Great taste, great attitude” (太興，太好味道，仲好好「太」度), the brand has modified the Chinese character for “attitude” (態度) to feature its own name “Tai” (太), signaling a bold commitment to both culinary and service excellence. 

Visually, this brand promise is brought to life through a newly designed bowtie-themed campaign logo, which symbolises professionalism and the brand's utmost respect for service quality.

Amidst a local F&B landscape where service quality often fluctuates and marketing typically revolves around product promotions, Tai Hing is taking an unconventional approach. This new service campaign has shifted the spotlight entirely away from food offerings to focus solely on celebrating and caring for its customers, building long-term word-of-mouth through concrete actions.

The campaign is currently running across all Tai Hing branches in Hong Kong, supported by a full-scale rollout across television, digital platforms, social media, and in-store touchpoints. 

To effectively broadcast and amplify these service values to the public, Tai Hing has partnered with local celebrity Jiro Lee (李尚正). Known for his iconic "undercover" persona in the hit variety show “Undercover Tour” (臥底旅行團), Lee reprises his role as an undercover agent in a TVC and social video series to verify Tai Hing's service standards. 

The videos highlight three core pillars: heartwarming and human-centric staff service, flexibility through simultaneous support for both QR code and manual ordering, and a steadfast commitment to food and hygiene standards, exemplified by the signature heated teacup warming cabinets. 

To prove that the campaign goes beyond marketing slogans, Tai Hing has produced physical copies of the "staff handbook" (好「太」度員工守則) alongside custom staff badges to motivate frontline teams. To ensure service excellence is genuinely felt on the ground, frontline staff are required to strictly adhere to the guidelines set in the new handbook to deliver top-notch service.

Proving its commitment through action, Tai Hing has launched a month-long branch service competition. QR code stickers have been deployed across all branches, allowing diners to instantly scan and rate their on-site dining experience. The top three branches with the highest average scores will win the title of "most beloved 'great attitude' branch".

Tai Hing has also launched AI heartwarming animation stories, using generative AI to turn real customer compliments into animated social media posts. This seeks to bring genuine stories to life and share the brand's service with a wider audience.

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JoJo Chan, vice chairman, Tai Hing Group, said: “Brand building goes far beyond advertising; it is rooted in our everyday execution. We believe that culinary excellence and service quality are equally vital pillars of a sustainable brand image. This campaign represents our commitment to driving long-term word-of-mouth by ensuring that our dedication to service is felt by every customer, at every touchpoint.”

Desmond So, CEO of  Uth Creative Group, said: “Service differentiates. This campaign truly started from the inside out - beginning with the frontline staff before extending into a broader conversation with consumers.”

MARKETING-INTERACTIVE has reached out to Tai Hing for more information. 

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