(Yicai) March 3 -- A growing number of Chinese hot pot restaurant chain operators are opening eateries in the Middle East, adjusting their strategies and upgrading the dining experience so as to attract more local customers.

Liuyishou Hot Pot initially targeted Chinese people living in the Middle East when it opened its first outlet in Dubai, Chief Executive Yin Yi told Yicai. But after Liuyishou also added dishes to the menu that suit local tastes, the share of non-Chinese customers gradually ticked upward, she added.

Consumption per head is much higher in the Middle East than in China or Southeast Asia and the region is home to people from all over the world. Chongqing-based Liuyishou was one of the first Chinese hot pot chains to foray into this market, and after opening restaurants in Dubai, it now plans to expand to Abu Dhabi and Riyadh.

"Catering services in the Middle East market are very diverse, and consumers have a high acceptance for catering products," Yin noted. "For example, people from over 100 countries live in Dubai, and most of them are youngsters who are more willing to try new things."

Liuyishou's restaurants in Dubai offer clear soup hot pots with different flavors to meet local eating habits and provide knives and forks as an alternative to chopsticks so customers feel more comfortable, Yin said, adding that the outlets even have chopstick assistants.

Meanwhile, Liuyishou continues to have its traditional Chongqing-style spicy hotpot on the menu to "cure the homesickness of overseas Chinese people," Yin pointed out.

Haidilao International Holding has also adjusted the menus of its restaurants in Dubai to tailor to local palates. For example, popular regional spices are added to a chicken dish, according to the head of the Chengdu-based company's Middle Eastern business.

Moreover, Haidilao has incorporated local cultural elements into its Dubai restaurants, setting up traditional rosewater face-washing stations in waiting areas, the manager said, adding that it also offers free henna painting services during festivals to enhance the dining experience.

Haidilao's Dubai customers are mainly people aged 25 to 40, with non-Chinese customers accounting for 70 percent of the total, the person noted.

Liuyishou’s Yin also pointed out to Yicai that Chinese eateries also face significant challenges in the Middle East. Strict import regulations, for instance, require that all ingredients have halal certification, making it difficult to control both quality and costs. Additionally, foreign firms must carefully navigate the region’s unique business environment to avoid any potential legal risks.

Despite these challenges, new opportunities are emerging for Chinese restaurant operators in the Middle East, particularly with the rapid growth of Dubai’s food delivery market in recent years, Yin noted.

 

Editors: Tang Shihua, Futura Costaglione