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Japanese restaurant giant Saizeriya opens second outlet in Hong Kong

Saizeriya Italian Restaurant Group, an Italian family-style restaurant chain originating from Chiba, Japan announced the opening of its second outlet in Hong Kong April 10. The well-known Japanese casual dining concept opened its first outlet in Hong Kong in November 2008, and plans to open a further 50 restaurants within the next five years.

 Saizeriya currently employs 40 staff in Hong Kong, and has positioned itself as a restaurant group serving healthy Italian meals at an affordable price.

The company has over 780 outlets in Japan and in 2003 Saizeriya opened its first overseas outlet in Shanghai as the first step in the company's strategic expansion to Greater China. The group's presence in Asia outside Japan has now increased to 22 outlets in Shanghai, two in Guangzhou, as well as in Beijing, Shenzhen, Taiwan and Singapore.

Director-General of Investment Promotion, Mr Simon Galpin welcomed the expansion of Saizeriya in the Hong Kong SAR. He said, "Despite the turbulence in world financial markets, I am encouraged by the efforts of the catering industry to adjust to changing market needs. By offering good quality food at a reasonable price, Saizeriya's market positioning will no doubt appeal to a wide range of discerning diners in Hong Kong."

The two outlets in Hong Kong are managed by Mariano Company Limited, a subsidiary wholly owned by Saizeriya Japan.

Mr Yashuhiro Hisamatsu, President of Mariano, explained the decision to expand in Hong Kong. "Since our establishment in China, Saizeriya has already been accepted by Mainland customers. It was a natural decision to expand to Hong Kong, a city that plays host to over 16 million Mainland visitors each year and home to a large local population with a passion for new dining concepts. I am confident that that our successful experience in the Mainland will be repeated in Hong Kong," said Mr Hisamatsu.

Saizeriya's optimism in attracting Mainland visitors coincides with the recent relaxation of travel restrictions to facilitate the 8.6 million Shenzhen residents to visit Hong Kong under the Individual Visit Scheme.

"We anticipate that further relaxation and extension of the Individual Visit Scheme for Mainland visitors will open up more opportunities for businesses in the tourism industry, in particular restaurants," said Mr Galpin.

Saizeriya's operations in Hong Kong will follow the business models and strategies of Saizeriya Japan. By directly procuring ingredients from all over the world, Saizeriya aims to ensure the competitive pricing and quality of food. In addition, burgers, sauces and soups are produced at Saizeriya's plant in Australia and shipped to its outlets in the region to maintain consistency.

"Invest Hong Kong wishes Saizeriya every success in establishing their business here and we look forward to providing further support and assistance during future stages of the company's expansion in our city," Mr Galpin added.

Founded in Japan in 1967, Saizeriya Italian Restaurant Group aims to serve healthy, delicious and quality Italian food at reasonable prices. The group has over 780 outlets in Japan, 22 in Shanghai, 2 in Guangzhou as well as restaurants in Beijing, Shenzhen, Taiwan, Hong Kong and Singapore.

The second outlet of Saizeriya in Hong Kong is located in Tseung Kwan O.
The second outlet of Saizeriya in Hong Kong is located in Tseung Kwan O.

Source: GovHK (