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Amid a prolonged downturn in Hong Kong’s catering sector and a growing trend of residents traveling north for cheaper dining options, a local This This Rice business has expanded to three outlets in just six months, bucking the industry slowdown with a dual-track model combining budget meals and Cantonese siu mei.
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Led by owner Lee, the chain now operates outlets in Kwun Tong and Shek Mun, with a third branch set to open in Kennedy Town. Unlike many budget eateries, the shops feature an in-house siu mei station alongside standard This This Rice offerings, allowing customers to switch between products while reducing reliance on price competition.
Lee says the approach provides flexibility in a highly competitive market.
“Most shops depend on a single product. We operate two,” he says, adding that competing solely on price is unsustainable in the long term.
Lee adopted a “dual-track” strategy from day one at his first Kwun Tong branch. By featuring a dedicated station with hanging siu mei where chefs chop meat on-site, he has successfully carved a niche in a cut-throat market, drawing long queues during every meal rush.
All dishes are prepared on-site, with the business rejecting pre-made food and electric cooking equipment. Lee insists gas-powered appliances are essential to maintaining flavor, particularly for roast meats and stir-fried dishes that rely on wok hei. Each branch is fitted with gas-powered roasters, stoves and steamers.
Lee steadfastly rejects pre-made meals. His chefs use gas stoves for high-heat stir-frying, ensuring every dish is imbued with wok hei and served piping hot to customers.
Expansion has required careful cost management, with shop renovation costs often exceeding HK$1 million. Lee says support from Towngas, including appliance subsidies under its Premium Customer Scheme, helped ease startup pressure and improve cash flow.
Sammy Kong Siu-kuen, General Manager of Commercial & Industrial Marketing & Sales at Towngas, says the scheme was launched to support catering SMEs. In 2025, more than 600 businesses benefited, generating HK$50 million in savings.
Sammy Kong Siu-kuen, General Manager – Commercial & Industrial Marketing & Sales at Towngas, notes that the Premium Customer Scheme was launched to lighten the burden on SMEs through appliance discounts and installation subsidies, working side-by-side with the industry.
Beyond business operations, Lee has emphasized community engagement. After a recent fire in Tai Po, the business prepared and delivered meal boxes to affected residents. Unsold food is typically sold at a discount at the end of the day rather than carried over.
Looking ahead, Lee plans to open a cha chaan teng by year-end to further diversify the business, as budget dining continues to play a stabilizing role in Hong Kong’s pressured catering market.
