一盅兩件，歎杯靚茶，飲茶文化在港紮根已久。明星酒樓集團經營者摒棄傳統的市區擴張策略方針，反而獨具慧眼，選擇於地區商場開店。他們並不嗇工本，將酒家裝修得華麗，但食物價錢仍維持大眾化，甚至不計成本推出特惠菜式，為居民帶來更好的飲食體驗之餘，更為該區引進一股新氣象。

In what proved to be an act of foresight, the Star Seafood Restaurant (Group) decided to forsake Hong Kong’s popular dining areas and instead expand their business by opening a new restaurant at Shek Wai Kok Commercial Centre.


石圍角商場是地區商場，地方不算大，商鋪主要是自家經營的小店，看上去是舊式商場的味道，人流比不上市區商場，但卻吸引了酒樓集團進駐。「我們首家店鋪就在荃灣區，故聚了一群擁躉，慢慢便對此區產生了情意結。可惜早前舊舖要遷業，故一班董事決定在區內找合適的地方重新開業。在考慮各區的租金及客源後，便選擇在石圍角開業，打造新的聚腳地。」明星海鮮酒家董事總經理李廣開娓娓道來有關他們的故事。

酒家佔地1.6萬呎，裝潢豪華。有雲石地磚、水晶燈、酒店式洗手間、一幅又一幅的西式油畫，再配合香檳黃色為主調的佈置，歎一盅兩件時確是舒適。堂煌背後，廚房也經過翻新，師傅每天凌晨3時於店內製作點心，跟一些酒樓集團以中央廚房製作的更為新鮮。「這酒樓總投資額約1,500萬港元，我們只希望新店能夠貫徹品牌形象，並以大件夾抵食作招徠。」李先生說。

華麗裝修，食物新鮮，但價格卻較其他分店的低約一成。「我們一向走大眾化路線，客源主要是以附近屋邨客包括長者及家庭主婦為主，商場附近亦有6間中學，由於他們消費力不高，所以我們希望薄利多銷，讓他們以優惠價錢享受美食。」酒樓更為學生推出學生飯盒、不定時的飲食優惠，以及時令小菜如火鍋及大閘蟹等，鞏固現有客源之餘，並吸納區外客和年輕客源。

落戶短短數月，酒樓客似雲來，營業額已超出他們開業前的預期，人流尤以週末最為旺場，而附近數條鄉村的村民更會率領鄉親友好光顧，成功帶旺石圍角商場。

新酒樓的進駐還改變了該區街坊的飲食文化，李先生指，以前老街坊習慣舊日即到即坐的霸位文化，所以一時未能適應憑籌號取位的方式，但經酒樓員工耐心解釋後，他們都慢慢適應，加上食品選擇多了，地方舒適，客人都吃得開心。

李先生說：「我們的客源跟領匯服務的市民十分相近，希望日後能繼續將業務擴展至其他地區，一同提升各區的飲食體驗。」


With a HK$15 million investment, the restaurant stands out for its architectural grandeur although its menu remains reasonably priced. The restaurant also offers discounted takeaway meals for students along with other special promotions, as well as seasonal dishes such as hotpot and hairy crab. These promotions ensure a local customer base while attracting younger customers and diners from other districts.

Since its opening, the restaurant has been extremely well-received and recorded excellent turnover. It is particularly crowded during the weekends, as residents of nearby villages bring their friends and families to dine at the restaurant. It has also strongly contributed to the increased business in the rest of the shopping centre.

酒家佔地1.6萬呎，酒家內部裝修不惜工本，陳設華麗堂皇，讓區內居民有一個更好的飲食體驗。
The restaurant has a total floor area of 16,000 sq ft. with an interior decor that offers a better dining experience for local residents.

我們一班朋友也愛飲茶聚會，這裡坐得舒服，食物價錢亦算相宜。最好的是方便了一班住在附近的公公婆婆，兒孫回來探望都不用特別坐車到荃灣飲茶。
The environment is very comfortable. It’s also easier for the elderly who live in the neighbourhood to bring family members who visit on the weekends. They can dine here rather than head over to a Chinese restaurant in Tsuen Wan.

食客葉小姐
Ms Yip

我一直是這酒家的擁躉，知道有新店開，故特別由屯門過來光顧。而我朋友則居於這區，感覺以前這裡的茶樓較舊，現時新店光猛整潔又寬敞，一星期也會來2-3次。
The previous Chinese restaurant was rather old. This new restaurant is brighter and more spacious. I dine here 2 to 3 times a week.

食客翁小姐
Ms Yung

酒家選擇於一個小小的石圍角商場設店，希望能吸引一眾屋邨住戶。
The restaurant chose its new location with the goal of becoming a popular restaurant among residents of the nearby public housing estates.

設備齊全整潔的廚房，每天凌晨3時出產新鮮點心，保持新鮮衞生。
Dim sum is prepared at 3am at the restaurant’s fully-equipped kitchen in order to ensure maximum freshness.

市場急速變化，顧客對商舖提供的貨品選擇、服務質素及購物環境等要求愈來愈高，傳統街市檔戶不能再原地踏步、固步自封。在面對超級市場等競爭對手的挑戰下，街市檔戶要留住顧客兼廣招客源，務必要裝備自己，運用新的營商知識，加強競爭力。

9月至11月期間，領匯商戶學堂為愛民、慈雲山及長發街市商戶安排了多場營商講座，邀得不同界別的專業人士分享營商致勝秘訣，讓商戶了解最新的市場需求及動向。當中邀請著名旅遊食家紀曉華，與商戶分享世界各地市集的發展趨勢及飲食潮流，讓商戶了解如何在傳統市場的框架中，思考新的經營方向。

另一位講者DS2設計總監及創辦人文樹基，分享了如何透過改善店舖陳列及靈活運用空間，以提升店舖的注目度。另外，香港五常法協會總經理陳立文則介紹了如何利用五常法去提升營運效能。講座內容豐富而且實用，每場均吸引大批街市商戶參加，並踴躍發表意見，互相交流心得，氣氛熱烈。


From September to November, The Link Tenant Academy held a series of talks on business success for the tenants of Oi Man Market, Tsz Wan Shan Market and Cheung Fat Market. The speakers included renowned gourmet Walter Kei, who shared the latest trends in food and beverage and the development of markets around the world. DS2 founder and design director Man Su-kee talked about how to draw attention to one’s store through the improvement of retail display and a flexible use of space. Additionally, General Manager of Hong Kong 5S Association Chan Lap-man discussed the use of 5S to enhance operational efficiency.

著名旅遊食家紀曉華先生向一眾街市商戶分享世界飲食潮流資訊。
Renowned gourmet Walter Kei shares the latest global trends in food and beverage with the market tenants.

一系列之課程具實用性，大受街市商戶歡迎。
The practical courses are highly popular among fresh market tenants.

經營凍肉檔的張小姐
Ms Cheung, Frozen Meat Shop Owner

「其實我們並不知道什麼是五常法及對商舖運作的影響，但參加這次講座後，覺得所提及的理論既容易實踐，亦相信會很快見到效用，對我們的生意更有利。」
I did not know how the use of 5S can impact my business operation before joining the seminar. Now that I find the theories are easy to understand and effective in strengthening my business.

領匯商戶學堂課程預告


演講題目:
明白顧客心
開市擺位有妙法

講者：
羅天浩先生
中國風水學院中國易學堪輿學院
建築風水規劃師

日期： 21/1/2013