Syed Asim Hussain, the visionary behind Black Sheep Restaurants, shares his unique approach to building a hospitality empire. With over 50 brands and expansion into Singapore and Dubai, Hussain emphasizes the power of authentic storytelling and genuine community building as the cornerstones of his success. He believes that true hospitality goes beyond just serving food and drinks; it's about creating an experience where every detail shows care and passion.

Key Takeaways

• Storytelling is Felt, Not Just Experienced: Every touchpoint in a restaurant should convey a sense of care and intention, making the story tangible for guests.
• Hospitality Over Food & Beverage: Black Sheep sees itself as being in the business of looking after people, using food and wine as the medium.
• Authenticity Over Trends: Concept development is an internal, introverted process, focusing on what inspires the team rather than chasing fleeting consumer trends.
• Community is Paramount: This extends from loyal guests to the 1500 employees in Hong Kong, who are responsible for looking after the customers.
• Long-Term Vision: The focus is on building a sustainable business for the next hundred years, not just short-term results.

The Heart of Black Sheep: Storytelling and Community

Hussain explains that while "storytelling" and "community building" might be buzzwords today, they have been fundamental to Black Sheep's identity for over a decade. He views each restaurant as a living entity, an extension of the people behind it, their beliefs, and their inspirations. The goal is for guests to walk in and feel that someone genuinely cared about the space, even if they don't know the specific inspiration behind a dish or a concept.

He's quick to differentiate Black Sheep from a typical "F&B company." Instead, he defines it as a hospitality company focused on taking care of people. This philosophy directly ties into community building. The process of creating a story for a restaurant is an internal one, done without looking at trends. Hussain asks, "What's important to me today? What do I want to share with this incredible community of loyal guests?" This approach ensures that the concepts are authentic and deeply felt by the team before being presented to the public.

Building a Consistent Experience

When it comes to attaching these stories to real estate, the process becomes less insular. The team considers the neighborhood, its needs, and the local dining habits. Hussain stresses that trends come and go, but staying committed to telling stories through food and nurturing the community is what matters. This commitment extends to the employees, the frontline staff who are crucial to delivering a consistent and welcoming experience. Hussain emphasizes that delivering an outstanding experience once is good, but building a string of positive experiences that keep guests returning is the real challenge.

Black Sheep invests heavily in training, learning, and development, fostering a culture of self-improvement. "Getting better every day at our craft individually and getting better as a team" is a core principle. As the leader, Hussain's primary responsibility is to look after his team of 1500 people in Hong Kong, who in turn look after the guests. He is clear about the non-negotiables: "looking after our people is a hill that we're going to die on."

Navigating Economic Shifts and Consumer Trends

Hussain, an eternal optimist, acknowledges the challenges of the past year but sees signs of improvement. The Black Sheep ecosystem, encompassing around 10,000 people including suppliers, is expanding into Singapore and Dubai. He views hopelessness as a "sin" and believes in the resilience of Hong Kong. The last quarter of the current year has been excellent, with November marking the best month in the group's 14-year history. He feels a responsibility to "co-author Hong Kong's comeback story" and is investing in recruitment, retention, and renovations to reclaim Hong Kong's position on the global stage.

Regarding consumer trends, Hussain reiterates his company's approach: concept development happens in a vacuum, free from market data or trend-chasing. He cites the success of a Parisian bistro, a concept that wasn't driven by market research but by internal vision, as proof of this strategy's effectiveness. The key is whether the concept aligns with Black Sheep's values and feels congruent. He deliberately avoids jumping into "cheap and cheerful" trends, focusing instead on creating aspirational brands with distinct identities. The branding process is likened to building a person, with every detail contributing to a clear, concise narrative that guests can experience.

Evolving Demographics and Global Expansion

Hussain notes significant shifts in Hong Kong's demographics over the past few years, with an increase in visitors and new residents from mainland China, as well as a new cohort of expats. This has required Black Sheep to "sing for their supper again," proving their worth to new communities. This challenge is mirrored in their expansion into Singapore and Dubai, where they've had to re-earn trust by focusing on sincere storytelling and community connection. He emphasizes that in new markets, it's back to basics: good quality food, fair pricing, excellent service, and a good location.

Personal Roots and a Long-Term Game

Hussain attributes his drive and unique approach to his upbringing in a restaurant family. Entrepreneurship, a love for community, and storytelling through food and wine are in his "blood and bones." He acknowledges he might not always be the smartest person in the room, but he's committed to outworking everyone. This spirit is now embedded in Black Sheep. The company is playing the long game, aiming to be around for the next hundred years, much like the South China Morning Post. They don't let short-term results, good or bad, deter them from their long-term vision.

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