TRB Hospitality Group: Understanding Chinese consumers and developing new concepts in a fast-moving environment

TRB Hospitality Group was founded and owned by Mr. Ignace Lecleir. In 2011, the group opened TRB Hutong, that was soon followed by the opening of the second branch, TRB Forbidden City. Both branches serve innovating a contemporary European cuisine, within the right mix of the old and new Beijing.

The following case study gives an overview of the main difficulties faced by TRB Hospitality Group when first opening in China, with a focus on the group’s experience in the understanding of Chinese consumers and the development of new concepts in a fast-moving environment such as China.