Chain reaction
One international company that’s sailing along on the wave is Chowking, whose menu consists of about 60/40% Chinese/Asian dishes.

Over last year the Filipino company has reported sales growth at the rate of 12%, and managers are looking forward to opening another two outlets in the Middle East in Q1 2012 – one in Mushrif Mall in Abu Dhabi, and one in Oman. These two will join the 17 other outlets in the UAE.

“Our target for 2012 is the expansion of stores outside of the UAE, across the Middle East region,” reveals general manager Bunny Malik.

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“We wanted to consolidate our position in the UAE first, but we feel now is the right time to open our type of operation in Oman. We have found the market for Chinese and Far East cuisine has been increasing, especially in Muscat, which is enjoyed by locals and western expats as well as south East Asians.

Our primary surveys have supported this fact. Moreover, we have found that spending for eating out is on a continuous increase.”

Malik thinks one of the reasons Chowking is so successful is because of the price point.  “One of the trends we have noticed emerge in the last couple of years is that customers are becoming more price sensitive. Chowking makes sure that the posting and pricing is not high.”

So it seems there is plenty of scope for new business opportunity in the Middle East. The increasing demand for better quality food and more choice is stimulating chefs to create new and more innovative menus.

With brands like Hakkasan paving the way with design, it seems Chinese cuisine is poised on a springboard, ready to be propelled to new heights in 2012.