Cafe de Coral Looks for Growth in Southern China

World's Largest Chinese Fast Food Chain Breaks TV Spot by WE Marketing Group

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Cafe de Coral's new spot is aimed at office workers
Cafe de Coral's new spot is aimed at office workers


HONG KONG (AdAgeChina.com) -- Cafe de Coral Holdings, Hong Kong's largest Chinese fast-food chain, has launched its first TV campaign in southern China.

The spot, created by WE Marketing Group, will run mainly in Guangdong province, where the chain has branches in Shenzhen, Zhuhai, Guangzhou, Foshan and Jiangmen.

Although based in Hong Kong, where Café de Coral has more than 100 self-service fast food restaurants, the company is focused on expansion in mainland China, where it operates 59 restaurants. In China, Cafe de Coral has a more upscale image and appeals to middle and upper class consumers seeking Chinese cuisine in an a comparatively up-market western restaurant experience.

The chain's menu is based on beef and chicken dinners, alongside traditional Chinese items like dumplings, congee and imitation shark's fin soup. The new TV ad promotes one of Café De Coral's best-known items, baked pork chop rice. It humorously depicts office workers playing computer games before going to dinner at Cafe de Coral, while highlighting the quality ingredients and taste.

It's aimed at China's growing urban white collar consumers, said Viveca Chan, WE's chairman and CEO. "They are increasingly demanding in their choice of food quality and shop atmosphere."
The campaign launched in mid-July and will also run in outdoor media.

Besides Cafe de Coral, the company owns two other fast food chains in Hong Kong, Oliver's Super Sandwiches and Spaghetti House. In North America, it runs the Manchu Wok chain. The company, whose Chinese name means "everyone's happy," has about 580 outlets worldwide.

The company has seen sales grow as diners hit by the global recession opt for more economical dining choices. Earlier this month, Cafe de Coral Holdings reported a 5.15% rise in full-year net profits for the fiscal year ended March 31, 2009. The group's revenue jumped 9.11% during the last fiscal year.


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