Claire Ashman, executive director of global brand marketing at Hakkasan Group explains the new Only At menu, which celebrates 15 years since the launch of the first Hakkasan in London
What are the objectives behind the Only At campaign?
We wanted to celebrate Hakkasan’s legacy as this year is the 15th anniversary of the original Hakkasan restaurant in London. We decided to showcase how innovative we are so that guests have a reason to continue to visit us.
Please describe the Only At menu?
The Only At menus highlight each restaurant’s individuality and the skills and expertise of the local chefs, which offers another reason to visit each restaurant and explore different menu items. It highlights original, exclusive dishes at each location using traditional methods and skills but with unique flavours.
How has Hakkasan changed over the past 15 years?
People come and go but nobody is bigger than this brand and everyone understands that. We also have a nightclub in Las Vegas, which was such a pivotal part of the brand story. Hotels are definitely on the horizon and the next 15 years will be totally different again I am sure.
Why are guests still returning to Hakkasan after 15 years?
Because it is fantastically consistent and unlike any other dining experience. There’s something quite addictive about Hakkasan. It’s immersive, a real escapism and we treat everyone like a VIP regardless of who you are or how much you spend. If you come in for a cocktail or a six-course dinner, you will receive exactly the same level of service.
What is the future for Hakkasan Group?
We have spent the last couple of years building the right infrastructure for expansion. We have built solid teams across all disciplines to ensure we can expand at the rate we want to without compromising on quality. We intend to have 89 venues open globally by 2022, so we have a lot of work to do. Next year we have projects in Indonesia, Oslo, Houston and Waikiki and Bahrain – with more announcements coming soon.