The encyclopedia · Strategy & Leadership · Strategic decision · 2019–2020
Tsui Wah lost HK$317M and its 22-year flagship in one year
Hong Kong's cha chaan teng chain posted its first-ever loss as a listed company in 2020 — HK$317M — and retreated from the tourist districts it was built on.
翠華餐廳 · Tsui Wah Holdings · 2020-03
What happened
Tsui Wah grew from a single cha chaan teng into one of Hong Kong's best-known restaurant brands, listed in 2012, with its network built around the city's busiest commercial and tourist districts — Causeway Bay, Central, Mong Kok, Yau Ma Tei — on the strength of mainland visitor flows. Its Central flagship on Wellington Street had run for 22 years.
Then the demand it was built on disappeared: inbound tourism collapsed during 2019's social unrest, and the pandemic emptied the streets that followed. For the year to 31 March 2020 revenue fell 22.7 percent to HK$1.381 billion, and Tsui Wah swung from a HK$4.71 million profit to a HK$317 million loss — its first since listing — with no final dividend. Directors and senior management took 30 percent pay cuts.
The retreat was physical: nine restaurants closed in Hong Kong and four on the mainland, the 22-year Wellington Street flagship suspended operations in March 2020, and the Hong Kong network shrank from 31 to 19 stores in a year. Tsui Wah gave up Causeway Bay, Central and the Mong Kok-Yau Ma Tei corner it had paid premium rents to hold — saving nearly HK$1 million a month on two leases alone.
Why it happened
- The network was priced for visitor flows that vanished: premium rents in tourist districts became the loss engine overnight.
- One demand source, one cost structure: the chain's geography was a single bet on mainland tourism.
- The cuts came after the collapse: closures, pay cuts and rent resets followed the loss instead of preventing it.
The lesson
Tsui Wah built its rents around visitors; when they stopped coming, a 22-year flagship and thirteen restaurants went with them — location strategy is a bet on who keeps walking past.
Aftermath
Tsui Wah regrouped around residential districts in the New Territories, renewing leases at rents 40 percent below the old ones. The HK$317 million year remains its reckoning benchmark.
Sources
- on.cc東網, 30 June 2020 — 翠華控股全年盈轉虧 蝕3.17億元 (截至2020年3月31日止年度收益13.81億港元,按年跌22.7%;公司擁有人應佔虧損3.17億港元,上市以來首次虧損,上年同期溢利470.9萬港元;每股虧損22.49仙,不派末期股息;年內香港關閉9間、內地關閉4間餐廳,期末共經營83間;全體董事局及高級管理層減薪30%;設危機處理委員會;疫情致市民減少外出用餐)
- 香港01, 2020 — 不敵零售餐飲寒冬 翠華一年關12分店 棄守商業旅遊區 (過去一年超過10間分店結業或暫停營運;逐步撤出銅鑼灣、中環、旺角及油麻地等核心消費及旅遊區;中環威靈頓街屹立22年的旗艦店2020年3月暫停營業;港島區僅餘4間、九龍5間、新界10間;棄租旺角砵蘭街及油麻地碧街舖位每月節省租金近100萬元;佐敦白加士街以減租四成續約;2019年8月起退租銅鑼灣景隆街及謝斐道舖位;反修例風波及疫情令旅客量大減)
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