We are a Hong Kong restaurant group that mainly serves Western food in a casual dining and full-service environment. With the exception of one franchised “Classified” brand restaurant operating in Indonesia, all of our restaurants are located in Hong Kong. We opened our first Classified restaurant in 2006, and until the last practical date, our “Classified” brand restaurants expanded to a total of 10 regions throughout Hong Kong. In addition to the Classified brand casual Western restaurant chain, we also operate two full-service restaurants, namely The Pawn and The Fat Pig. Located in a traditional Hong Kong colonial building from the late 19th century, The Pawn offers modern British cuisine designed by a renowned English chef. The Fat Pig is located in a landmark shopping center in Causeway Bay, and after being renovated in November 2015, it began offering international cuisines and British cuisine with a focus on pork. According to the Ipsos report, in terms of turnover, in 2015, our estimated market share in the Western-style full-service market was about 0.7%, while our estimated market share in the Western-style casual dining market was about 1.3%. In addition to restaurants, the Group also owns and operates a food manufacturing plant that supplies cheese, bread and other baked goods to our restaurants and other corporate customers. Further information on our restaurants and food manufacturing plants is set out in the “Business - Our Restaurant” and “Business - Our Food Factory” sections of this prospectus respectively. The Group has entered its 10th anniversary since establishing its first Classified restaurant in Hong Kong in 2006. Our restaurant portfolio is diverse and unique in style, strategically spread across prime locations in Hong Kong, and our target customer base is diverse. Our “Classified” brand provides casual dining, which generally targets mass market customers; while our “The Pawn” brand provides a unique dining environment and high-quality food, and its target customers have high demand for food quality and dining environment; while our “The Fat Pig” brand targets diners in categories such as family and friend gatherings, and has reasonable pricing, which is higher than the “Classified” brand but lower than the “ThePawn” brand. In order to establish our brand awareness, we strive to meet the expectations of target customers in terms of food, dining environment and service by continuously providing high-quality food, a pleasant environment, sincere service, and a clean and hygienic business environment. During our track record, we were awarded multiple awards or honors in recognition of our consistent delivery of quality food and service. For further details on our awards and accolades, please refer to the “Business - Awards and Honors” section of this prospectus. In 2015, there were about 764 full-service Western restaurants and 1,430 Western-style casual restaurants in Hong Kong. The full-service Western restaurant market and the Western-style casual restaurant market are both fiercely competitive and highly fragmented. In terms of revenue, in 2015, the top five operators of full-service Western restaurants and Western-style casual restaurants only accounted for about 9.0% and 23.4% of their respective market revenue. According to the Ipsos report, the full-service Western restaurant industry in Hong Kong has matured, while the Western-style casual restaurant industry is still developing. Restaurants with a better reputation, better food, and better service will be more competitive in the markets where they operate. As of December 31, 2015, according to the Ipsos report, the company has two full-service Western restaurants in Hong Kong, accounting for about 0.3% of the total number of full-service Western restaurants in Hong Kong. Meanwhile, as of December 31, 2015, the Company owned 11 “Classified” brand restaurants in Hong Kong (one of which closed in February 2016) and a Western-style casual restaurant chain, accounting for about 0.8% of the total number of Western-style casual restaurants in Hong Kong. Suppliers and raw materials The raw materials and consumables required for the Group's operations can be divided into (i) food and bakery ingredients; (ii) beverages (alcoholic and non-alcoholic); and (iii) others (such as non-perishable goods). During the track record period, our top five suppliers included local suppliers mainly supplying beverages (alcoholic and non-alcoholic), meat, vegetables and condiments. One of our top five suppliers, Daya Liquor and Cuba Tobacco, are all contacts of Mr. Pang (our executive director and controlling shareholder), and will continue to supply drinks and cigars to the Group separately after listing. For further details, please refer to the “Continuing Connected Transactions” section of this prospectus. For the two years ended December 31, 2015, we procured from approximately 171 and 114 suppliers respectively. At the last practical date, we have established business relationships with our five major suppliers for about 5 years during the track record period, and also established business relationships with our largest supplier for about 5 years during the track record period. In the two years ended December 31, 2015, purchases made to our five major suppliers accounted for approximately 38.3% and 33.8% of our total purchases of raw materials and consumables, respectively. In the same year, purchases made to our largest supplier accounted for about 12.0% and 9.3% of our total purchases of materials and consumables, respectively.
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