The dining concept that offers a healthy alternative. Photo: Cai Xianmin
By George Wyndham
As someone adept at identifying business opportunities and taking advantage of them, Scott Minoie has few peers - even in an entrepreneur-rich city like Shanghai. Minoie first established the restaurant chain Element Fresh in 2001 with his business partner Sheldon Habiger. The business quickly earned a reputation for excellent customer service, innovative menus, and a commitment to providing healthy alternatives to the city's fast-food outlets.
The company now boasts eight restaurants in Shanghai with two recent additions in Beijing. US-born Scott has over 15 years experience in the food service industry, starting his career with companies such as Whole Foods Market and Jamba Juice. Not content with simply enjoying the fruits of his success, Scott has become an official speaker on business and entrepreneurship issues to delegations of the US Congress visiting China.
What prompted you to start Element Fresh in Shanghai?
I've always had a passion for food so when I was looking for job opportunities in Shanghai I naturally turned towards that passion. There were a number of established restaurants back in 1999, but they were either high-end dining or sports-oriented. I knew there was an opportunity for lighter, healthier food with a more casual atmosphere.
What challenges do you face expanding into cities with much smaller expat populations?
Of course, Element Fresh is very popular with foreigners and many of them are regular customers. But half our customers are Chinese so we feel that expansion into second-tier cities is a definite consideration. We are very excited to have just signed a contract for our first restaurant in Guangzhou.
What advice can you give someone wanting to break into the restaurant industry in China?
Find ways to differentiate yourself from the competition. Too many restaurants fail because they're just like the guys next to them. And, of course, learn to speak some Chinese; it's the best way to start earning the respect of the people you work with.
What difficulties should they be prepared for?
New restaurateurs should be honest about their shortcomings and plan accordingly. Some people are naturally gifted in the kitchen, while others are better at working the dining room floor, or perhaps marketing or networking. It takes all sorts of personalities to run a successful restaurant company so an eclectic group of people is definitely a big key to success.
What are the challenges facing entrepreneurs and small business owners in China?
Things in China move fast, whether it's the competition, changing government regulations or rising costs. If you're standing still, then you're going backwards. To be good at what you do is not enough - you need to be constantly educating yourself and your team so that you can continue to develop.
How has the food and beverage landscape changed in Shanghai since 2001?
What has made the biggest impression on me is the knowledge and appreciation that Chinese people have developed for Western food over the years. In a short period of time they have developed an understanding of the many different types of Western cuisines and have become quite perceptive to differences in quality and taste.
What are the differences or similarities between America's and China's food service industries?
I see way more similarities than differences. If you provide high-quality food and service with good value people will keep coming back - no matter what part of the world it is. Diners want to be greeted by people who are genuinely happy to see them and be served a fresh, well prepared meal. The same can be said for our employees and our suppliers. If you treat everyone with respect, they will respect you in return.
After creating 800 new jobs, and being named one of "China's Top Employers" what employment opportunities are currently available at Element Fresh?
Essentially, we are always hiring. Of all the awards we have won, the Top Employer awards for the last two years means the most to us. When we started out as a small catering company in 2000 there was just a handful of us; so to look back now at all we have accomplished is very humbling.
What qualities do you look for when hiring?
We want people who are passionate about what they do. Even without experience, we hire people who have a postive attitude. We can always teach them how to take an order and carry a plate. But friendliness is something that people just have - and we want those people!
Has Shanghai had enough of the East meets West dining concept?
The phrase "East meets West" is overused, as is the term "fusion". The world is getting smaller and as a result the food we eat is increasingly less defined by geography. The best thing about working with food are the possibilities for creating something new. There will always be a place for great-tasting food - no matter where it comes from or how it is labeled.