Hong Kong 30 Under 30 2016

Co-owner and marketing director, Bread and Beast

Chris Cheung is a co-owner and marketing director at popular Wan Chai hangout Bread & Beast. The Australian-born, US-educated Hongkonger comes from a branding and marketing background, and was working on the digital and e-commerce strategy for his sister’s home accessories brand when the idea behind Bread & Beast was born.

“It began with a few sandwich lovers having a few beers too many, and wanting to change Hong Kong’s perception of sandwiches as mere fast food,” he remembers.

The restaurant was originally run as a pop-up around two years ago, gaining traction among Hong Kong’s foodie circles. “In 2015 we extended our offerings, featuring our signature sliders and also street-style canapés.” In September that year, Bread & Beast opened its first permanent shopfront.

It hasn’t been all smooth sailing, however — Cheung says he finds people management to be the most challenging aspect of it. “Being a slow learner and not having any experience in F&B, every part of the journey has been a steep learning curve.”

For diners, though, Bread & Beast continues to roll out exciting offerings. “We are now incorporating a few of our favorite locally brewed craft beers into our menu, to create a more complete and dynamic pairing experience.”

His first ever job? At Unilever in the US, doing Dove’s branding and marketing.