Business summary

MS Concept is a restaurant group that operates simple Western and Japanese restaurants in Hong Kong. The goal is to provide a “luxury you can own” dining experience with different brands and affordable prices, including high quality food, a comfortable environment and attentive service. Since its first restaurant opened in November 2000, it has gradually expanded into Hong Kong through a multi-brand business model. The group currently owns and operates 13 restaurants in Hong Kong, including 6 restaurants that use “Mr. Steak” as a signature for famous beef steak, etc. Three restaurants with a variety of Western cuisines called “Sky The “Bar” is a restaurant that focuses on Western dishes such as signature seafood dishes and various types of wine and cocktails, and a specialty Japanese restaurant that serves “hot pot dishes” under the name “Hana.”

Competitive advantage

The locations of its restaurants have been carefully arranged and distributed in prime locations in all districts of Hong Kong

Covering a broad range of customer layers through multi-brand business models

The Group maintained stable and good relationships with suppliers

Risk Factors

The restaurant industry where the group is located is fiercely competitive

Sun Yun, the largest supplier and affiliate, accounts for the vast majority of the group's purchases

The Group is vulnerable to food poisoning incidents, customer complaints and any other negative news relating to its restaurants or overall food safety, which may affect brand value

Use of proceeds

Approximately 63.5% was used to expand the network of its restaurants in strategic locations in Hong Kong

Approximately 14.6% was used to establish a central kitchen to maintain food ingredients

Approximately 13.5% was used to improve and upgrade restaurant facilities

Approximately 5.7% is used to strengthen relationships with customers and brand awareness

Approximately 2.7% is used for general working capital