Crystal Jade - 25 Years Later

Photos courtesy of Crystal Jade
25 May 2017

Impressive food aside, here's what's in the pipeline for Crystal Jade after almost three decades: Acquisitions, expansions, and celebrations

These days, not a lot of restaurants can boast about being in the industry for 25 years. Crystal Jade is one of those few names that can boldly claim this, thanks to factors like the consistent quality of food, timely expansions, and the right partnership. To find out more about the group's recipe for success, we spoke with one of Crystal Jade's marketing representatives who shared important insights that have helped shaped the brand's past, present, and future.

Can you paint us a picture of how the acquisition of Crystal Jade by LVMH private equity arm L Catterton Asia (previously L Capital Asia) & SCPE (private equity arm of Standard Chartered Bank) has affected the company’s business direction almost three years on?

The merger has put Crystal Jade Culinary Concepts in a better position for further growth. With a broader network, we have established more partnerships with like-minded businesses with a wide reach, such as Golden Gate Group (GGG), HMSHost and Singapore Myanmar Investco (SMI) to extend our footprint into new territories.  

Some noteworthy openings in the past year include Cambodia, Myanmar, Beijing Airport, Shanghai Disney Resort – Disneytown, Vietnam and Busan. Meanwhile, our strategic partnerships in 2017 will also see us opening in Sands (Sands Cotai Central in Macao and Palazzo in Las Vegas) and new openings in other cities of China, such as Wuhan and Kunming.

We share and leverage on the expertise, knowledge and resources from L Catterton Asia’s retail arm; LVMH and Standard Chartered bank; such as its strong branding and solid relationship with landlords and business partners, as well as guardianship and sharing of contacts, besides its financial strength.

In addition expanding the brand’s presence further overseas, as well as strengthening the beverage portfolio, what other notable changes have been implemented since then?

An Executive Committee has been formed to ensure timely updates, tightening and strengthening of our library of resources.

Some changes we have made include revitalizing and refreshing of menu items; retaining the essence of traditional Chinese cuisine while incorporating some inventive approaches in light of food trends and drawing influence from modern gastronomy. We also draw on the strength of our unified departments and share knowledge across cities and outlets

"Our brand identity and DNA remain the same; to nourish generations through food and to continue to inspire our customers to rediscover Chinese traditions and culture through our food."

Given that Crystal Jade is a household name across Asia Pacific, what steps were taken to protect brand integrity and identity in the face of ownership change? What were some of the important guidelines set by Crystal Jade that had to be maintained and observed?

Our brand identity and DNA remain the same; to nourish generations through food and to continue to inspire our customers to rediscover Chinese traditions and culture through our food.

We have improved and reviewed policies without changing our mission statement and values. More importantly, we have ensured that our level food quality and service are maintained and of consistent high standards.

Crystal Jade recently celebrated a milestone — its 25th anniversary. What were the most important lessons learned that brought the brand to where it is today?

We have learnt that our staff is our biggest asset. Feedback from both internal and external stakeholders of the business are invaluable and we ensure that steps are taken to improve ourselves. We also believe that our products can be timeless if core values of consistency is maintained.