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Secrets from the man behind Hong Kong’s most popular restaurants

Geoffrey Wu is the publicist behind many of Hong Kong's toughest tables.

(CNN) — Hong Kong is widely considered one of the most challenging cities in the world to operate a restaurant — a roiling cauldron of changing tastes, cleaver-sharp competition and unsavory economics.

Right at the heart of its culinary world, with connections to at least half of its hottest tables, is publicist Geoffrey Wu.

Wu and his 10-year-old consultancy firm The Forks and Spoons work with some of the most decorated restaurants and bars in town, such as the two-Michelin starred TATE Dining Room and Ando, one of the most sought-after reservations in town.

An atypical publicist

Geoffrey Wu is the publicist behind many of Hong Kong’s toughest tables.

Maggie Hiufu Wong/CNN

“I wouldn’t say we’re better at our job than other people. I’d say we’re different,” he tells CNN Travel in The Baker and The Bottleman, a new casual bakery and natural wine bar by celebrity British chef Simon Rogan, where he’s agreed to spill some of the secrets of Hong Kong’s dining scene.

After being expelled from the University of Science and Technology in Hong Kong for “skipping too many classes to play cards at McDonald’s,” Wu joined Amber, the famed French restaurant under the helm of Richard Ekkebus, as operations staff in 2005.

Over the next few years he took on various marketing roles for different companies — but always found himself back in the food and beverage industry. In 2012, he opened his F&B consultancy firm.

Wu isn’t your typical food and beverage publicist. He isn’t congenial. He’s known for occasionally yelling at clients for making a mistake, or members of the media he feels haven’t done their research.

“I am not afraid to speak up — people know that for sure. Sometimes you need a consultant who is straightforward about things that must be fixed. We aren’t here to massage your ego. We are here for the results. We are here to win,” says Wu, sounding more like a football coach than a PR professional.

“If I wanted to please everyone, I’d go sell ice cream. Luckily, most of my clients understand.”

Among these clients is Yenn Wong, founder and chief executive officer of JIA, a restaurant group behind popular award-winning Hong Kong eateries like Mono and Duddell’s.

“The Forks and Spoons understand and personalize the needs of each concept and is always staying very current with the relevant strategies to ensure we as clients get the most publicity to our target audience, which ultimately delivers positive revenue growth,” Wong tells CNN Travel.

‘The most cutthroat F&B…

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