Matt Reid’s vision is clear – it is global and it is now. And by now I mean ever-present on building today for tomorrow. That purpose-driven ethos can be witnessed throughout his work at Steelhead Group, the Hong Kong-based company he co-founded with interests in hospitality, environmentalism, wellness, and content production.
In 2012, Matt co-founded Maximal Concepts, the award-winning restaurant group behind some of Hong Kong’s most beloved restaurants, including Brickhouse, Limewood, Stockton and Double D. Mott 32, the flagship of the group, has continued to expand its footprint outside of Hong Kong with locations in Singapore, Vancouver, as well as at The Venetian in Las Vegas.
When Matt isn’t cooking up new concepts, he can be found at Far North, his media production company where he was part of the team behind the critically-acclaimed documentary ‘A Plastic Ocean’, or providing the latest solutions at Plastic Conscious, a company focused on helping businesses switch from single-use plastics.
I checked in with Matt to see how he is managing, to revisit his talk at the Reshape Summit and the role of a restaurateur on influencing food culture.
BoFB: The state of hospitality is uncertain and challenging right now — how are you managing through it and what have you learned?
Actually we have progressed from uncertain to excited. We have learnt to be more agile, more lean and more focused. We believe that the bounce, when it comes, will be similar to the roaring 20’s and we are aggressively expanding to be ready to ride that wave. We have dived into technology and on a massive learning curve on how the industry will change, in which we hope to help shape the future.
BoFB: Social distancing guidelines were recently renewed in Hong Kong as restaurants continue to operate within the ‘vaccine bubble’ guidelines. What can you tell us about the LeaveHomeSafe App and are you having any issues with diners adopting it?
There are always some that don’t want to use the app and we handle that the same as other establishments with written details. The main issue has been working through the rules with vaccinations, table size and closing times but we appreciate that we can trade vs. other cities and just work with the rules as best we can.
BoFB: You recently spoke at the Reshape Summit on issues of race and sustainability in hospitality in relation to COVID-19 and ultimately, the food system. Can you summarize on how your philosophy emerged and the conclusion you came to?
I want to re-clarify on the outset I feel that I don’t really have a right to discuss race issues; however, I felt at the time of Reshape that there was a lot of anti-Asian sentiment, particularly in the US, due to COVID and the then-President Trump inciting racial tensions. As a comparative view point China had to destroy a significant portion of its annual pork production the previous year due to Swine Flu, which actually originated in the US. What is the common theme here? Both issues start with the industrialization of food and the general breakdown of our food system. My argument was don’t look at race, look at your food source and let's all have a long hard think about how to change our flawed food system back to a regenerative healthy ecosystem.
BoFB: What do you think is the role of the restaurateur in influencing everyday food culture?
I think we can help guide a conversation and collectively those at the top of their game can influence the system when aligned. As an example, Zero Foodprint can bring the industry together and help drive capital to carbon mitigation solutions on a regional or city-wide basis, something we are happily supporting.
BoFB: What advice do you have to offer to other emerging food businesses as we enter this period of reopening?
If they are emerging after this hard period I’m not sure they need much advice from me. It must be an idea that truly excites you. Do it respectfully of the natural capital cost. Make sure technology is part of the plan.
BoFB: Lastly, What are your biggest priorities and opportunities for 2021?
My biggest priority is the safe birth of my baby daughter. After that we are launching a really exciting new technology-led food business and that is exciting and challenging me in equal proportions. We have numerous Mott 32’s coming online around the world and I’m pumped to see the next wave come to life.
You can learn more about Matt’s restaurants here and his other work here.
You can explore the work of Zero Foodprint here.