Che Diego! brings Argentine food, art and culture together

By Jiang Yuxia Source:Global Times Published: 2012-12-27 20:54:05

 Diego Kuo, founder and CEO of Che Diego!
Diego Kuo, founder and CEO of Che Diego!
 
Tenderloin Medallion with grilled vegetables and mashed potatoes Photos: Courtesy of Che Diego!
Tenderloin Medallion with grilled vegetables and mashed potatoes Photos: Courtesy of Che Diego!

From a project assistant manager of a steel pipe company to the owner of Beijing's first Argentine-run restaurant, Diego Kuo, the 33-year-old Buenos Aires native, was well-prepared before he tapped into the booming restaurant industry in the capital.

With a sophisticated business plan and sufficient market evaluation, Che Diego! opened its doors in Sanlitun SOHO two weeks ago. Spearheaded by Argentinian chef Maria Olivera and barbecue master Luis Garcia, it has been sought out by both locals and expats who are eager to sample its unique Argentine offerings. Among the most popular, according to Kuo, are asado, or Argentine-style barbecue, the empanada appetizer and a stew known as locro.

"Sanlitun is the hub of Beijing's dining scene and night life, and both locals and expats come here to unwind," said Kuo, whose parents immigrated to Argentina from Taiwan two years before he was born. "I'm also aware of a lot of expats working in the area that are purposely seeking out food featuring meat, and Argentine cuisine falls into that category."

The second Argentine restaurant in Beijing and the only one located within the Fifth Ring Road, the 200-square-meter space is Kuo's first restaurant enterprise.

A world traveler and culinary expert, Kuo went on a pilgrimage around the world to sample different Argentine cuisine and seek advice from restaurant owners, mangers and chefs when the idea of opening a restaurant hit him in late 2010.

To make your restaurant stand out, the key is to provide "exquisite food, a unique dining environment and quality services," said the passionate owner.

"A lot of eateries promote services that make diners feel at home. My aim is to offer them services that make them feel better than at home," said Kuo. "Whenever you come here, you can just relax and enjoy good food and wine."

Although social networking has become more a powerful tool in marketing a business, Kuo believes the more effective way to market a restaurant is through your personal network.

"A restaurant is about attracting people," Kuo said.

"What I have been doing is trying to make friends on different occasions or through different networking events. I'm also hosting cultural events related to Latin American culture to bring in people that could become interested in its cuisine."

In the future, Kuo aspires to build Che Diego! into the meeting center of Argentine culture by hosting art exhibits, movie screenings and tango performances.



Posted in: Metro Beijing

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