TRANFORMERS first flagship restaurant lands in Hong Kong

The wholly-owned Food & Beverage division of iFREE GROUP, A La Carte (HK) Limited, has signed a lease agreement to establish the world’s first TRANSFORMERS restaurant with exclusive retail merchandising at 38 Russell Street in Causeway Bay, Hong Kong. Directly opposite the landmark Times Square complex, the site is on one of the world’s most exclusive commercial shopping streets.

A La Carte is fully licenced by play and entertainment company Hasbro Inc. to develop their iconic TRANSFORMERS brand into themed, high-tech dynamic restaurants in Asia. The Hong Kong opening is scheduled for Q4 2022, which will be the first of a planned roll out of TRANSFORMERS restaurants with more to come throughout the region.

iFREE GROUP’s A La Carte team has conceptualized an exciting, mass-appeal and immersive restaurant concept that not only brings excitement and fun to customers but also provides unique and exclusive merchandise to the millions of fans of the TRANSFORMERS universe.

The Causeway Bay Flagship Store will stay true to the TRANSFORMERS brand’s core DNA and will provide consistent and compelling touch points to attract dine-in customers. The restaurant will be designed to include displays that will transport customers into the Cybertronian universe, enjoying their meals with their favourite Autobot and Decepticon characters through dynamic visual interfaces.

All restaurants will have a retail area dedicated to TRANSFORMERS merchandising, displaying toys and unique bespoke lifestyle products that will only be available at restaurant outlets. Products will appeal to a broad range of ages, from kids to collectors. An ultra-exclusive range of collectibles will be introduced and offered as special editions with limited production and availability to foster desirability and increase returning customer revenues.

“We are excited that our first flagship store will be situated in such a premium commercial location with a fantastic street frontage on the ground and first floors. The TRANSFORMERS location will become an iconic destination for locals and visitors to the city, ” said Zoe Chow, Senior Vice President, A La Carte. “Russell Street has enormous potential, with high-volume foot traffic and convenient access to public transport, car parking and many entertainment and shopping experiences nearby. Such great visibility is sure to bring pleasure to an expanding universe of satisfied customers.”

“Expanding Hasbro’s TRANSFORMERS brand into this fantastic new environment will provide fans with hands-on, dynamic adventures,” said Matt Proulx, Vice President of Global Location Based Entertainment at Hasbro. “Opening our first flagship TRANSFORMERS restaurant in Hong Kong is the perfect springboard to expand the concept to the rest of the region.”