James Robertson – Hysan 95

James Robertson

Founder of El Grande Concepts

#Culture #Food #Nostalgia

Chances are you’ve eaten at one of El Grande Concepts’ many bars and restaurants. They include Hong Kong favourites Grappa’s and Inn Side Out. Founder James Robertson or “JR” has just launched the group’s latest venture: Belgos at Lee Garden Three.

Though JR has operated restaurants now for over 20 years, his career actually began in a different industry altogether. He came to Hong Kong with Bank of America and spent the next 26 years in finance. But it was while he was still working at AIG that he founded El Grande Concepts. They opened Grappa’s in 1990, one of the first Western casual restaurants in Hong Kong. His only experience in F&B prior to that had been waiting tables at an Italian restaurant in the Bay Area while he was in college. But after six years of Grappa’s, he “went cold turkey” and launched himself full-time into the restaurant business.

Belgos’ location at Lee Garden Three isn’t unfamiliar to El Grande Concepts; the site was previously Sunning Plaza and was home to their bar, Inn Side Out, a Hong Kong institution. “In the beginning, this space was a small car showroom. There was a pub next door which was quite popular and they were asked if they wanted to take over the showroom. They decided against it, so we were asked. We took it and somehow we ended up doing more business than the pub next door and we ended up taking over their space!” The space now had the courtyard from the pub as well as the enlarged interior – hence the name Inn Side Out, because it had both an outdoor area and an indoor area.

“We didn’t really have a secret, just some great beers, good hamburgers and nachos, and the next thing you know, people were coming from all over.”

At the time, JR had no clue that Inn Side Out would become so well-loved. “We didn’t really have a secret, just some great beers, good hamburgers and nachos, and the next thing you know, people were coming from all over,” he recalls happily. “Some people who met at Inn Side Out got engaged and even held their wedding receptions here!”

When JR and El Grande Concepts were approached to take over the same space as Inn Side Out, but in Lee Garden Three, he was excited. “I couldn’t wait to get to the site. Inn Side Out was unique. But I think we’ve got another unique offering for people. It’s a new generation, a younger generation now, but I think Belgos will be really different for people, and it’s really conveniently located here. There’s nothing really here that’s like it.”

Images on right:
Inn Side Out at Sunning Plaza

“People live all over Hong Kong and there are only a few areas where it just makes sense for people to meet up. Causeway Bay is one of them.”

The location of course brought back memories, but also optimism for what could be achieved. “A lot of people are relocating from Central, and a lot of them are coming here to Causeway Bay. I think where we are will really give people around here somewhere to go and relax and enjoy themselves,” he says. “People live all over Hong Kong and there are only a few areas where it just makes sense for people to meet up. Causeway Bay is one of them.”

The venue itself is an ode to Belgium, a country JR has visited many times. The focus is on Belgian beer, and the country is represented whimsically throughout the space. A vast mural behind the bar pays homage to Magritte and fun touches such as the artist’s signature umbrellas dangle from the ceiling. Instead of Inn Side Out’s peanut shells, which used to be famously scattered all over the floor, the menu is a delicious and modern twist on classic Belgian cuisine. But it’s not all just moules frites and waterzooi. JR knows the secret is to offer people what they want – so hamburgers, steaks and chops are all also on the menu.

With 20 years of experience behind some of Hong Kong’s best-loved restaurants, JR knows the secret to a successful venue. He goes back to his first profession, finance, to explain: “Fundamentally, finance is kind of the same industry — if you have bad service or pricing, you’ll lose your financial service customers. In F&B, you need a good product and good service as your key ingredients for success.”