Thirty-seven years later, Indochine remains a restaurant institution for New Yorkers. Restauranteur Brian McNally opened Indochine in 1984 and became an instant success overnight to fashion designers, models, musicians, artists, and actors. 

The team approached Jenjuice Hospitality to manage and operate the 130 seat restaurant while maintaining its ambiance and ethos. After much inquiry for expanding Indochine to different cities, Jenjuice Hospitality developed the brand book with manuals, recipes, menus and strategized expanding to London and Los Angeles.

Today, Indochine’s classic staples, the martini, fried springs rolls, crispy battered shrimp, grilled baby back ribs, and spicy chicken breast, remain on the menu serving the next generation of  New Yorkers.

“The Restaurant That Has Helped New Yorkers Feel Famous Since 1984” – T The New York Times Style Magazine

New York City

Chef Hui Chi- Le

Business Strategy
Brand Book/ Manual

(c) Indochine