Qasr-Al-Nakheel is a very shrewd restaurant simply for advertising regularly in Jang. And the ad it has positioned in Jang gives an impression of a large restaurant. In reality it’s just one of the small café-esque joints on the Boating Basin food strip, the one with no point of differentiation between them, let alone innovation. Except the advertising aspect which Qasr-Al-Nakheel is utilizing to the maximum, which is evident from the number of people frequenting the place as opposed to its neighbors.

This just goes on to show the power of advertising, pure and simple, even though it’s ad is not that good. All it has done is place an average ad in the right place, that’s it.

So Qasr-Al-Nakheel has succeeded in communicating its offering to its target market. However, the quality of its offering is a different matter altogether, as we found out ourselves.

It has a diverse menu and we tried a number of things across different cuisines. We tested the Aghani platter, Aghani pulao and Prawn Tikka, and paratha to go along with it.

These days the platter/thali phenomenon is catching on fast and Qasr-Al-Nakheel has a number of such dishes. However, it would do well to not only increase the quantity of items in the platter but also the quality, in other words the sumptuousness factor.

In the Afghani platter we tried, it offered afghani boti and afghani kabab, salad, a couple of chatnis and some rice. For one, we were hard pressed to find the difference between the boti and the kabab. Not only did they both look the same, they tasted the same as well. The rice were below par. The salad and chutni/raita were good. Overall it didn’t make for a very appetizing delicacy, especially since it cost Rs.280.

The Aghani pulao fared better. You could literally feel the difference between the rice served in this pulao and the one in the platter. The Prawn tikka was alright, but it’s quantity was not. At more than Rs.200 you would expect the tikka to be fulfilling enough. It was also a bit on the spicier side, but that’s not a shortcoming since most consumers prefer the hot stuff.

The problem with Qasr-e-Nakheel is the problem which most restaurants in this part of the world have, that is, confused positioning.  They want to offer everything to everyone but end up offering average offering. The same problem persists with Qasr-Al-Nakheel. The name implies that it’s a Arabic café and although it does offer items like the Shawarma and Hummus to augment that brand essence, there are just not enough items to justify the Arabic orientation. What has Afghani cuisine got to do with Arabic cuisine? What has Shashlik go to do with Arabic cuisine? Absolutely nothing.

And therein lies Qasr-Al-Nakheel’s problem. In trying to be everything, it is unable to offer scrumptious dishes because there are just too many items on offer to allow the chef to focus on that critical factor. It may continue to do good business for some time on the strength of its ad in Jang and its location on the Boating Basin. But if it really wants to stand out from the crowd and build a brand that lasts like Jan’s Broast or Student Biryani, it will have to cut down on the number of cuisines and focus solely on Arabic dishes.  Experiment but all within the confines of that one cuisine that is your brand essence.