Roasters started out as a coffee house but then popular demand by the regular clientele forced the owner Nadeem Raja to introduce main entrées into the foray, as revealed by him to Mahmood Nanji on the program Success Stories.
With time, Roasters has morphed into a full-fledged restaurant with the coffee business confined to a mere sideline option.
If you’re familiar with most of the upscale restaurants in town including Roasters, you will notice Roasters has an uncanny resemblance to one particular joint. In fact most of the items on display are identical. That place is Arizona Grill and the reason is both joints are owned by Nadeem Raja.
Wouldn’t that lead to cannibalization of sales? To an extent, yes. Fortunately, they are not located that close to each other, although all the four joints are in the same locality, two at Zamzama and the other two at Bahadurabad and Sindhi Muslim Society.
The most similar dish and probably the best item on both restaurants’ menus is the Battered Fried Shrimp. Heavenly stuff, these shrimps. The surprise element was the price. At Arizona Grill, this dish costs almost Rs.600 whereas at Roasters it is priced less than Rs.500! Talk about brand premium. There’s literally no difference in the taste, quantity or even in the presentation, apart from the garlic sauce that is served with Arizona version but is absent in the Roasters version.
There are of course, differences as well. Crepe is one of the specialties of Roasters but nowhere to be found in Arizona Grill.
The quantity, well, Arizona Grill fares a wee bit better on this aspect than others.
We tested five of their main entrées, and found their sumptuous factor to be remarkably high compared to their contemporary restaurants. The Onion and Pepper Chicken was the worse of the lot, and even that wasn’t all that bad. The chicken itself wasn’t badly done, there was the strange sprinkling on top that spoiled the whole dish.
The chicken waffle is a bold dish for two reasons. One, waffle is not something that is known amongst the Pakistani consumer, let alone be popular amongst it. Secondly, waffle is mostly used as a morning or evening snack; on top of that it is slightly sweet. Our consumer may have become accustomed to the red-sauce sweet-and-sour chicken and prawn and what not, getting used to waffle may take time or may not happen at all. It’s bound to become popular only if more and more eateries start serving it.
The Roasters’ chicken waffle was alright, nothing extraordinary. We felt that the waffle itself could have been done a whole lot better. It should have been soft but was quite hard.
The solitary beef burger on the menu was not only tasty but humongous. It ought to satiate the appetite of even the ‘healthiest’ of eaters.
The pasta was the second best thing on the menu, with just the right amount of spices and herbs used to accentuate the flavor.
Both the joints, Zamzama as well as Sindhi Muslim Society, were checked out and the ambiance, service and food were found to be remarkably uniform. Service was good enough, although at the Sindhi Muslim outlet when we ordered different forms of potato with different dishes, we got only the French fries with each one. Minor glitch.
The privacy factor could be jacked up a bit, although it’s far better than others of its kind especially at Zamzama.
It’s marketing strategy is a little bit subdued. They have come up with the standard lunch deal which most of the upscale restaurants are following diligently – buy one and get the other at 50% off. However the way this promotion is presented at all restaurants including Roasters – “50 % off Lunch Deal”, it gives the impression that you would only be required to pay 50% on your total bill. A bit deceptive, especially since the actual deal doesn’t offer that much of a difference in the total bill.
Why? Many reasons. For one, the GST is not included in the waiver. Then the deal is valid for only the main entrée. Any appetizer or dessert you order will be charged at full price. And the biggest of all, you need to order even number of main entrees to be eligible for the meager discount. If you order 3 or 5, only one dish would be eligible for the discount.
And herein lies an opportunity for some shrewd restaurateur to tinker with the terms of the deals and make it more attractive than what the rest of the bunch is offering. How?
Include even the starters and desserts within the deal. Then if a customer orders three or five dishes, offer a 25% discount on the odd one out. And if someone is bold enough to order seven dishes, how about the eighth one completely free? These small measures have the potential to tilt the level playing field in the favor of the restaurateur who implements them, that is if, someone is bold enough.
A great opportunity which almost all restaurateurs fail to take advantage of is offer tantalizing deals on the slowest day, which for most is Monday nights. Gun Smoke is one shrewd place which is offering Eat All You Can deal on a Monday night although the deal is a bit too stifling. Then Aqua Lounge is offering a Crab Buffet on Monday night. Although not a bad idea, but who would have a crab-only buffet on Monday of all the nights, and that also for Rs.1000+ tax?
That’s literally creating a barrier for anyone even remotely interested in that deal. So what gives?
Your deal has to be too good to be true, yes it has to be that irresistible, even if it means you don’t make any profit on it. After all your purpose is turn the slowest night into the fastest one, to make sure that the place is thronging with people and people are falling over each other to get their hands on that deal. What this would do is stir a commotion and spread like wildfire. No one to date has been able to conjure up this sort of hysteria on a slow night, weekend yes but not when the going is tough.
Coming back to Roasters, apart from this one deal, there’s no deal, advertising or brand awareness strategy by them. All the branding endeavors are internally driven. They don’t even have a Facebook page which is a major shortcoming considering that almost the upscale joints maintain a regular presence there, interacting with their customers, offering new deals and basically just keeping in the thick of things. It’s even more bizarre since the sibling brand Arizona Grill does have a major presence on facebook with more than 12,000 fans.
Although there’s a group by its name, it’s probably created by a fan and doesn’t have much to offer, not even the menu.
All in all, Roasters has done tremendously well to rise up to the first-tier upscale restaurants from being a mere coffee shop, competing with the category leaders, leaving even the parent brand Arizona Grill behind.