Simple, trendy - and value for money

Joep Schoof (left) of Pam Golding Commercial's Restaurant Division seen with Alfred Vieira, franchisee for the new Simply Asia restaurant in Stellenbosch.

Schoof recently facilitated the sale of Tarragon Bistro in Stellenbosch to the well established and rapidly expanding franchise chain, Simply Asia, which in coming months is to launch a further five such outlets nationally; currently it has 14 restaurants, of which 11 are in the Western Cape. Their focus is on value for money and quality, with simple, comfort food effortlessly catered in a trendy, up-market and ‘vibey' atmosphere.

A lot of emphasis is placed on position and visibility, and so, as in this case, where the franchise was unable to find the right location and no open leases were available, the estate agency stepped in, approached the owners of Tarragon Bistro, and concluded the transaction for the franchise to take over the site.

Schoof has an intimate knowledge of and experience in the restaurant business … in Cape Town he was general manager at Manolo, a trendy high profile restaurant, held various managerial positions at the then ArabellaSheraton Grand Hotel (now called the Westin Grand Cape Town Arabella Quays) and was general manager of Caveau at the Mill - launching the new site in Newlands.

"While it's true that value for money is a key issue for restaurant clientele, personal service and attention is another a key ingredient. Successful restaurants are those where the clients feel at home - they receive excellent and personalised service - and yes, the food must be good. But it's that intangible essence or twist in the concept that's created that also makes the difference between a memorable restaurant that one will continue to visit, and a restaurant that is mediocre.

Make guests feel at home

“To be successful a restaurant doesn't necessarily have to be the most up-market, as they can be geared in different price ranges. As long as the consumer feels he or she has received value for money and good service, they are likely to return,” says Schoof.

"In Cape Town the successful restaurateurs are those who provide all the above and who cater primarily to please the local clientele - with the additional patronage of the tourism market an extra cherry on top. Tourism fluctuates so if you don't hook in the locals during winter, for example, you will not fare well during a period when seasonally or traditionally tourism wanes."

He says currently the fresh bakery/coffee shop concept where consumers can see the real product being produced are increasingly popular. "They're looking for fresh produce and organic ingredients in a back to basics search for the best possible flavour."

From an investment perspective, Schoof says an efficient and successful operator can make back the original investment in two-and-a-half years. "There are sound opportunities out there. However, the industry faces a new challenge in terms of the electricity shortages. New developments which are springing up are providing for such contingencies in the planning stages and restaurateurs who do not make provision for energy supply need to plan forward," he adds.