Bring your own bottle!
There are many things that strike you when you walk into one of Malta's newest restaurants, Shisha in Marsascala. But one thing is unusual: A showcase full of glasses and decanters.It is a clue to the outlet's innovative approach to wine. Although it...
There are many things that strike you when you walk into one of Malta's newest restaurants, Shisha in Marsascala. But one thing is unusual: A showcase full of glasses and decanters.
It is a clue to the outlet's innovative approach to wine. Although it has 113 wines on its list, customers are encouraged to bring their own, with a corkage fee of Lm1.99.
"Abroad, restaurants offer 'bring your own' when they do not have an alcohol licence. Here it is still a relatively new concept and one that will take a while to understand. People do not bring their own wines to save money! On the contrary, it is usually because they have a particular wine that they like, sometimes even their own home-made vintage. And when people travel nowadays, they bring back a few bottles to remind them of their visit. If a customer has a special bottle of wine that they want to share with friends, why should they only be able to drink it at home?" restaurant manager Ashraf El Khabuli said.
"No matter how many wines I have on the list, I will never be able to stock everything."
The showcase of glasses ensures that there are the right glasses for the wine.
"If someone spends Lm20 or Lm30 on a bottle of wine, it would ruin their experience if they had to drink it from cheap glasses or even expensive ones that are not the right shape for that particular one! In the future, we are going to offer customers the chance to buy the glasses if they wish to keep them as a souvenir."
Beverages are usually a way for restaurants to boost profits but this does not worry Mr El Khabuli at all.
"We believe in having a good turnover of clients. If the restaurant is full, then it means your resources are being well utilised - and you are serving the freshest food as you do not get surplus quantities that are kept for the next day."
The restaurant has only been open for two months but its innovative approach has already ensured it is full every night - and it has not even advertised yet.
Once clients reserve a table, they are sent a text message confirming the details and the day after their visit, they are sent another thanking them for their custom. They can be put onto a database to be kept informed of events - such as Marsovin's recent "Wine and Dine" which showed that wines can be enjoyed with spicy food.
Another innovation is a bill preview. Each of the various course dishes costs the same so this gives an indication of how much it would cost to have anything from a one-course to a four-course meal.
"When people are ordering lots of dishes to share, as you tend to do with North African and Indian food, the bill can be more than expected. So this card guides them to the final cost," he explained.
The actual bill is itemised and comes presented with a card giving not only the details of the restaurant but also a recipe. Waiters and kitchen staff also have their own visiting cards so clients can ask for their favourites when they return - while the restaurant staff get the chance to build personal relationships with the clients.
Marsascala as a location is an important part of the business case. Mr El Khabuli believes that there was a niche for somewhere offering something different.
"Our calculations are based on this location. You could not expect to open Shisha in Paceville and offer the same prices as the rents are different, the parking is different, the clientele is different..." he explained.
"Other businesses were very concerned by the closure of the Jerma Palace but I believe the solution is to have more restaurants - not fewer. I do not see other restaurants as competitors but rather as complementary outlets that create an atmosphere. The more, the merrier."
However, food, service and prices are still not enough, he believes.
"Food is sold by supermarkets; restaurants have to sell an experience," he said.
This means making sure people feel comfortable enough to linger.
"A meal only takes an hour or so to order and eat. If you go out for a meal, you want to enjoy three or four hours in company. So, for example, we brew the tea and coffee on the table to let people chat without feeling that they have been forgotten."
And there is a list of teas and coffees to choose from, with descriptions of each just as there is for wines.
"Just as we want to cater for wine connoisseurs, we want to cater for coffee connoisseurs," he said.
It is a clue to the outlet's innovative approach to wine. Although it has 113 wines on its list, customers are encouraged to bring their own, with a corkage fee of Lm1.99.
"Abroad, restaurants offer 'bring your own' when they do not have an alcohol licence. Here it is still a relatively new concept and one that will take a while to understand. People do not bring their own wines to save money! On the contrary, it is usually because they have a particular wine that they like, sometimes even their own home-made vintage. And when people travel nowadays, they bring back a few bottles to remind them of their visit. If a customer has a special bottle of wine that they want to share with friends, why should they only be able to drink it at home?" restaurant manager Ashraf El Khabuli said.
"No matter how many wines I have on the list, I will never be able to stock everything."
The showcase of glasses ensures that there are the right glasses for the wine.
"If someone spends Lm20 or Lm30 on a bottle of wine, it would ruin their experience if they had to drink it from cheap glasses or even expensive ones that are not the right shape for that particular one! In the future, we are going to offer customers the chance to buy the glasses if they wish to keep them as a souvenir."
Beverages are usually a way for restaurants to boost profits but this does not worry Mr El Khabuli at all.
"We believe in having a good turnover of clients. If the restaurant is full, then it means your resources are being well utilised - and you are serving the freshest food as you do not get surplus quantities that are kept for the next day."
The restaurant has only been open for two months but its innovative approach has already ensured it is full every night - and it has not even advertised yet.
Once clients reserve a table, they are sent a text message confirming the details and the day after their visit, they are sent another thanking them for their custom. They can be put onto a database to be kept informed of events - such as Marsovin's recent "Wine and Dine" which showed that wines can be enjoyed with spicy food.
Another innovation is a bill preview. Each of the various course dishes costs the same so this gives an indication of how much it would cost to have anything from a one-course to a four-course meal.
"When people are ordering lots of dishes to share, as you tend to do with North African and Indian food, the bill can be more than expected. So this card guides them to the final cost," he explained.
The actual bill is itemised and comes presented with a card giving not only the details of the restaurant but also a recipe. Waiters and kitchen staff also have their own visiting cards so clients can ask for their favourites when they return - while the restaurant staff get the chance to build personal relationships with the clients.
Marsascala as a location is an important part of the business case. Mr El Khabuli believes that there was a niche for somewhere offering something different.
"Our calculations are based on this location. You could not expect to open Shisha in Paceville and offer the same prices as the rents are different, the parking is different, the clientele is different..." he explained.
"Other businesses were very concerned by the closure of the Jerma Palace but I believe the solution is to have more restaurants - not fewer. I do not see other restaurants as competitors but rather as complementary outlets that create an atmosphere. The more, the merrier."
However, food, service and prices are still not enough, he believes.
"Food is sold by supermarkets; restaurants have to sell an experience," he said.
This means making sure people feel comfortable enough to linger.
"A meal only takes an hour or so to order and eat. If you go out for a meal, you want to enjoy three or four hours in company. So, for example, we brew the tea and coffee on the table to let people chat without feeling that they have been forgotten."
And there is a list of teas and coffees to choose from, with descriptions of each just as there is for wines.
"Just as we want to cater for wine connoisseurs, we want to cater for coffee connoisseurs," he said.