Call them pop-ups or call them food festivals, the truth is they've been around for ever. Lately, though, there's been a change in the way they're presented. Some hotel chains use pop-ups as test markets or to give their guests a taste of what is not easily available. Even food made the way mothers cook. Rare ethnic cuisine has found a new platform.
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| Rohan Sable reaching out for more |
I’ve watched Novotel over the past few years that it has been in Chennai. And, lately, I've seen it come out of it's comfortable one-size-fits-all cocoon and how! Novotel is going full steam ahead by offering guests micro-cuisine: very 'un-typical' styles of food...
I decided to talk to the person responsible for this change. The dynamic Rohan Sable, Area General Manager Delegate, Accor Hotels, Chennai. Accor’s brands include Novotel, Ibis and Mercure.
With a BA in Hotel Management, Sable has worked as a hotelier for over 21 years across 3 countries. “I’ve been a 'part time' food explorer who hopes to make this full time some-day," he says.
Keeping up-to-date with the ever changing never sleeping hospitality industry means doing relevant short courses.
Out of his own interest, he’s developed concepts for hotels and restaurants, worked on turning around the fortunes of hotels by keeping an eye on the future rather than dwelling on the past. And the future looks good for this gentleman who has major plans for 2020.
I asked Rohan Sable five quick questions. His responses: enlightening!
AA: How did the idea of having pop-ups (food festivals that showcase unusual cuisine) come up?
RS: It is important to re-invent and stay relevant. Today's people are aware and seek out curated gourmet experiences. Plus our attention spans are reducing with all those 'micro-second' events continually happening around us. Keeping it upbeat and ever-changing is the only way to ride the tide. And we found the perfect way for interests to get piqued and stay alive. Curious.
I've secretly dream of trying food from every home across India. As a child, the school tiffin opening ritual was one of my most anticipated times of the day, only difference was I wanted to open other kids boxes more than mine. As a hotelier today, I have the ability to showcase those amazing cuisines and special recipes from homes thereby giving home chefs a platform.
That's what we have done. Bengali, Oriya, purani Delhi, Ayurvedic food (that's good for your prakrauti), American steak house style cuisine, Moplah cuisine, fusion Tamil, Mexican food... We've done it all.
Right now, we are working on altering flax seed to make a totally vegan (Yes! Without eggs) French toast, pancakes, waffles using only almond flour / almond milk / coconut sugar / virgin coconut oil and other secret ingredients.
AA: What has the response been to them? How do you promote these ideas?
RS: The response has been absolutely brilliant. We now get a completely new set of guests who are generally curious to try new things. Some of them just miss home food, others are keen for unique tastes. Still others have experimental taste buds and have been thronging our hotels.
For promotion we go both grass roots back to basics... emailers, phone calls, newspaper ads, radio and post on Instagram, Facebook, Tik tok, IGTV, WhatsApp, GIF. We also connect with cultural associations and food based WhatsApp groups, invite bloggers and influencers, personally connect with food aficionados, work with respected food writers, reach out to socially active people, work with localxo / bookmyshow etc.
It has worked and we constantly keep re-calibrating our strategy to stay ahead of the game. OMR is a very unique market and the early bird truly catches the prize. Innovation, therefore, has become a way of life.
AA: Have you though of integrating any of the dishes into your main menu? If yes, what are the challenges you face?
RS: We found interesting ways to get the best - most popular dishes - on our menu.
For example, we conducted a city-wide search - among our 7 hotels - for the best cocktail. The top three craft cocktails has made its to our NICO menu.
New menus at our hotels feature some of the best dishes from each of these unique for promotions that we have . In fact in our menu will be surprised to find some regional Indian cuisine apart from what you normally expect at the all day dining restaurant. We also have vegan and keto friendly food in the menu. Some of the dishes of the houses of my heads of department also make their debut on our new menu.
AA: Is this just a passing fad?
RS: Certainly not. It opportunity for us break the norms each time. We transform our culinary expertise to newer level. Curiosity never dies - it only increases over time. Food curiosity with our need to learn new cultures will keep the interest alive.
AA: Do you see any of these regional foods appealing to the international taste buds?
RS: Yes. Curiosity is an inherently human trait. So today 'travel for food' is a emerging market.
North eastern state cuisine like Assamese / Sikkimese is making entry into the USA/ UK / Berlin etc.
Our very own Pondicherry cuisine ( a blend of Tamil, Vietnamese, French ) is often seen served in New York / Venice / Paris and more.
The iconic Dishoom in London serves cuisines from the clubs of India like Madras Club, Royal Turf Club etc. As is evident, Dishoom has become a rage in UK with branches in Edinburgh and Manchester.
Bengali and regional Oriya food is popular in Bangkok. Singapore's Little India has several famous Tamil cuisine restaurants...
So people from various countries are already exposed to these cuisines. When they visit India they seek authenticity. And find it...
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