Journalist Zurinna Turns Restaurateur
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FocusM 34 &R R April 6-12, 2013 Journalist Zurinna turns restaurateur HOW does one go from journalist to entrepreneur? With drive and cooked by our mothers will always be appreciate constructive criticism. motivation, that’s how. This is the success story of Zurinna Raja Adam, made and somehow no dish measures Positive criticism would go a long way up to our mother’s cooking. We have in forging better ties with restaurateurs who was a business journalist for more than nine years. Her role experienced situations where custom- and it would also ensure the quality of models were the high-achieving business owners she interviewed as a ers have come up to us and said: “I can’t food served retains a good standard as journalist. While driving back from every interview, she always asked herself point out what is lacking in your Laksa opposed to having customers condemn- why she couldn’t be one of those who run such successful businesses. The Johor but it doesn’t really taste like how ing or making comparisons with other my mother makes it.” restaurants. opportunity to open an eatery came while she was on maternity leave and she And in Malaysia, a disgruntled decided it was time to realise her dreams. She shares with FocusM her daily Who are more fickle, men or customer could be scalded with a pot encounters at her restaurant, Del’s Kitchen. women? of boiling water, so be very careful Women are definitely more fickle-mind- when commenting about your food. ed. They would sometimes change their Rest assured, when you walk into Del’s Which customers tend to be the Most of our dishes go down well with order upon seeing what their friends Kitchen café and find that there is room most difficult? our customers, but if I have to name have ordered, or sometimes the image for improvement, then you are most Customers who walk into the restaurant some of our most sought-after dishes, of one food item can be more appealing welcome to share your opinions with us. come with the expectation of tasting then I guess they will be the soup-based than the one they have ordered or they To facilitate better communication with good food and since our forte is serving item soto ayam and the rice meals. could simply look at the food being our customers, we also have a Facebook authentic Johorean dishes, the most Among the popular rice dishes are Nasi served at the next table and they would page. difficult customers to please would be Ambeng – a Javanese dish traditionally want to have the same dish. Their diet the die-hard Johor food enthusiasts. served on a large tray as a communal plans can also go up in smoke once The biggest sin a salesperson can They have very high expectations and meal. The Nasi Ambeng at Del’s Kitch- they set their eyes on our Pavlova on commit? sometimes they would come in expect- en café consists of steamed white rice neighbouring tables. Lying about their product, then being ing the dish to taste like some particular served with 11 small portions of side defensive and not apologising if the stall from Johor, which they are familiar dishes. Another noteworthy item on How receptive are you to feedback? product fails to deliver. That is a definite with or like how their mum would cook our menu is the Nasi Ayam Penyet Well, I think as business operators, no-no and it will destroy the brand it. These customers definitely pose a which is chicken fried with spices ac- especially in the food and beverage image you have worked so hard to challenge to us. Nevertheless, we strive companied by white rice and our special industry, we definitely welcome and build. to please the tastebuds of our customers, spicy sauce. to ensure they go home with a happy smile and a well-fed tummy. At what time of the day do you have the highest number of cus- What is the strangest demand tomers and what age category are IGB eyes foreign buyers for made by a customer? they? Are there any peculiar This question takes me back to customer trends? Condominium 328 Tun Razak the time when a customer Our shop is often packed asked for a cup of fresh during lunch time IGB Corp Bhd will launch in August components. coconut milk to pour between 1pm and a serviced apartment project called In late 2009, it was reported over her nasi lemak. She 2pm on weekdays Condominium 328 Tun Razak (328 that the government had plans to said she enjoys her nasi and our clientele TR) along Jalan Tun Razak, a stone’s compulsorily acquire this piece of lemak better when it is is made up of throw from The Intermark in Kuala land from IGB to build a fire station. creamier. young professionals Lumpur. At that time, the prevailing price for working at the offices Located next to the KL Trillion, land in the vicinity was estimated at What items are the most around the area. A pecu- the project has an estimated gross RM1,200 per sq ft. sought-after? liar trend that I can identify development value (GDV) of RM170 However, the government’s plan right off the bat is the change in mil. A total of 166 units measuring to buy the land did not materialise. The Nasi Ambeng demand for certain dishes on our menu. between 700 sq ft and 1,300 sq ft The land could have cost an estimat- at Del’s Kitchen We notice that sometimes in a week we will be available for sale at a price of ed RM40 mil based on the market consists of steamed will see an overwhelming demand for RM1,000 per sq ft. value then. IGB had, in fact, already white rice served with 11 small Laksa Johor and the following week it Piling for the project, which sits obtained a development order to portions of side would be Nasi Ambeng. on 0.38ha, has been completed, IGB build high-end serviced apartments. dishes Corp’s head of property develop- Meanwhile, other parcels of land Who are harder to please, men or ment Teh Boon Ghee tells FocusM. in the vicinity where IGB plans to women? He says the project has already launch high-end residences include I must say that in this instance men will received enquiries from Japanese 3 Lorong Stonor and 6 Stonor – both win hands down. Men are simply and Singaporean buyers. “We have in the vicinity of the Petronas Twin harder to please because they had interest from the Japanese to Towers. – BY VASANTHA GANESAN expect the food at our restaurant buy several units,” he adds. to be similar to their mother’s 328 TR is directly opposite The Zurinna says cooking. I think I can safely Hampshire Place, KLCC, which is her cafe’s forte say that no matter where one also a project by IGB. The Hampshire is authentic goes to eat, the Place was ready for occupation in Johorean cuisine comparison December 2010 and is now 85% between the occupied. food served The high occupancy at The Hamp- and the one shire Place also provided IGB with the cue to launch 328 TR. According to Teh, the market price for units at The Hampshire is around RM1,100 per sq ft. The 23-storey 328 TR, with one basement level, will be ready in 2016. Teh says the units are “reasonably priced”. “It is based on what we think the market price for this location is.” The land was purchased about two decades ago. He expects the take-up to be encouraging, given 328 Tun Razak will have a total of 166 the development of KL Trillion units measuring between 700 sq ft next door, which includes offices, and 1,300 sq ft and priced at RM1,000 DD HOE/FOCUSM DD serviced apartments as well as retail per sq ft.