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INTERNATIONAL TRADE JOURNAL EDITION 5/2011 www.food-service-europe.com FORTHE RESTAURANT www.cafe-future.net AND CATERING INDUSTRY

Special Features: Foodservice Markets France, Italy and Russia – City Guide Salzburg V EGETARIAN R ESTAURANTS

Otarian Vanilla Black

Vanilla Black

UK

When the first Vegetarian Britain guide was produced in 1998 it featured 270 premises across 250 pages; the last edi- Food That tion, the fourth, which was produced last year, included around 450, across its 800 or so pages. As the increase in both premises and pages suggests the number of vegetarian eateries has risen fast over the last 13 years and there are now ap- Loves Life proximately 5 m Britons who are wholly or partly vegetarian Add to this the Despite the trend towards healthy living and all the various meat movement towards healthier lifestyle scandals, vegetarian cuisine has so far not had a great impact on the and so called ‘meat-reducers’, those con- suming less flesh, and the market for European restaurant scene – and this although the number of vege- vegetarian cuisine has never been so UK tarians is growing steadily in many countries. It would seem that veg- buoyant. Restaurants can no longer afford not to etarians do not go exclusively to vegetarian restaurants but can also have a vegetarian option on their menus find what they are looking for on the menus of ‘normal’ restaurants. or even just the one. The relatively cheaper cost of vegetarian food together The big advantage is that, there, they can dine together not only with concerns over animal welfare and with meat lovers but also with the growing group of ‘flexitarians’ who damage to the environment has also led to more consumers choosing healthier simply go without animal protein whenever possible. Nevertheless, options and vegetarian dishes. there is a niche market with numerous specialists who uncompromis- This move has led to a marked increased in the number of high-end vegetarian ingly and successfully demonstrate that meat is not a prerequisite restaurants operating across the coun- for outstanding cuisine. Part 2 of our European overview. try. According to Alex Bourke, who com-

8 FOODSERVICE EUROPE& MIDDLE EAST 5/11 piles Vegetarian Guides to meat- free eating in Britain, there were III UK: Websites I 30 top-range vegetarian restaur- www.amicobio.co.uk ants operating in the UK at the www.vanillablack.co.uk start of 2010 up by 50% on 2007. www.safrestaurant.co.uk In , venues such as Amico www.otarian.com Bio, Vanilla Black and the two- www.terreaterre.co.uk strong Saf business, have all www.veggieheaven.com proven that the perception of vege- www.ottolenghi.co.uk tarian cuisine has come a long www.nopi-restaurant.com way and is no longer confined to www.eatatbobbys.com lentils and soup. The first vegeta- www.hansasrestaurant.com rian, organic Italian restaurant in www.woodlandsrestaurant.co.uk London, Amico Bio was estab- www.vitalingredient.co.uk lished by head chef Pasquale www.abokado.com Amico and his two cousins under www.chopd.co.uk the banner ‘Green Thinking – www.podfood.co.uk Better Living’, while the Andrew Dargue and Donna Conroy-oper- ated Vanilla Black restaurant in the closest example the sector of a the capital is one of only two long-established chain of ‘proper’ Michelin-recommended vegetar- vegetarian eateries. ian establishments in Britain. The Otarian, the quickservice vegetar- other Michelin-starred vegetarian ian restaurant concept, entered eatery is Brighton’s long-estab- the UK market to great fanfare at lished Terre à Terre, which first the end of 2009 with plans to op- opened its doors in 1993. erate a chain of sites across Lon- Launched by ‘raw chef’ Chad don and major cities. The brain- Sarno, Saf, which is an acronym child of the Oswal Group, a multi- for Simply Authentic Food, and billion dollar company with a di- also means ‘Pure’ in Turkish, was versified portfolio of assets in established over a decade ago and construction, logistics, petro- now operates eponymous restaur- chemicals, property, resources ants in Shoreditch and Kensing- and transport in India and Aus- ton. The company also offers a ‘Saf tralia, the group opened four To Go’ products range is available restaurants, two in London and at both of its restaurants as well as two in New York around the same a growing number of retail outlets time. including the Whole Foods mar- The group, which is owned and ket chain. controlled by husband and wife While the high-end category of team Pankaj and Radhika Oswal, the vegetarian restaurant sector acquired two Central London goes from strength to strength – sites: the former Nanobites pub top-end vegetarian eateries have on Wardour Street and an inde- also opened in recent years in pendent Italian restaurant on the places such as Bath, Nottingham, corner of Shaftesbury Avenue. Manchester, and in towns in Suf- The concept is based on a McDon- folk West Yorkshire – Saf remains ald’s style operation with coun- ters and rapid service, and is fo- cused on raising awareness about healthy eating and sustainability. Despite a wealth of publicity, the UK side of the business has re- cently run into difficulties. It an- nounced at the start of August that was to pull out of the UK and closed both its sites in the country and its restaurant in the Green- wich Village district of New York, leaving it with one restaurant in the US city.

FOODSERVICE EUROPE& MIDDLE EAST 5/11 Saf

POD UK In a message posted on its website, Eat & Two Veg, which operated two sites Indian cuisine continues to play a signifi- Otarian said: “We are currently work- in London, also faced difficulties and cant part in shaping the UK vegetarian ing to expand our eco-friendly range closed its remaining vegetarian restaur- restaurant scene. Regional restaurants and to improve our offerings to you. ant on Marylebone High Street at the such as Bobby’s in Leicester and Hansa’s During this time of development, we start of last year. in Leeds have been established for over shall not be functioning in UK. We real- While a full-scale vegetarian restaurant 20 years and continue to educate con- ize this will come as a disappointment chain continues to prove elusive, cafés sumers on Gujrati vegetarian cuisine. Af- to all the Otarian London fans, but rest and delis in the category have proven to filiated with the famous Woodlands assured that we shall soon be bringing have more longevity. Founded in 2002, Restaurants in India, which has been es- back a tastier, yummier Otarian experi- Ottolenghi, the upmarket vegetarian tablished since 1938 with over 40 ence that will make you forget that we deli shop-meets-café concept, has since branches, the UK arm of the group cur- were ever gone.” It is thought that a grown to operate four sites across Lon- rently operates a three-strong chain of third proposed Otarian site in lower Re- don. Founder Yotam Ottolenghi, who upscale eateries in central London. The gent street, which was acquired last was born in Israel, trained as a chef at UK operation currently has restaurants in year but never opened, has already several London restaurants, including Piccadilly, Marylebone and Hampstead been disposed of. A further mini chain, Capital and Place. His deli- and is thought to be looking at further op- restaurant operations are a joint venture portunities to expand in the capital. Spe- with business partner Sami Tamimi, who cialising in authentic vegetarian dishes he met while working at the Baker & from south India, the chain also offers or- Spice patisserie chain. ganic, vegan and vegetarian wines. It currently has four London locations – The issue of health continues to play a , , Kensington and big part in the move by consumers to- . The sites trade as food shops ward vegetarian choices and is driving with some communal seating. The the growing popularity in and rise of biggest is Islington, which can seat about salad and soup focused chains across 50 diners and serves also meat and fish. London. Although not purely vegetarian, Plans to open further sites under the these businesses are taking an increas- concept have been put on hold as the ing share of the vegetarian market and group concentrates on its new brasserie are proving to be an entry point for many in London’s Soho, called Nopi, which it ‘meat eaters’ into the world of vegetarian opened earlier this year. cuisine.

10 FOODSERVICE EUROPE& MIDDLE EAST 5/11 V EGETARIAN R ESTAURANTS

Earlier this year, American-Estonian real -born chef and restaurateur Yotam estate entrepreneur Paul Oberschneider Ottolenghi, who used to write a column called took a stake in Vital Ingredient, the ‘The New Vegetarian’ for : “Our tossed salad-to-go concept. Oberschnei- food is familiar and straight forward, yet highly der, who is the founder and chief execu- innovative. It is a way of life, somewhere be- tive of Hauser-Oberschneider, one of tween a healthy obsession and a bad habit Europe’s biggest property developers we can’t kick.” and investors, has taken a 50% stake in the chain, which opened its first site in presence in London, with up to five new but that it was concentrating on the ex- Soho in 2001. sites targeted for opening in the capital pansion its standalone sites at the mo- The business, which was founded by by the end of March 2010. The company, ment. To help it with its expansion plans managing director Alex Heynes, now which is backed by private equity invest- the company, which offers sushi, salads, plans to grow to up to 15 sites in London ment firm Kings Park Capital, recently soups and wraps, has also appointed its over the next two years. Managing direc- opened its seventh site in London near St first head of operations. tor Heynes will be developing the com- James’s park tube station. The site is the Chop’d, the London-based salad bar pany’s unit model during its expansion, first to feature the group’s new store de- chain, is currently in negotiations on ac- UK with a newly formed management team sign, which includes subtler colours and quiring a 7th site in capital, after com- of Oberschneider as chief executive; ex- more natural wood finishes. pleting its latest round of fundraising. PSS Holdings chairman Tim Hobbs as The group is in advanced negotiations The group is also set to enter negoti- chief financial officer; and Bruce Kamp, regarding sites in the West End and the ations with banks regarding financing formerly at Nando’s, as operations man- City, and hopes that both will be open by options to open its 8th and 9th sites. The ager. The company currently operates the end of September. It has also made company, which is led by managing dir- five sites in the capital, its original site in offers on two further sites in the capital. ector Eddie Holmes, has six outlets in Soho, one at Mansion House, two in The company currently operates a kiosk London – Canary Wharf, Leadenhall Mayfair and one in Holborn. site at Euston Station. Lilley said that the Market, Mayfair, Spitalfields, St Pancras Abokado, the chain of healthy food bars group had received approaches from International and a bar in the food hall of led Mark Lilley, is also set to increase its Network Rail to open further kiosk units Selfridges. V EGETARIAN R ESTAURANTS

Holmes said that company hoped to have at two new sites opened by the end of 2011. He said: “The last nine months we have experienced consistent like-for- like growth, while across the last three months like-for-likes has been up on average 20% on the previous year. “We have confidence in expansion ability of the concept and we are looking at a num- ber of sites in the capital where we think the format will work.” The leader in the pack though is POD, the healthy fast food concept, which is currently in the middle of adding six new

Spain sites to its estate this summer, as it looks to reach a portfolio of 20 units by the end Teresa Carles of the year. Buoyed by new investment from private group JGR Capital, plus ad- ditional investment from its current shareholder and investor base – which is made up of experienced retail and hospi- tality industry professionals, including Nicolas Payne, ex-business development director for Burger King Europe – the chain plans to grow its estate from nine to 25 sites inside the M25 by the end of 2012. Chief executive Tim Hall said: “Chains such as Pret and Eat have proven that Yerbabuena Loving Hut there are still plenty of expansion possi- bilities in the capital. We also believe there are opportunities for a healthy fast food concept to be successful outside of London and we are excited about the next stage of POD’s expansion.” It looks like 2011 is not so much about becoming a vegetarian but about becom- ing more meat-aware. Vegetarian restaurants are also doing well partly be- cause people are realising that meat-eat- ing is bad for the planet and that vegeta- bles are seen as a cheaper alternative, but also because the traditional view of

Biocenter vegetarian food as bland and boring is changing. Fewer people hold that view; they’re looking for something different, III E: Vegetarian Restaurants II and that includes healthier options and G in Madrid innovative approaches and formats. Al Natural www.alnatural.biz Artemisa www.restauranteartemisa.com El Restaurante Vegetariano www.mesalibre.com/ Yerbabuena, conveniently located near the big ficha/restauranteelrestaurantevegetariano subway station Puerta de Sol in Madrid, specialis- El Vegetariano de Teresa es in vegetarian ‘high cuisine’ also suitable for www.elvegetarianodeteresa.com vegans. Dishes include pasta, paella, and crêpes. El Vergel www.el-vergel.com The menu of the day includes 3 courses, bread, Yerbabuena www.yerbabuena.ws water and mini appetizers for €13. Teresa Carles’ G in Barcelona restaurant and Teresa do Carmos ‘Biocenter’ are Self Naturista www.selfnaturista.com among the veterans in Spanish vegetarian cook- La Granja www.lagranjavegetariana.com ing, while the new arrival ‘Loving Hut’ has been Vegetalia www.vegetalia.com attracting attention as new arrival for 1.5 years Maoz www.maozusa.com Yerbabuena now. Further restaurants: www.restaurantesvegetarianos.es FOODSERVICE EUROPE& MIDDLE EAST 5/11 Spain every day, sales in 2011 are ex- pected to amount to c350,000. In Spain, restaurants with vege- The family is not new to the busi- tarian food on the menu still have ness. Ever since 1979, the couple market-niche status, being re- have provided restaurant oper- garded mainly as destinations for ators with advice and support on weight-watchers or people with a how to plan and open vegetarian ‘green’ way of thinking and a diet restaurants, and have also acted to go with it. But these locations as temporary partners. Their ap- enjoy sudden surges in populari- proach to their own concept is a ty, even if only short-lived, in highly professional one, as shown times of food scandals about meat by the central kitchen in Lleida, or fish, such as the recent scare where all longer-lasting compo- about clenbuterol in meat or, nents/dishes are prepared, and a some time ago, the uncertainty sophisticated (virtual) marketing about the effects of dangerous concept. “We intend to open fur- parasites and mercury in fish. And ther locations in Barcelona in the yet there are still ‘veterans’ like near future and then to tackle Biocenter or Ecocentro that prove other cities as well”, so Jordi Barri. it is possible to ‘work’ even a niche They see themselves as modern topic successfully for many years. ambassadors for a vegetarian cuis- And the opening of Loving Hut in ine that is both healthy and full of Madrid and the new Teresa Carles taste. www.teresacarles.com outfit in Barcelona are proof that dining-out for vegetarians is defi- Loving Hut: The international ca- nitely thought to have potential. sual-dining chain of vegan restaur- ants has had a presence in Spain Teresa Carles: An urbanely mod- since the end of 2009; in 2010, ern location for epicureans. Also a after Valencia and Málaga, it place for part-time vegetarians, it opened location No. 3 in the has a formula that is totally de- Spanish capital. The dishes served void of missionary zeal when it here are also composed only of comes to vegetarianism. And not products of non-animal origin: a single trace of fustiness either. vegetable spaghetti Bolognese, Opened in Barcelona’s Ciutat burritos or hamburgers. They are Vella in 1979, the casual dining accompanied by typical Spanish concept, with seating for 80 or local offers such as ‘tortilla de guests, has a modern approach patatas’, ‘croquetas’ and ‘cocido that relies on a combination of madrileno’ in which, according to self-service and table-service, and franchisee María José Lobo, the a menu that offers a whole host of components that are usually of specialties. “We want our brand to animal origin are replaced with stand for best quality and tasty purely plant-based ingredients. handmade dishes”, says owner “For example, we use soy milk for Teresa Carles, who gave her name the croquetas.” Everything is to the concept and launched it to- ‘handmade’ on location, with the gether with her husband, Ramón ingredients coming from whole- Barri, and son Jordi Barri. “And we salers specialised in vegetarian want our guests to come, not only and vegan products. “There is still because we are offering vegetari- a shortage of suppliers who can an food, but because they are con- offer these foods free from insecti- vinced by the quality.” This, so cides and pesticides. Our aim is to Carles, is a radically new way for offer only organic products.” vegetarian restaurants to see The furnishing of the dining room, themselves. Statements on the in- around 90 sq m in size, is mini- ternet by visitors to the restaurant malist: white tables, white chairs, show that this approach is being a wooden floor, a few portraits of well received. F&B bestsellers are famous vegans. In the first year, ‘Surtido de croquetas’ for c7.50 with opening times from 1.30 p.m. and ‘Triología con Catxipanda’ for to 4 p.m. and 8.30 p.m. until mid- c13.50. With around 100 guests night, the operators had 45 guests

FOODSERVICE EUROPE& MIDDLE EAST 5/11 13 Betty’s De Vegetarische Slager

on average every day. “We are confi- however, Do Carmo had put her idea for à la carte restaurant, organic buffet, and dent of increasing this number to 60 healthy living on a second pillar by open- a shop for organic food, cosmetics, soon.” On this basis, sales for 2011 are ing the vegetarian restaurant. 260 sq m herbs, books and other items, as well as put at c300,000. www.lovinghut.es in size, this very comfortably furnished rooms for conferences, courses and location has room for 100 guests. “We workshops. A lively, colourful micro- Biocenter: Et voilà: a ‘veteran’. Opened have tried to take an ecologically sus- cosm for all those who want to live in 20 years ago, not far from the Ramblas, tainable approach in terms of the fur- harmony with themselves and the world the restaurant continues to offer nishing as well.” The menu? Many dishes around them. The gastronomic offerings healthy, vegetarian food, prepared are suitable for vegans, ovo-lacto vege- take up 60% of the space, which occupies mainly from organic produce. Since the tarians, crudívores as well as guests on a around 200 sq m altogether. The menu 70s, the founder of the concept, Teresa macrobiotic diet. The bestsellers? ‘Red of the à la carte restaurant is varied and Do Carmo, has been a champion of or- Vegetable Curry’, ‘Seitan in White Wine’ changes frequently; the prices, ranging ganic farming. To begin with, she sold and ‘Tofu with Ginger’. Almost all the between c10 and c13, are moderate. these products in retail shops that went recipes are their own creations. The aver- Among other things, the organic buffet

The Netherlands under the name of Comme Bio. In age tag comes to around c10 at offers a large choice of salads and fruit, 2002, a Swiss fund acquired a major lunchtime, a great favourite being the sold by weight. The average number of stake in the franchise formula, which salad buffet, and around c15 from à la guests per day is 200, with around 50 of then closed down. In the meantime, carte business in the evenings. Sales are them dining on location. Sales in 2011 estimated at c350,000. “We see our- are estimated at around c300,000. selves as pioneers of a development that www.ecocentro.es is only just taking off”, says Do Carmo. In an effort to make the business self-suffi- The Netherlands cient without having to pass on to the guests the higher purchase prices de- In the Netherlands, good vegetarian manded for organic produce, the family restaurants are thin on the ground. The runs its own farm and thus ensures the food critic of a major Dutch national supply of good, fresh organic products. newspaper carried out a search for qual- http://restaurantebiocenter.es ity vegetarian restaurants, say ‘veggie with star’, with the help of the paper’s One of the pioneers in Madrid is Ecocen- readers. The results were woeful. With tro, opened in 1993. This is a multifunc- the exception of a few vegetarian restaur- tional concept that consists of an organic ants (Betty’s and Bla Bla, vlees nog vis),

14 FOODSERVICE EUROPE& MIDDLE EAST 5/11 Europe’s first vegetarian butcher’s shop the menu now and again. Restaur- ‘De Vegetarische Slager’ opened in The ants riding this trend are doing Hague in October 2010, serving various business. meat-replacement products made from This creates opportunities for pro- lupin seeds. It is the brainchild of eighth- ducers of good meat substitutes generation lupin farmer Jaap Korteweg. because whereas vegetarians turn their noses up at the taste and tex- most seem to be stuck in a seven- ture of meat, flexitarians actually ties macrobiotic time warp. He really enjoy it. In 2010, vegetarian was seriously underwhelmed by butcher shop De Vegetarische the food served in the majority of Slager opened its doors in The vegetarian restaurants. Instead, Hague. The soy- and lupin-based he was a lot more excited about meat substitutes developed by the vegetarian dishes on offer at food scientists in collaboration ‘regular’ restaurants. ‘The often with an organic farmer and chef well-meaning vegetable cooks Marco Westmaas and sold here have no idea how to present food (also via online shop) taste every attractively. Or they lack the am- bit as good as real chicken, tuna bition to do so. A home-cooked or pork. Even the most hardened meal at a reasonable price will do.’ carnivore would have to agree. A The Dutch Vegetarian Society delegation of Spanish top restau- asked people to vote for restaur- rants (including El Bulli and Mu- ants where you can enjoy great garitz) recently visited Marco. vegetarian food. Not one of the They were impressed by the tex- top three restaurants (De Librije in ture and taste of the sampled Zwolle, Schathoes Verhildersum products, and described them as in Leens, Au Coin des Bons En- ‘interesting, high-quality and fants in Maastricht) is a vegetar- promising.’ ian restaurant. www.devegetarischeslager.nl Does that mean vegetarianism is dead in the water? Absolutely not! ‘Bla Bla, vlees nog vis’ is a hip, fun, Meat avoiders, whether or not colourful vegetarian formula part-time, simply don’t visit vege- which appeals to young people tarian restaurants to satisfy their with restaurants in Rotterdam, taste buds. The number of vege- Groningen and Leeuwarden. They offer delicious sustainable dishes from the ‘world kitchen’ without meat or fish and subscribe to the sentiment expressed in Albert Einstein’s motto: ‘Nothing will benefit human health and in- crease chances for survival of life on Earth as much as the evolution to a vegetarian diet.’ www.bla-bla.nl

Betty’s, in the Amsterdam river district, is a stylish fine-dining restaurant for ‘Gucci vegetarians’, tarian dishes on the menu of regu- who value classical music and an lar restaurants is growing and enthusiastic host. The cuisine is flourishing. Vegetables and herbs 100% organic and vegetarian, are the new stars in the kitchen. even egg-free and serves modern No-one bats an eyelid anymore dishes from all corners of the when meat and fish dishes are in world. Starter plus main course the minority on the menu, c30. They have recently intro- whether in a food pub, lunch- duced a weekly changing ‘menu room, beach hut or fine dining du marché’ with a selection of restaurant. The notion of ‘flexitar- small dishes. Betty’s sells its own ian’ is catching on; people who brand of delicatessen. choose to leave meat and fish off www.bettys.nl

FOODSERVICE EUROPE& MIDDLE EAST 5/11 15 Greenway Veggie Resto with restaur- ants in Leuven and in Ghent. This is a trendy take on the vegetarian world kitchen, at an affordable price. The owner is Paul Florizoone. He developed exotic ready-made meals and basic products under the Greenway label for supermar- ket chain Delhaize. www.greenway.be Tasty World – a franchise formula for vegetarian takeaway meals, tasty snacks, hamburgers, salads, juices, smoothies, Ben & Jerry’s ice cream and fruit combos. The option to eat in also available, in a bright decor with wood- land touches ‘where there is still room for magic and cosiness’. Currently, there are two establishments, one in Ghent, one in Liège. www.tastyworld.be Lekker Gec: An organic eatery and tearoom serving daily specials, pasta dishes, soups, rolls and salads, all self- service. Guests only pay per weight for what they take. This way, less valuable food is wasted. Here, the focus is on all aspects of dealing with food in a respon- sible manner. www.lekkergec.be

Russia

Vegetarians get a warmer welcome in Moscow now than they did a few years ago when the restaurant offer for that Tasty World target audience was strictly limited. The international vegan chain Loving Hut Belgium vegetarian day. But this is not compul- has recently launched its first café in the sory, every citizen is free to eat what he Russian capital. Jagannath, one of the Not London, not Berlin but the Belgian or she wants. The council merely wants oldests veggy brands in town, has just cultural university city of Ghent is the to highlight the benefits of eating less added two more units to its first restaur- most vegetarian city in Europe. Here, meat to health, the environment and the ant. People in Moscow get more in- you will find the most vegetarian global distribution of food. It provides volved into a healthy lifestyle, as well as restaurants per head of the population. free city maps on which all participating into Eastern doctrines and rituals, yoga Every Thursday is Veggie Day in Ghent restaurants are marked. Some of the for- being the most popular one. Those when vegetarian dishes get an extra mulas to watch: trends inspire a certain growth in the push. This in a city with less than 244,000 inhabitants. The children of Belgium Ghent eat vegetarian food every Thurs- III Topvegetarianrestaurants.net IIIIIIIIIII day, in school and day nurseries. Even The niche topic of vegetarianism is moving increasingly into the focus of scien- the Ikea restaurant and the company tific research. For example, the University of Vienna has been conducting a cul- canteen of Belgacom, the Belgian tele- tural and social-scientific project on this subject for several years. In addition coms operator, serve vegetarian food to documenting current literature on vegetarianism, the project also has a on Thursdays. Driving force behind practical – i.e., gastronomic – objective: to rate interesting vegetarian restaur- this project is EVA (Ethical Vegetarian ants. The ‘work in progress’ website www.topvegetarianrestaurants.net is an Alternative), the second biggest vege- practical outcome to support ethical hedonism for veg gourmets: tarian organisation in Europe, situated “As more and more restaurateurs are offering good vegetarian or even vegan in Ghent. Its aim: to get people to eat food together with fine organic wine, beer, whisky and other beverages, more plant-based and less animal- gourmets and ethical hedonists are experiencing ever more satisfaction. Even based food. Their activities extend to the ‘meat obsessed’ bible of gastronomy, the has increased Flanders and Brussels. Ghent city their recommendations for vegetarian and vegan (!) restaurants. The same is council started supporting the initia- true of other important restaurant guides. The rising demand for vegan nou- tive in May 2009, making it the first velle cuisine inspired 25 of today’s greatest chefs, including T. Keller, J. Von- city in the world with an official weekly gerichten, E. Ripert, C. Trotter, and many other James Beard award-winning chefs to publish the first high end vegan cookbook.” The Restaurants, pubs and bars on the website’s country pages have been chosen to compare with other restaurants in the same price-bracket. 16 niche of vegetarian and Vedic vites everyone to join the yoga restaurants. Many places offer ad- club. The staff members are ready ditional kinds of service to their to teach their guests the basics of guests, like culinary workshops, Vedic cooking. “We are planning food delivery and catering. to open a separate café again this The most successful foodservice year,” Lolita Tomaeva says, she is project meant for vegetarians and in charge of Ganga development. Indian culture worshipers is Ja- “We could also open a few more gannath. So far the chain unites units at food courts, many shop- three restaurants in the Moscow ping malls are willing to have us, downtown, all have a wide selec- but it’s very difficult to find cooks tion of international vegetarian appropriate for our concept”. food on offer. Each unit has a The veggie café Avocado opened small shop with vegetarian food, its door eight years ago in Chisto- Eastern style clothing and acces- prudny boulevard. The café is 80 sories. Original pieces of furniture sq m in area and welcomes 60 brought from India create an au- guests at a time. In 2008, the sec- thentic Eastern ambience. All ond Avocado was launched, quite units are non-smoking and offer a small place for 24 people. The no alcohol. average bill is RUB1,000/c25. The first Jagannath, 300 sq m in The concept offers vegetarian area, opened in 2000. There is a food only, part of dishes are restaurant, a quickservice café meant for vegans. Surprisingly, and a shop under one roof. The 60% of guests are people with or- average bill is RUB900/c22 in dinary eating habits, the rest 40% the restaurant and RUB250/c6 in are vegetarians. the café. Last winter Jagannath The international chain Loving turned into a chain, having Hut launched their first two units launched two more units. “More in Moscow last September. The and more guests learn to appreci- concept grows via franchising in ate natural food, freshness and the Russian market. Both a healthy eating, which gives us restaurant and a food court unit a potential to grow”, Anna are located in the Capitoly shop- Kuznetsova, Jagannath develop- ping mall. No GMOs, animal fats ment director, states. Jagannath- or taste boosters are used in the 2 and Jagannath-3 are small cafés Loving Hut dishes. The food court with a sitting capacity for 20 menu consists of around 80 vegan guests only and a veggie shop in- dishes like veggie pizza, soups side. Each Wednesday, culinary and salads from RUB30 to 150 workshops are held here. The aver- each (c1 to 4). Gazpacho, thai rice age spent per guest is RUB500/ and lentil medallions are top sell- c12.5. ers. The offer is updated twice a Ganga café located at food court month. The average spent is of the Start shopping mall follows RUB170/c4.5. the Vedic culinary traditions. The The restaurant has a capacity of place was launched 18 years ago 80 seats and offers international by a Krishnai charity foundation vegan specialties like thai vegeta- as an independent café with a sit- bles, spinach pasta and veggie ting capacity in another house. It roll. The average bill comes to had to move to a shopping mall RUB700/c18. Loving Hut widely nearby some time ago because of promotes delivery and catering the building reconstruction. All service. “Another part of our busi- 32 staff members live on Vedic ness is organizing vegetarian cof- food only. The menu consists of fee breaks and receptions for fully Vedic dishes containing no some big companies like Mer- meat, fish, eggs, onion, garlic or cedes Benz Russia, whose heads mushrooms. Among best-sellers are vegetarians’, Svetlana Yvleva, are ‘Maharaja’ sabji, tamatar, Loving Hut managing director, samosa, shak paneer. The aver- underlines. This autumn the age bill is RUB150/c4. Ganga of- brand opens its second à la carte fers lunch delivery and also in- restaurant meant for 100 seats.

FOODSERVICE EUROPE& MIDDLE EAST 5/11 17 V EGETARIAN R ESTAURANTS

Another vegetarian concept has recent- ly been introduced by independent entrepreneurs and devoted vegetarians Mikhail Kuzmichev and Andrey Vasilchenko next to the famous Tretyakov Gallery. Sok (Russian for ‘juice’) consists of two non-smoking zones and a cosy summer terrace. Around 70 vegan and uncooked plant specialties are on offer. Top sellers are rucola and strawberry salad, humus and sesame Caesar salad with tofu instead of chicken. There is a large wine selection. The average spent per guest is RUB600 to 1,000 (c15-25). Following the art spirit of the nearby gallery, the café is decorated with the copies of Russian and French artists. The concept aims to attract gallery visitors, as well as local Jagannath Jagannath office workers. Jagannath Sok Veggie food is widely on offer in yoga clubs and centres. The main audience here is yoga trainers and their followers who drop in at a café to sip freshly squeezed juice and have a light veggie salad. Most places of that king are small and can’t compete with independent restaurants. Often it’s just a small bar where one can have a cup of tea or a glass of juice with some vegetarian sweets. But large clubs like Yoga House have cafés with a vast menu of various cold and hot dishes. Guests are free to choose miso, cheese soup, sabji, momo Yoga House or rolls, followed by original Vedic sweets and pastry. The average bill is RUB500/c12. The café meant for 15 guests is open 7 am to 10 pm. It’s not a must for cooks to be vegetarians, but they should have a certificate proving that they are not alien to the basics of Vedic cooking. Another vegetarian bar of that kind is lo- cated in Prana yoga centre. They offer light starters, salads, soups, rice and desserts here, all dishes are easy and fast tomake.25peoplecanenjoytheirmeals at the bar at the same time. The average bill comes to RUB300/c7.5. “Veggie dishes are easy to cook, they don’t make you heavy, which is very important for

Russia yoga practice”, Irina Demchuk, Prana bar manager states.

Contributing Authors UK:BM Spain: Mario Cañizal Villarino The Netherlands/Belgium: Puck Kerkhoven Russia: Daria Zhiganova

18 Jagannath FOODSERVICE EUROPE& MIDDLE EAST 5/11