Home > Lifestyle > Food > Eating Out
Friday September 20, 2013 MYT 12:00:00 AM
Friday September 20, 2013 MYT 11:54:51 AM
by jade chan
New on the menu: Chicken Avocado Wrap.
THE first thing customers are likely to experience upon walking into a Delicious café is a warm welcome.
A glance at Delicious’ menu would reveal a variety of new dishes lined up alongside its best-sellers, including interesting additions such as the Dry Tossed Sambal Linguine, Beef Short Ribs Herbal Soup, and Long Beans, Snow Peas and Sundried Tomato Salad.
The noticeable changes in the café’s food and services are all part of “the new Delicious experience” that the Delicious Group hopes to introduce to its customers.
Revamping a café, from its food to workforce and service was no easy feat, but it was a challenge The Delicious Group Sdn Bhd chief executive officer Steve Allen was willing to undertake when he took on the job six months ago.
Allen acknowledged that standards might have slipped, customer service was not at its best, and food had become mediocre over the past few years.
“’Pastas, Salads, Cakes and more ...’ is our new tagline because this is what we do best.
“Focusing on serving the best pastas, salads and cakes is what we strive to achieve.
“Delicious’ concept is to serve Western food with an Asian twist. We want to be the first thing a customer thinks of when they want pasta. Similar to how Starbucks is linked to coffee,” he said.
Allen said Delicious’ new menu had been pared down significantly, with an emphasis on fresh, home-made food.
“The best aspect of the new menu is the freshness; no more dishes that do not move quickly.
“Instead, it is a menu with some 50 fast-moving dishes and 20 of our best cakes, including two winners from our recent ‘Cake Bake Off’ competition.
“All our dishes are made by us, with pasta and soba being the only exception. The ideas were either tweaked from my own recipes, or contributed by Delicious’ chefs to encourage them to take greater pride in what they do,” he added.
Refurbishments were carried out at Delicious’ 1Utama Shopping Centre, Dua Residency, Bangsar Village II and Mid Valley Megamall outlets over the past few months.
The opening of two new cafés in City Square, Johor Baru, and St Mary Residences, Kuala Lumpur, brings Delicious’ total number of outlets in Malaysia and Singapore to 10.
Allen, 33, had spent close to 11 years working for Gordon Ramsay at Claridges Hotel, London — a stint he described as very difficult with its long hours and laborious work.
Wanting to experience something different professionally, he accepted a posting as group creative chef for The Delicious Group, before taking on his present post after one year.
“The CEO posting offered a great opportunity for me, though it was not easy turning the company around.
“The new job in Malaysia was close to where I saw my life going forward — simple, honest and good food in stylish and relaxed surroundings,” he said
He brought in a new team, concentrating on professionals from the food and beverage industry, who had passion for food and service.
“We have been working hard for the past nine months on our new menu, standards, refurbishment and branding,” he said, adding that the revamp included training for its staff and changing how things were done in the kitchen.
“Trust is hard to get back once lost, so we have to work twice as hard to regain customers’ confidence. It is about being consistent and ensuring customers know what they are getting.
“Change also begins with the staff. I had to break down brick walls, and tell the service and kitchen staff that they matter when it comes to improving Delicious.”
Allen said the company was now ready to share the improvements with its past, present and new customers, and hope they will enjoy the new Delicious experience.
A Delicious Foodie Fest will be held this weekend, between 10am and 10pm at Concourse Area, Bangsar Village II.
Free sampling of dishes, desserts and beverages from Delicious’ new menu will be featured there, with the aim to bring the new Delicious experience to customers.
The public can also buy tasting packs for RM10 and RM5nett. A lucky dip is included with any purchase.
For details, visit www.thedeliciousgroup.com
Tags / Keywords:
Lifestyle, Delicious, Steve Allen, pastas, salads, cakes, The Delicious Group
Copyright © 1995-2013 Star Publications (M) Bhd (Co No 10894-D)