Soup wording

The men at mooli's asked for some ideas for the wording on the soups they are about to launch. Here are some that spring to mind. The randomness of ideas is such that I hope you too will chip in with your thoughts:

The mofo of soups*

As wholesome as the Happy days and the Cosby Show.

We never set out to make soups. But these are so tasty (and the increase in VAT) that our hand was forced. Did we already mention the increase in VAT?

If we were corny and cute we would say these soups are like a warm delicious hug.

*I have this in mind for the chicken stew

Takeaway copy

"Please do not worry about dropping food on the floor. It will not be wasted as we will feed it to our staff."

"mooli's are so meta."

"If you find a better indian roll with delicious fillings wrapped in homemade rotis, then please do not tell us. Honesty."

"Mooli's is the ideal food for self-hating Indians and those who are unable to properly use an apostrophe."

"Don't be a door Knob, buy a mooli."

"A number of people have mentioned how they had a similar idea to mooli's. How nice."

"Mooli's: where cows, goats, chickens and channa come to die."

Chicken stew for.......

Ok, so winter is truly here. Its cold, dark and miserable.

Mama mooli came to town to celebrate our anniversary, and i'm seizing the opportunity to sharpen up our Malabar chicken stew (Kozhi ishtoo in Kerala) recipe. Some of you got a sneak preview over Onam a few months ago, but its going to be even better.

Typical of us Syrian Christians of Kerala, its a really unusual dish. The flavours are genuinely subtle and mild - so mild that we'd eat it at breakfast with pal appams (a rice pancake that is soft in the middle and crisp and flaky on the edges) or iddi-appams (rice vermicilli or string hoppers). Yes, it is mild but its got the most gorgeous and balanced flavour - whole spices (fresh peppercorns, green chilli, cinnamon, cardamom, bay leaves, cloves) stewed with coconut milk, chicken, potatoes, ginger-garlic, shallots and celery.

There is no other Indian dish that I know of which has so much flavour and is yet so subtle. Like bullets with butterfly wings. Our antidote to the winter blues should be ready in a few days.

And just for the record, the lady in the video is not mama mooli. And the voice over is definitely not me!

We've come a long long way together

Of course I would write tonight. In a couple of hours we will complete one full year. Many said that we would not make it.

Tonight I'd like to dwell on some of our favourite mistakes. They were mistakes, because had we known better we might not have made them. But i'm glad we made them.

1. We thought we were a better dinner product than a lunch product. LOL. Had we known better we would have opened in the City. But we would have probably ended up being just another sandwich bar in the City. Today we are Mooli's from Soho. And the City landlords are calling out to us. At last weeks "Restaurant Conference" we were named in Davis Coffer's presentation on "The Killer Brands Every Landlord Wants".

2. We didnt really understand real estate. We didnt realise that 50 Frith Street which is just 20 metres from heaving Old Comption Street was 20 metres too far. But then again, we are now mentioned in the same breath as our neighbours Barrafina and Koya. Not Tuk Tuk Noodles and £3 Veg Buffet.

3. We didnt know how much time and money and space it would take to make fresh rotis in Soho. We could have crammed in 20 more chairs, reduced our labour costs by 10% and gained a few hours of extra sleep instead of rushing down everytime Moolita acted up. But screw that.

4. We didnt realise that opening in winter would be so much harder than opening in summer. Word of Mouth marketing is slower in winter so we had to sweat blood and tears to win our custom. We learned the hard way. But we learned.

Megan's ipod is playing "Feeling Groovy" by S&G. Its been ages since I heard this track.




So here's to making a few more (favourite) mistakes. Starting your own business is also about making mistakes, and learning from them. Do come and join us for a drink tomorrow evening as we celebrate our first anniversary.

the Real Estate

we've been lax. I know. ignoring the blog just because there was a real business to run.

the last few weeks, months and years, it feels like we've learned so much about Real Estate. i dont know the origins of the term, but i'm sure there is a very good reason its called the Real Estate.

foodie brands that have managed to grow, grow fast and grow well, have all figured out the real estate game. which is a real minefield. and there are some great brands with great products who are still stuttering along because they dont get it. Real Estate that is.

did you know that 20 metres is sometimes 20 metres too far? so lots of people think we have the most amazing location - 50 Frith Street. 20 metres from Old Compton, which is the most bustling steet in Soho. but it is possibly 20 metres too far. that said, despite the limited seating, the foil wrapping and our reluctance to hand out cutlery, Mooli's has become a destination now, and Frith Street is a destination street, not a drop-in street.

it gets even more bizarre. ever thought you could be on the wrong side of the street? you may have found a fab location on the best street, but if the passing trade walks on the other side because.....maybe because that is where the tube spills out, or that is where the pavement is broader....then you dont have such a good location. Can you really be on the wrong side of Fleet Street, Upper Street or Regent Street?

on a related, but unrelated point, make sure you know your product well. what is commonly a dinner product in the US, Vietnam or India, may be a better lunch product in the UK. and vice versa. burritos are far more popular here at lunch than dinner. Dim Sum seems to be becoming a dinner product in London, when it was traditionally a brunch thingy. which way will it swing for Mooli's? We're doing a roaring lunch trade from a Soho location that has never had a good lunch trade.....

and then there is the whole game of A1 v. A3 locations. and Premiums. and Extraction. Sam identified this way back when we were still writing the second draft of our business plan. I wont go into the details of the joys of A1 locations, but i suspect industry peers and hopefuls are smiling quietly to themselves.

cheers to Independence

..........its been well over a year now since I quit UBS. Its been well over 2 years since Sam left BCG. Independence my friends, is certainly not overrated.

And so this weekend we celebrate Independence Day at Mooli's. I say "we" because we've been adopted by loads of homesick Pakistanis as well. Well....... the recipe for "our" Punjabi Goat could well have come from "their" Punjab. Indo-Pak rivalry is best left to the cricket pitch and politicians.

Raju has been planning some killer specials for a while now. We're having spicy & tangy papdi chaat. And a special (chatpatta) channa mooli with spicy kimchi. And if we ask very nicely, Raju might even do a mattar-kheema mooli. To flaunt our independence, we wont translate that into English English :-)

We know its Ramzan. It is flooding in Pakistan. And we're getting hammered in cricket by the Kiwis. But..... we always have someting to celebrate.

So come down and raise a toast to Independence with us. We've got the specials on all day on Saturday (14th August) and until 5pm on Sunday (15th August).

PS: We asked the bosses and they're OK with us staying open this Sunday.

PS2: Obviously, everyone is invited. You dont have to have a passport which is filled with innumerable visas and work permits.

This isnt meant to insult anyone, its just hilarious!

http://www.youtube.com/watch?v=3KsN0fM3KJI

My first post

From 50 Frith St. A few more tag-line candidates:

"Don't be a door Knob, buy a mooli."

"The bargain is simple: we act friendly and show an interest in your life, you buy a mooli."

"We won't lie. We are out to get you addicted to our mwizzle*.

*in common parlance a mooli, which in turn comes from the latin, moliato."

"A mooli is the Tractatus Logico-Philosophicus of the food world."

"A number of people have mentioned how they had a similar idea to mooli's. How nice."

Der Spiegel

Introducing the Gandhi Mooli. Please don't eat it.

-"Marketing ideas that were rejected", Vogue, Vol 24, 2010 (Marketing special)

Mooli's aren't bad and certainly not special.

-Psychologico Reverso, Vol 1, Issue 3.

Imagine a burrito taking out a Mumbai frankie for a date, wining and dining her and then making sweet love to her against the background music of Teddy Pendergrass. But then the frankie has a little daliiance with a sashimi. It is out of that triangular relationship that a mooli is born.

Long and Winded Weekly, Issue 4.

funny how time flies (when you're having fun)

a year ago, i was about to leave for the US.

"i fly to San Antonio, Texas on Wednesday in search of the perfect bread and then to Las Vegas, Nevada to play the World Series of Poker, Main Event."

that was a fun trip. we finally found Moolita. i busted out of the World Series on day 2 (but tried hard to get on ESPN by watching Phil Ivey).

a year on... fresh rotis made daily at 50 Frith Street. slow January evenings. record days in June. Evening Standard. mouth-watering Indian street food. the goat mooli. Federer losing in the quarters of Wimbledon. mooli champions. twitter. Mathew offering a discounted mooli in a gay bar (this is true). accounts (boring). German mooli (Germany should reach the finals just so we can make this - we have a killer idea). LBS. twitter. facebook. Rahul Dravid @moolis. the bobotie mooli. dal. pomegranate power (copyright Hannah Botham). mooli tuesday. 104 mojitos. twitter.

it's 6.30 fucking am. thankfully i only have the evening shift today. i was telling a friend the other day that i need a proper holiday. well, i'm in luck. this Sunday, exactly a year after i flew to San Antonio, Texas, i fly to Sicily.

the godfather.

Letter IV

Dear Aristu-Jah,

My son I hope you have been enlightened by my first three letters to you. Rather than burden you with another chapter in my life and (by now) my not so implicit messages for the one you will lead as you enter your nineteenth year, I thought in this fourth letter I would focus on a small but niggling disappointment.

You have probably heard of Mooli's, the hugely popular Indian eatery. What you may not know is that I knew the owners well and witnessed first hand its establishment from a stall to its first branch in Soho, which I believe is no longer there (you may not believe it, but Soho was a trendy place at the time; the action switched to the other side of Oxford street). At the time Mooli's had a focus on just 5 mooli rolls with various tasty fillings (my favourite used to be Paneer until your mother's vegetarian ways (not to mention her all round poor cooking) put me off paneer forever).

One of my early suggestions was for a breakfast mooli to be introduced. I just thought this would be a great idea, and was sure that a soft spicy egg filling in a warm fresh chappati roll would be a winner. And importantly it did not have to be sold in the morning - it was a strength that it could be sold late in the day. At the time there were very few offerings like this. But the idea was never adopted despite its attraction. I even shared a story of my childhood about the love of egg rolls to evoke similar stories in others, even though ultimately the story featured a man who had touched me with more than his cooking skills.

The idea was politely rejected. However, egg did feature in a mooli the founders introduced for the world cup in 2010 (which England surprisingly won). It was placed in a filling with keema - nice but why do that and not have a breakfast mooli?

You may think that the above hardly merits the tag of a disappointment and given the success of Mooli's (now about 10 rolls) not worth being concerned about. Yes, but that disappointment was to reverberate in my life in ways I could not imagine my dear son.

I know that when you were young, just entering your first year at Westminster, you asked me why I always slept in the study with the maid and not with your mother or why everyone would say that Kenny (your latin tutor's son) looked just like you. Well my son, I can reveal the answer now. It is linked to the failed breakfast mooli. When your mother and I initially met (I will talk about that more in letter VI) at the Chiswick reading group I was an occasional member of at the time, sparks flew. Never before had I seen a woman who was so at ease and knowledgeable about eighteenth century women writers of fiction , beat poetry and JayZ's early B sides before he became famous. She was formidable and, please don't cringe, in possession of the most wonderful hips I have ever seen. We courted and were married quickly. But there was a nagging doubt about whether she would appreciate my creative side and passion, however small and insignificant it may be.

It all came to a head one day when, already having annoyed me by belittling my breakfast mooli idea, your mother served me a concoction of the keema from the night before with some scrambled egg mixed in (yes it was a faux kind of bobotie, the very thing that the mooli founders preferred to my breakfast mooli idea). I am sure you will agree my son that this was the kind of personal affront no person should suffer. It was the very last straw and drove me into the arms of our then maid (that turned out not be a success but for different reasons which I shall explain in letter XI). What made me finally realise the impossibility of a life with your mother was when your latin tutor burst into tears half way through what had become her regular recitation of a Catullus poem. She said it was because she felt my pain. Why could your mother not do the same?

So you see my son, from a small disappointment came something much larger. But I do sometimes wonder what would have happened if the breakfast mooli was launched.

Always there,

Your father.

Bobotie

We were hoping to ride the wave of World Cup euphoria by launching a World Cup special mooli. It is ready. But it feels odd to launch it tonight, with England putting in one of the most dismal performances I've ever seen. Anyway, the show must go on. Ironically, Anna has just started playing Massive Attack....

So we have it. The bobotie mooli. The original bobotie is a slightly wierd dish created by the Cape Malay community of South Africa. A kind of spicy shepherds pie. With chopped apricots, sultanas, and Mrs Balls peach chutney. Or if you hail from the sub-continent, think about it as baked kheema with anda, raisins and a Gujarati mango chutney.

Wierd but wonderful.

Our bobotie mooli is filled with lean lamb mince slow cooked in a heady spice blend until that peculiar lamb smell disappears into the fire of the spices. Seriously, it is pretty hot. We've gone light on the fruity stuff, although the mango chutney and egg (both optional) takes a little of the edge off. Just a little. And its got our famous zingy salsa of tomatoes, red onions and coriander marinated in lime juice. My brown cheeks are still flush from my first spicy bobotie mooli. Rooney & Co looked like they could have done with a bobotie mooli before the game.

credits: Rohit Chugh, Jan Smit, Mrs Balls, Rob Levy, Joanna Simon, Cape Town Fish Market, James Murrell, Manisha, Paul Tosio, Keith Posh, Herman Vanderwalt....

What do you look like?

A number of readers have written to me asking the perfectly relevant (some would say overdue) question, "Are you as beautifully crafted and delicious as the prose you write?". Here is a video of me from circa 1986:

http://www.youtube.com/watch?v=irHW4udsmTo

Another level

It has been so long that I feel like a gushing bride sitting on a bed of roses atop a soft mattress on a 4 poster bed crafted by the finest Bengali* hands, all against the backdrop of a sensual hum of the sitar, awaiting the entrance of my tall (6 ft 2) tanned groom in a silk dhoti. I have not thought about this too much, promise.

One does not need reminding about the wonderful progress of Mooli's: 750 FB friends later (I remember that at inception Mooli's had around 545 or so friends), countless more followers and tweeters, reviews in the dozens, and the birth of Mooli's regulars. I was thinking what is next? How can Sam, Mathew and crew step it up even more? How can they have those queues? Does twittering and facebooking have its limits for this goal? Will I ever sleep with a girl again especially while I am in Dubai? How effective will the Evening Standard piece be? Has Sid lost weight on his you know what?

Perhaps we need to move from the virtual (and boy have they used that effectively to communicate their message) to the visual. As a brand Mooli's are more than just the 5 and now 6 beautifully made rolls. They are about the ideas and passion behind them, the passion that inspires you to cook, to want to go out and open your own place, whatever cuisine you desire, to make out that by association you also opened Mooli's and this should impress the girl you are talking to, to open a place and make sure that you are sourcing the best materials you can etc.

I am now getting sick on my own saccharine and marketing speak so let me get to my point. I think Sam and Mathew should showcase the broader canvas of their skills and passion by posting short videos of dishes they enjoy cooking and eating at home. A 5 minute quickie on scrambeld eggs with the twist of mango or chilli, the thai curry that is not thai curry, the hot cross buns that are not covered in butter but smokey peppered fish etc etc. They can even film their friends cooking their favourite dishes. I appreciate this can be time consuming but a short movie, which may not even need to focus on the face and kitchen, can be made relatively quickly. The key is for people to see the life behind the brand and to want to be part of it, to come and meet the folks who have created Mooli's and come up with cool ideas for quick suppers.

I can see the reviews right now:

"He may have hairy hands like Richard Keys or Teen Wolf, but let me tell you that man Sam can cook a mean scrambled eggs in 5 minutes." -Vogue

"He may look like a leftover from the 1960's ashram scene of Liverpool/India, but boy does he know how to rock my world with Tanzanian fish curry with an okra twist. Go try it." - Tatler

"With his sweet smile, cute dimples and little girl ponytail, I was shocked to see the way he butchered that piece of meat. But it was all worth it in the end for the Indian style carpaccio he created was simply heavenly. And so easy!" - Marie Claire

* Every Bengali I have met tells me that they are the artistic/cultural leaders of India. So that must be true.

we're here to stay

a few weeks ago, on a sunny Saturday, i found myself near Baker Street. after meeting a friend in Regents Park, i walked back towards my first flat in London on Melcombe Street. i remembered the German bakery Breaco which had opened opposite my flat - they made good fresh bread and did decent coffee. they also had some yummy mini croissants (which other cafes in London should do). mathew and i had coffee there last year - we had admired some of their furniture (a standing back rest in particular which we almost ended up having at mooli's).

as i got closer to my old flat, i suddenly had this sinking feeling that Breaco was no more. there was no light on and then i saw all the unopened mail and flyers under the door. game over. all over the city, whenever a place shuts down, there is all this unopened mail.

it's a tough business, this. lots of really good places shut down in London. i was amazed to find that recently Cafe Macondo in hoxton square had shut down. when we first moved into 50 Frith Street, quite a few locals reminded us that there had been 14 different restaurants in the last 10 years at 50 Frith Street. Mark and Gavin, two brothers who have had an office in Soho (above the Nando's) for 16 years said 'we don't know if you guys will make it'.

slowly, during a very cold London winter, we realised that while our location was good, it was definitely not great. only people in the business and locals know this. Soho has so many streets and so many different ways to walk that you can miss it. and the footfall isn't amazing on Frith Street (Old Compton Street on the other hand is a different story). we also learnt that marketing was pretty tricky. unless you get lucky with a big splash in the metro/timeout/evening standard or similar, you've got a big task ahead of you. Simon Woodroffe warned us about this before we launched, but you need to experience some quiet evenings to really understand how hard it can be.

in the last six months, we've had some incredible mooli evangelists. normal everyday customers who have made it their mission to spread the mooli, much in the same way converted appple folk go on about the mac (seriously my MacBook Pro is a joy. so much so that i think the Buddha rests as comfortably in the MacBook Pro as in the petals of a flower). you could see it in their eyes - they really wanted us to make it. so that they could have mooli's of course. 'It's really getting busier now,' they would happily say.

there are so many people and stories. Mark from Hill & Knowlton (not to be confused with other Mark earlier in the post) went to the trouble to design an e-flyer for us. Joce, MD of Rushes made sure mooli's were had at lots of screenings and evening drinks - she also wrote in with some kinds words: '..the personal service and passion for the business you show and have, makes Moolis a unique experience. You know the food is great and made with passion and integrity.' Rohit, our mooli champion of the first three months, made sure he brought ALL his friends to mooli's, one by one. the countless number of customers who helped us run free promos for our local offices and made sure their colleagues came in to try one ('you have to have a mooli' they say).

without our mooli evangelists, we'd have had no chance. so thank you.

on St. George's day last month, Mark and Gavin were blasting loud music from their office and Soho was alive. Donald from the Karaoke box (who is addicted to the paneer mooli) popped by and said 'No one else in this location has generated all this buzz. Everyone is talking about you guys - I went to the Curzon and they all had mooli's.' later that evening, Mark came by for a mooli, and told us that 'it looked like we were going to make it.'

yup, we're here to stay.