Little would have the creators of the wildly-popular show, Friends, anticipated that they would set a trend for a place like the supposed coffeehouse, ‘Central Perk’ in a quaint corner of Islamabad. But they did. With a local twist, of course. And real people.
Except that this inspired place is not a coffeehouse or a pub, but an up-and-coming café that prides itself over serving fresh and healthy food and juices. In an age of soda and shisha addictions, the café has been able to attract regular and round-the-clock traffic in a relatively short span of time.
The stylised interior packs in plethora of accessories, including the bright red painted bicycle. PHOTOS: HUMA CHOUDHARY
Brainchild of Izzah Ahmed, Juicy Gossip opened up in a bustling plaza of F-11 Markaz last year. Surrounded by corporate offices and located above a gym, it seems to have tapped into a market of regular, health-conscious clients. Packed during lunch and spaced between around dinner time, there is always something brewing at the café.
“We started off as a juice bar in Centaurus Mall and the plan was to overlap it with a health-bar café but since it would have been difficult to manage both, so we combined them into one,” she said. The cosy little café has a well-lit interior with bright décor and an all-around funky feel.
At a given hour, the place is abuzz with chatter, blaring music and the occasional whirring of grinder or clatter of plates. The stylised interior packs in plethora of accessories, including the bright red painted bicycle that hangs on one of the walls, perhaps reminiscent of the groovy, healthy philosophy.
“The mall was a different market. They had a concept and palate for non-sugar drinks,” said Ahmed. Middle of the year, the consumer took a turn and clients at the café would often ask for adding sugar or soda. Now the juices are served without additives but sugar can be added as per a client’s request. “Unlike other juice places, we don’t freeze fruits so everything you get here is fresh.”
Speaking about the café, she said, “The idea was that we serve grilled food such as paninis, sandwiches. Omelettes are made on grill and there is very little oil in them. Everything we do is on the grill. Sidelines include fresh salad and the only thing that is actually not healthy, are the fries.”
With a focus on fresh ingredients, the café has restricted itself to a basic menu and they work around its variations. Chicken and beef paninis, hunter-beef sandwiches and anda-shami burgers are listed as top-selling items. “I don’t over-mayonnaise anything, it’s the kind of food I’d want my family to have.”
Concoctions of fresh fruit juices can be customised according to one’s taste. The apple-pineapple-and-grape is a frothy, refreshing and tangy storm of flavors. “I’m getting my kind of clients — the people I’m comfortable with so we have a lot of personal interaction,” she said. As opposed to a hardcore detox centre, the café is all about enjoying clean, hygienic food in a casual, social setting.
“Our biggest challenge is our kitchen size,” said Ahmed, adding relocating the café to expand the space, would result in losing on a lot of her corporate clients. Because nothing is ever pre-cooked and there is limited space in the live kitchen, an order can even take up to 40 minutes. “But my regular clients seemed to have figured out that the way around that is that they call and place an order before coming in and they’re order is ready. We don’t compromise on quality,” said Ahmed.
For the upcoming winter season, she plans to introduce healthy soups. “People still don’t have a concept of healthy soups in Pakistan. It has no corn flour and involves fresh vegetables such as cucumbers, cabbages and carrots, etc in a water base.” She is also planning on expanding the outdoor seating by setting up more chairs, umbrellas, heaters and additional speakers.
Published in The Express Tribune, November 3rd, 2014.
Like Life & Style on Facebook, follow @ETLifeandStyle on Twitter for the latest in fashion, gossip and entertainment.