Velveteen Valentine
Maha Jawed’s red velvet cake will tantalise your senses - the newest kid on the patisserie block.
KARACHI:
Ever seen a red so deep and seductive that you find yourself intrigued by its very texture? Look no further because Maha Jawed’s red velvet cake will tantalise your senses - the newest kid on the patisserie block.
In an exclusive interview with Maha Jawed, The Express Tribune gets up close and personal with the owner of Fatso’s unveiling the concept behind her business, her inspiration and her take on the current commercial nature of restaurants these days. It has been three months since the professionally trained chef has plunged into the catering business and Jawed has already managed to win over a sturdy line up of clients with her exquisite menu and her original take on various cuisines.
How did you get into the business of food?
I came back from Istanbul and was dreading coming back home. I wanted to work in a restaurant but then out of necessity, I decided to start my own catering-it was the best way to start because it didn’t require too much investment.
Who has been an inspiration to you in the culinary world?
Pierre Gagnaire, he’s a French chef and I absolutely love his cooking style. I strive to cook like him.
Have your received professional training in cooking?
Well, I was trained for three months at 360 in Istanbul and that was an amazing experience. 360 is one of the most happening places in Istanbul.
I also went to Le Cordon Bleu on full scholarship and got myself certified.
What kind of cuisines do you specialise in?
It’s interesting, I went on scholarship and learnt cuisine, not pattisserie. Here I am baking day in and day out! Ideally, I wanted to do French food but people in Pakistan are so hospitable that they cater to more than one type on their events and so keeping that in mind, I included French, Thai, Pakistani and included a ‘pick and mix’ section.
Why haven’t you set up your outlet yet?
I don’t have that kind of money right now, and it’s a huge commitment. You need to install a running management, have staff and get funds.
What do you think of the rising home-based cupcake businesses?
Honestly, I don’t think too much about them, I haven’t even tried most of them. Also, the use of fondant really upsets me, hats off for fondant and detail but it has no taste.
What has been your marketing strategy thus far?
Well I started on Facebook but a more personalised website is on it’s way. I would definitely like to have a stall in some gala or a fundraiser.
What is the one ingredient you can’t live without?
In cakes, it’s definitely good butter and apart from that, I do not sacrifice on healthy olive oil.
Ever thought of training others or opening an academy?
I have been thinking about this for a while now for a simple reason that when I wanted to learn, there was no proper institute to turn to.
How do you intend to make your Valentine creations stand out?
Nothing out of the box, I use red roses generally so I’ll stick to them. Its more customers based, I will dress my food up for them but using artificial stuff is just not my cup of tea.
You have a wide range of desserts, why did you decide to only supply the Red Velvet cake to Espresso?
It was a very thought out decision on my part, I decided to stick with Red Velvet because there is no other place that does it and the people that do make a mockery out of it.
What are your future plans?
I want to expand to a little bakery. But I want it to be a natural transition, not something I jump into unprepared.
What made you come up with the name Fatso’s?
The name is very close to my heart. Four or five years ago, I was making burgers for my friends and everyone encouraged me to open a burger joint and then it was decided we would open Fatso’s Deli but that didn’t happen. So I decided way before that I would give any business I setup this name.
Published in The Express Tribune, February 14th, 2011.
Ever seen a red so deep and seductive that you find yourself intrigued by its very texture? Look no further because Maha Jawed’s red velvet cake will tantalise your senses - the newest kid on the patisserie block.
In an exclusive interview with Maha Jawed, The Express Tribune gets up close and personal with the owner of Fatso’s unveiling the concept behind her business, her inspiration and her take on the current commercial nature of restaurants these days. It has been three months since the professionally trained chef has plunged into the catering business and Jawed has already managed to win over a sturdy line up of clients with her exquisite menu and her original take on various cuisines.
How did you get into the business of food?
I came back from Istanbul and was dreading coming back home. I wanted to work in a restaurant but then out of necessity, I decided to start my own catering-it was the best way to start because it didn’t require too much investment.
Who has been an inspiration to you in the culinary world?
Pierre Gagnaire, he’s a French chef and I absolutely love his cooking style. I strive to cook like him.
Have your received professional training in cooking?
Well, I was trained for three months at 360 in Istanbul and that was an amazing experience. 360 is one of the most happening places in Istanbul.
I also went to Le Cordon Bleu on full scholarship and got myself certified.
What kind of cuisines do you specialise in?
It’s interesting, I went on scholarship and learnt cuisine, not pattisserie. Here I am baking day in and day out! Ideally, I wanted to do French food but people in Pakistan are so hospitable that they cater to more than one type on their events and so keeping that in mind, I included French, Thai, Pakistani and included a ‘pick and mix’ section.
Why haven’t you set up your outlet yet?
I don’t have that kind of money right now, and it’s a huge commitment. You need to install a running management, have staff and get funds.
What do you think of the rising home-based cupcake businesses?
Honestly, I don’t think too much about them, I haven’t even tried most of them. Also, the use of fondant really upsets me, hats off for fondant and detail but it has no taste.
What has been your marketing strategy thus far?
Well I started on Facebook but a more personalised website is on it’s way. I would definitely like to have a stall in some gala or a fundraiser.
What is the one ingredient you can’t live without?
In cakes, it’s definitely good butter and apart from that, I do not sacrifice on healthy olive oil.
Ever thought of training others or opening an academy?
I have been thinking about this for a while now for a simple reason that when I wanted to learn, there was no proper institute to turn to.
How do you intend to make your Valentine creations stand out?
Nothing out of the box, I use red roses generally so I’ll stick to them. Its more customers based, I will dress my food up for them but using artificial stuff is just not my cup of tea.
You have a wide range of desserts, why did you decide to only supply the Red Velvet cake to Espresso?
It was a very thought out decision on my part, I decided to stick with Red Velvet because there is no other place that does it and the people that do make a mockery out of it.
What are your future plans?
I want to expand to a little bakery. But I want it to be a natural transition, not something I jump into unprepared.
What made you come up with the name Fatso’s?
The name is very close to my heart. Four or five years ago, I was making burgers for my friends and everyone encouraged me to open a burger joint and then it was decided we would open Fatso’s Deli but that didn’t happen. So I decided way before that I would give any business I setup this name.
Published in The Express Tribune, February 14th, 2011.