How is Deja’s menu different from what other cafes are offering?
Our food reflects our ethos; love local. I wanted to create a menu that was comprised of a variety of local ingredients, proving that the local food industry is at par with imported products, in turn supporting it and designing a menu that was “made for the people, by the people.”
What inspired you to establish Deja?
I wanted to create a space where everybody could enjoy delicious, wholesome food in the company of their loved ones, conceptualising the ideology, “good food good people”, which sits at the core of this establishment.
How has Pakistan changed in terms of spending and eating out?
Eating out has, perhaps, become the most popular activity in this country, with people of all types of social backgrounds flocking to restaurants as their primary source of enjoyment. The restaurant industry doesn’t seem to be dying out anytime soon, however, this is not to say that all eateries make it big. It’s tough competition out there and the consumer market is becoming more aware of the type of food, quality and value for money they’re getting.
In your opinion what differentiates Lahore and Karachi in terms of taste and food?
The two cities can be likened to two different palettes. I feel like Lahoris in general, lean towards desi and comfort food and are somewhat reluctant to try something new. Karachi on the other hand, experiments with food, has various cuisines you can try out and caters to a more refined palette.
What trends do you see shaping the food and beverage market in 2020?
A major shift towards local products which means we’ll hopefully get to see some interesting concoctions.
What is the secret behind sustaining a cafe?
Hard work, dedication, and passion. Opening a café is akin to a relationship, you need to fully commit to it, and constantly change and evolve according to its needs.
What continues to motivate or inspire you in coming up with a new idea for your cafe?
I derive my motivation from satisfied customers. When I see them enjoying the food I labour over, it inspires me to get creative and serve up something new and different each time.
What is your least favourite culinary trend?
It would have to be dry ice! It’s everywhere!
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