Noi Stir Fry is a super chic Pan Asian restaurant in Lahore, known for its authentic and delicious Pan Asian cuisine. The restaurant offers a sumptuous ambiance for its guests. Director Marketing- Noi and SAUTE, Anum Dar has been in the field of education and has worked for reputed organisations including LUMS and USAID before finding her true calling as a marketer in the service industry and as restaurant owner. TEdit chats with Anum Dar about her passion for running multiple restaurants in Lahore.
How did your journey with Noi Stir Fry begin?
NOI Stir Fry began in 2018 as a cloud kitchen when celebrity chef Mani Mirza founded the brand. Two years later we joined hands and rebranded it. That’s when NOI’s first retail outlet opened doors for the public in the heart of Lahore. Beginning with the Gulberg branch, Islamabad and then DHA Lahore, there has been no looking back.
You are expanding your business in Lahore and Islamabad. What challenges are you facing while establishing the business?
The main challenge is to find and retain skilled workforce but with more qualified resources adopting this profession we see a positive change. Another challenge is staying relevant which involves continuous process improvement research and brand building.
The food industry has a highly competitive market. How do your restaurants stand out?
We develop seasonal menus which involve extensive research and food fusion techniques to keep our customers engaged and fond of our cuisine.
Can you tell us about any emerging trends in the food industry?
Specialisation in cuisines is an emerging trend in Pakistan. Earlier there were limited options whereas now there are multiple branches of Pan-Asian food alone. There are too many options to choose from. The more we keep exploring the varieties, the more we become a mature food industry with a strong foundation.
Did you use some traditional recipes and local ingredients in cooking production?
Our recipes come from the chef maestro himself. We use all traditional and modern techniques to make our products best in the business with great attention to detail.
How did the pandemic affect your business?
We actually opened during peak Covid and thrived in it. It was a quandary but we’ve only come out stronger and more prepared than ever for any hurdle. The journey hasn’t been easy but great so far.
Can you tell us your favourite item from your menu?
There are many to choose from but I love Korean ne ne and wasabi prawns since day one. Nothing beats that!
How else do you spend your time when not supervising Noi?
Besides NOI and another restaurant, I manage my apparel entrepreneurial venture and make-up studio. On lucky days I love to travel and spend time with family - my safe space.
How important do you deem marketing for an emerging or established food brand like yours?
You could be doing all things right but without public visibility, brand image and placement on the business map, you might not get where you aim to be. Key to staying in the game is to bring innovation to styles of reaching out to your customers, listening to them and reaching out to them every day. That’s when you see the efforts translating in such a competitive market.
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