Hop on pop-up restaurant bandwagon

Culinary enthusiasts Imtisal Zafar and Misha Rehman introduce concept in Pakistan with ‘Nom Nom’

LAHORE:

The restaurant landscape of Lahore has become more heterogeneous over the past few years. With Lahoris having an intrinsic penchant for good food, the market has become saturated with latest food and restaurant trends. A food fad that has been popular across the world and is set to make its way to Pakistan is the pop-up restaurant. Culinary enthusiasts Imtisal Zafar and Misha Rehman are gearing up to introduce the concept by taking over Chameleon at Royal Palm with a pop-up named Nom Nom from November 6 to November 8.

“The response has been so great that we’re considering adding another day,” said Imtisal, adding that they’re already fully booked for the three days. The organisers are expecting 90 to 100 guests each night, but mainly friends and friends of friends as the event hasn’t been publicised.





Young professionals such as him and Misha are attempting to break into the food business by taking the pop-up route prior to opening a brick-and-mortar restaurant. Pop-ups of this nature also allow upcoming chefs to build their brand and highlight their creativity without necessarily being tied down by a restaurant.

The one-time food experience is a cost-effective medium, often serving as a launch pad for a full-fledged dining space. “Opening a restaurant requires a lot of investment and is extremely time-consuming. With nine out of 10 restaurants failing in their first year, we’re taking the safe route from the monetary perspective,” explains Imtisal.



The partner duo have taken culinary courses around the world, with Imtisal taking two in Bangkok and Tuscany, and Misha learning the ropes of the business in Paris and London. Since pop-up restaurants are meant to be one-time food events that offer something different to the diners, they’ve created a menu with an interesting mix of Asian and European cuisine.

Their one-page menu features authentic Thai food, such as pad Thai, green curry and tom yum goong. From the European palate, they’ll offer foods, such as Italian pizzas and beef wellington. The ingredients are local along with some that are being sourced from Thailand. “Our cheese is being created by a local boutique vendor and we’re currently in the process of testing it,” shared Imtisal.

On whether or not it was difficult to sell his idea to the restaurant and sponsors, he stated, “They were very eager to be a part of something food-related.” The duo wants to cater to the experiential diner, who not only craves an amazing meal but also a new and stimulating dining experience.



Pop-up dining events usually attract guests who are willing to pay extra for a unique dining experience as they consider it just as wholesome as a concert or a cricket match. “Our prices are not cheap. They’re equivalent to those of a high-end restaurant,” said Imtisal. If this turns out to be a success, they’re planning on opening a pop-up over Christmas Eve this year. “[The next pop-up will] possibly be at the same venue and with the same formula, but with a different setting and menu,” he added.

Published in The Express Tribune, November 2^nd, 2015.

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