In a country that cries out for investment and amid the global financial meltdown that has hit New York hard it would seem strange that local restaurant German’s would invest in a restaurant in the Big Apple – but that is exactly what it is doing.
For many years German’s Restaurant has provided delicious soups to Guyanese and tourists alike on home soil, but now they are planning to warm the tummies of those in New York, after securing financing of US$130,000 to open an outlet there.
The restaurant management is also undaunted by the economic downturn in their new market, the United States, even as one former Federal Reserve Banker official told this reporter in Manhattan recently that US consumers will likely take some four years to recover from the financial meltdown.
Managing Director Clinton Urling, of city eatery German’s Restaurant in Tiger Bay told Stabroek News that they have secured financing from Republic Bank (Guyana) Ltd for the venture and currently are in the process of choosing a location in Brooklyn, probably Church Avenue or Crown Heights. The ideal location this newspaper was told will be one in an area with a strong Caribbean presence and from, 800 to 1,500 square feet. Depending on the size there will be an express section for its soups and another for creole dishes and dining in. But if the space does not permit both sections there will be a separate express location for the soups and a dine-in location for creole dishes.
Once the location is identified and the paperwork is tied up Urling said ideally they will like to open the US outlet for Christmas but if this is not possible then early next year.
On a recent visit to the US, Urling said that during location hunting he visited several eateries in areas with a heavy concentration of Caribbean immigrants and noted that several places were up for rental and others were on sale, testimony to the economic climate. “For me still, I still see a great opportunity in New York,” he determinedly said.
“My product is not an expensive one,” he further added, emphasising that their plan is to “sell our product cheap” in a world class environment. Urling has no plans for promoting the ‘Mom and Pop’ or ‘Rum Shop’ physical environment, but to create a Starbucks-type setting. Even though he did admit that a competitive price last year would have been between US$8-US$10 per bowl, with the economic downturn, to be competitive in this current environment his soups will have to be between US$3 to US$6.
Nevertheless, he was still optimistic about being competitive at a higher price range, noting that “we might get away with a little extra price.” In this regard, the manager explained that they plan to double up on quantities and maintain consistent soup quality at home and abroad, so consumers in Guyana or in the US will be consuming the same soup. “The advantage is to keep our pricing low.”
Already German’s has a large following of overseas-based Guyanese and other Caricom nationals who fill its tables whenever they are in Guyana and it is betting on these committed followers to give their support to the US outlet.
Urling told Stabroek News that during his visit to Caribbean eateries in the US some patrons recognize him from their visit to the Tiger Bay location.
The varieties of its hallmark soups will be increased for the US outlet, to take advantage of the long winter months, and the managing director is confident that the soups will be a big hit since the “brand is recognizable.” There was also a lot of enthusiasm when persons on his visit to the US were told of the venture.
Its a serious risk, this one, but everyone loves a good soup once the price is right. Good luck German.
wish him luck, the only business which only a very , very , small percent survive.
in this economic melt down i think it will be more difficult.
That’s what business is about: taking a calculated risk and expecting a profit. Go for it, Urling! Vaya con Dios.
This is indeed risky.
Didn’t know such a place existed in Guyana. Can’t wait to try it in Brookly
Re: “Didn’t know such a place existed in Guyana”!!! Well, guess you did not know of a place in Guyana called – “Tiger Bay” too!
Kudos to Managing Director Clinton Urling and staff. And, can my company get in on the contract to provide the computer hardware and software to generate the menus, the budgeting. See ya all soon to get some “PEPPER POT” for CHRISTMAS…. ;-) :-$ :-$ :-D
trust me army i used to have that soup everyday cant wait for it to come to ny
I wish Clinton all the best. He is a young businessman who seems to have a smart and steady head on his shoulder. Only when we take risks we are able to see what lies beyond the wall of the unknown.
Good luck guys Dad/Mum will be proud of you the GERMAN Restaurant brand lives Today New York tomorrow London
where abouts in London u from mate?
Congrats. And after reading some of Mr. Urling’ s letter I think is is a smart guy. So hopefully, he has taken into consideration realistic assumptions in his business and marketing plans. Brooklyn is a ideal location for the business, it’s where the bulk of his target market is located.
An investment of US$130,000 for an eatery is a “lil thing”; it might a massive investment in Guyana. It’s a micro business out here and the investment risk is worth it…..good investment penetration strategy. So go for it guys and expand incrementally, you will get bigger. Best wishes!!!!
A very welcome development “German’s” Kindly hurry up your soups are missed by many in these United Snakes. I know for sure it will help quell the nostalgia one has of home. Well done. nice move & in time to come the benefits will be seen. I do hope you can bring as many of the ingredients as possible from home though. Some of the stuff even though they may look & smell the same. simply don’t taste the same.
It is the same, you just have to know how to put it together. If you faced the fireside when you were small, and help yu MaMa , yu woulda know how to make it rite. Nothing like some good cow foot , or beef soup, with plantain, cassava, eddoes, and ochro: Now and theh you can throw in a couple dumplin, You getting hungry, Wash down with some Mauby. Dont forget the Wiri Wiri.Good Luck German, I ate there in Tiger Bay in the 60’s, Good Food,People Must Eat, If the food good they will come back. Wait till you eat German Metem, with tuka tuka plantain, I bet your toes will wiggle as you eat. AGAIN GOOD LUCK< YOU”LL NEED IT.
Move this story to Business Section and bring the one with the drunk police here, or the one with the police’s illegal water connection, and you will have a very busy day.
Leo Rojo
http://www.guyanatabloid.com
Staroek News, you skin is very thick. I thought you would not post the comment above….so nice.
Macky’s personal attack on Sandhurst was not called for.
Leo Rojo
German makes a good cow hoof soup. Never tried hoofs, but some people say cow hoof soup is tasty. Americans don’t eat cow hoofs.. Please German, call the soup beef soup – not cow foot/hoof soup, or else mainstream American would not go for it.
Leo Rojo
Tabloid! Why don’t you read the article and understand ‘German’s’ target market. Aside, I think the business can find a niche very early because of its name brand.
In Antigua they call it “bull foot soup” Lol,I wish they would also consider bringing an outlet to the UK as well,I wish Clinton Urling all the best,good luck!
american eat from roap to soap,what are you talking about.they even eat pig feet.
I dont know about you, come to Florida, and I’ll show you the long lines for COW FOOT SOUP.When you eat it you lips stick together.So you keep licking your lips.
Cherrrriooo.
Tabloid!!! most of Brooklyn knows the taste of cow foot, and they love it. And another thing, most of Brooklyn is second and third generation Caribbean people and they Love Caribbean food, even the whites, spanish, chinese, russian, where ever they come from as long as you live in Brooklyn you eat cow foot and ox tail.
Congrats German!!! Brooklyn awaits you and the famous soup. The country may be in a financial meltdown, but the soup will still have long lines.