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.
