Press Pack 2014
Transcrição
Press Pack 2014
Press Pack 2014 Cyrus & Pervin Todiwala break new ground with their latest labour of love... Assado is the new restaurant from acclaimed chef Cyrus Todiwala OBE DL, which opened on 1st March 2014. Cyrus’ recent BBC series The Incredible Spice Men aimed to re-awaken the British population’s fascination with and use of exotic spices. Having succeeded in this ambition, the time was right for Cyrus and Pervin to start a new venture, drawing on the Portuguese voyage of discovery, a source of inspiration for the ever-curious, imaginative chef. Cyrus Todiwala heads for a new frontier... With London now an established hub of international gastronomy, Cyrus has been keeping his finger on the pulse, as always. Chef Cyrus has created a culinary ethos for Assado based on his experiments with various cultural influences. By blending the spices and flavours of India with the culinary influences of Portugal, Cyrus has discovered a formula that is sure to attract food lovers from across the world. With Portuguese influences on traditional Goan food, Assado breaks the mould in fusion cuisine. This should not be mistaken for a Portuguese restaurant. ‘Assado will be a new take on ‘East meets West’. Not many people realise that the Portuguese explorers were the first to experiment with spices such as cinnamon, pepper, cloves and nutmeg. The world woke up to new flavours because the Portuguese shared with Europeans what they’d discovered in places like Asia, Africa and the Americas. But they also influenced local cuisines in the territories that they discovered, and so you will find the food in Goa is very much influenced by Portuguese cuisine.’ Cyrus Todiwala on Assado’s world cuisine I. The concept In the shadow of historic London a culinary journey unfolds... Having travelled across the world, Cyrus Todiwala was struck by the pallet of intense flavours he discovered. He found a natural correlation between Portuguese flavours and those of Goan heritage and is determined to share this passion with the British public. Assado is the first of its kind, offering a prime casual dining experience with freshly made food that can also be enjoyed in the office, at home or as the perfect supper. Foodies will detect flavours and spices incorporated from Cyrus’ extensive background and catalogue of experience in Indian cuisine. Diners can expect freshly prepared ‘naanwiches’ with a selection of various toppings, Goan style pulled pork Assado, Peri-Peri Chicken and much more. ‘Assado will be offering a new concept in world cuisine in that the dishes will combine the flavours of Goa with the kind of food Portugal gave the world, in fresh ways. Remember, the Portuguese were everywhere from Mexico to Brazil to the East Indies, which includes Southeast Asia and the Sub-Continent. To be able to take these complex influences and put them all together without compromising my integrity as an Indian chef is a real challenge but also a dream come true for me.’ Cyrus on Assado The ability to walk in and dine is essential to Assado’s concept of prime casual dining. Eat-in diners can relish the rustic Portuguese atmosphere with quality food in a charming setting. Cyrus passionately believes that casual dining shouldn’t mean compromising on the standard and quality of meals. “I want to introduce the people who live, work or pass through the Waterloo area to a new relationship with food on-the-go. People shouldn’t have to choose between eating in a hurry or eating good quality food – I am committed to both. Assado brings freedom and quality back to restaurants and gives people another way of dining that doesn’t mean compromise.” Cyrus Todiwala on Assado’s food on the go The authentic ingredients used by Chef Cyrus are key in creating Assado’s delicious meals. Cyrus and his chefs source all of their ingredients from the very best suppliers in Portugal and Britain, to ensure the highest possible standards and flavours that are faithful to their roots. Open from lunch through to dinner, 7 days a week, Assado has everything a customer could possibly want, whenever they want it. For those in search of something new comes a truly global cuisine, rediscovered. Assado is the Portuguese word meaning ‘Roast’. It is also the word for a slow-roasted pork loin and is a traditional Portuguese dish. At the heart of the restaurant, the Assado will be available on both the restaurant and the ‘Grab ‘n’ Go’ menus. II. Four concepts, one great space Menu... Diners can enjoy the full Assado dining experience from 11am each day. Assado will serve the best Goan Portuguese dishes not yet seen on menus outside of Goa. Enjoy a choice of tapas dishes including the braised Octopus, marinated anchovy fillets and spiced roasted vegetables and coconut in a puff pastry. Alongside the hot dishes, Assado also offers fresh sandwiches, ‘naanwiches’ and wraps. All served with authentic and fresh Portuguese preserved meats such as Chorizo and Pata Negra. Why stop there – diners can appreciate the best of British meats with the Charcuterie selection. Assado’s signature dishes are the Goan styled pulled pork Assado and Chargrilled, peri-peri, pepper and garlic marinated chicken. The menu will evolve as the restaurant grows and ingredients change according to what’s in season. Specials will be available on an ad hoc basis, depending on calendar events. The refreshing space plays host to an energetic offering including: • • • • A deli counter – showcasing and serving the wide choice of delicatessen specialities Open planned kitchen – this will house woks, Kamado grill and wood-burning ovens A bar serving a wide range of drinks – wines, spirits, ports and cocktails A ready meals counter for people to pick up freshly prepared pre-packed food that they can enjoy in the comfort of their homes or in the office – launching Summer 2014 The history that led to world cuisine and Assado... The Portuguese were amongst the first to experiment with cinnamon, pepper, cloves and nutmeg. Portuguese explorers sailed the world in the 15th and 16th centuries, discovering and mapping coasts of Africa, Asia and Brazil, in what later became known as the Age of Discovery. The Portuguese then started a maritime route from Portugal to India in 1498. Pursuing their desire to discover the world, they reached the shores of every continent, trailing from Brazil to Macau. Leaving three explorers in Calicut in 1498 to establish a trading post, the Portuguese took the first steps that later lead to their influence in world cuisine. In the 15th century the Portuguese discoverers returned home with nuts, plants and exotic fruits found on their travels in Brazil, India and Africa. This led Portuguese food to become the flavoursome and exotic taste that we have grown to love. The world is indebted to the Portuguese for introducing an adventurous flavour palate to food. The menus across the globe would be much duller without the spices, ingredients and foods circulated by the Portuguese. The preservation of meats is one of Portugal’s most important contributions to the culinary world. Despite all of the influences Portugal has passed on to other cuisines, this has gone largely unnoticed. Assado aims to highlight the invaluable contributions of Portuguese food to the world through the celebration of its cuisine. III. Cyrus Todiwala OBE DL “One of Portugal’s most important contributions to the world has been the preservation of meats, an art they mastered very early on, thanks to their expeditions. And yet despite it all, their contribution to the world has been downplayed and underrated for centuries. Assado endeavours to acknowledge Portugal’s invaluable contribution to the world through the celebration of its cuisine.” Cyrus on Portugal Celebrated chef and co-owner with Pervin Todiwala of Assado, Cyrus Todiwala is renowned worldwide for his original, refined and delicately spiced recipes. Cyrus was instrumental in bringing Indian cuisine to a new audience in Britain using a distinctive approach of relaxed yet distinguished settings, sophisticated flavours and a service that is second-to-none. Cyrus Todiwala grew up in India, where he trained as a chef working for many years as the executive chef at the Taj Group of Hotels based in Goa. After enjoying much success, Cyrus moved to the UK to start his own business. Along with his much loved restaurants, Cyrus is also the author of five recipe books, ‘International Cuisine: India’, ‘Café Spice Namaste: New Wave Indian Cuisine’, ‘Indian Summer’, ‘The Incredible Spicemen’ (with Tony Singh as co-author and shortlisted for a 2013 Specsavers National Book Award) and ‘Mr Todiwala’s Bombay’ (shortlisted for a 2013 World Food Cookbook of the Year Award). Three of Cyrus’ books have been published over the last three years alone and he is a regular face on television and the star of food festivals and exhibitions. Adding to his long list of achievements, Cyrus was awarded an MBE and an OBE for his contribution to both education and training and the hospitality industry. Cyrus Todiwala also had the pleasure of cooking for Her Majesty The Queen and Prince Phillip during the Diamond Jubilee celebrations. Since 2012, he has been a Deputy Lieutenant of Greater London. He has received a Craft Guild of Chefs Special Award and is a Fellow of the Royal Academy of Culinary Arts and the Master Chefs of Great Britain. Cyrus Todiwala likes to be very hands on in all of his projects; however, he still finds the time to give back to the community. Most recently, he launched The Asian Junior Chefs Challenge (now called Zest Quest Asia) to attract aspiring British chefs into careers in Asian cuisine. His entrepreneurial ambition would not have been possible without the critical input and business acumen of his wife, Pervin Todiwala. Together they now successfully run three restaurants, Café Spice Namaste, The Park Café and Mr Todiwala’s Kitchen, the signature restaurant at the Hilton London Heathrow T5. They live in the UK and have two sons. IV. Pervin Todiwala Pervin Todiwala is a trained chef and full-time restaurateur and the co-founder of Café Spice Namaste, Mr Todiwala’s Kitchen and The Park Café. She is an Honorary Member of Les Dames d’Escoffier International, a ‘worldwide philanthropic society of professional women leaders in the fields of food, fine beverage and hospitality’. Pervin’s entrepreneurial spirit and status as a role model for other women have been recognised by The International Alliance for Women (TIAW) which awarded her a prestigious TIAW 100 World of Difference accolade in 2013 – she is the only full-time restaurateur to be awarded the distinction since the awards began. Pervin is the driving force behind Cyrus and the Todiwala family, having managed to inspire and support her husband in business whilst raising their family. The role of Operations Director at Assado is her newest challenge. Assado is the Todiwalas’ fourth and newest restaurant opened in March 2014. It is the first venture of its kind for Cyrus and Pervin because of its unique synthesis of Goan, Portuguese and Portuguese-influenced world cuisines. “I am extremely excited about Assado, as this is challenging food boundaries. I am determined too that food aside, Assado should offer a wonderful customer experience, with the best service possible.” Pervin Todiwala V. In the footsteps of adventures... ...food fit for conquerors and exploers With the quality of a fine-dining restaurant but the convenience of a deli, Assado will not be the preserve of the well-heeled. Cyrus expects the menu, ambiance and location to contribute to an eclectic clientele, including: • • • • • • • Commuters travelling via Waterloo Rail and Underground stations Students at the University Campus based in Waterloo Tourists Locals in the Lambeth Borough Theatre-goers Londoners Professionals working in Lambeth “I anticipate that passing trade will contribute to our clientele but that Assado will become a destination in itself – a byword for exceptional food that can be eaten on the move, which is something that Londoners, tourists and commuters want and need.” Cyrus Todiwala on Assado When dining in the Waterloo area, Assado promises to quickly establish itself as the best local eatery. Young or old, Assado has a dish for everyone and customers can expect quick, reliable service and most importantly, deliciously appetising food. VI. The location Why Waterloo... location, location, location With 55,000 locals, Assado is sure to be a popular addition to Waterloo’s buzzing cultural scene. Located in the heart of one of London’s most visited areas Assado is at: 157 Waterloo Road, Lambeth, London SE1 8XA Landmarks London is world famous for its landmarks, with many situated around the Waterloo area. Assado is just a short distance from much loved tourist attractions such as the London Eye, Imperial War Museum, London South Bank, Royal Festival Hall, River Thames and the BFI IMAX Cinema. Assado is in the ideal location for tourists to pop in, have lunch and rest for a while before heading off to the next stop on the tour. Nightlife As if having some of London best landmarks on Assado’s door steps wasn’t enough, Waterloo is also known for its theatres. Located two doors away from The Old Vic Theatre, Assado is perfect for those who want to have a quick dinner before a performance. For those staying out later, Assado is open every day until 11:00pm, ready to serve at any time. VII. Assado’s interior The inspiration behind the interior decoration... The interior design is based on the rustic Portuguese style that Cyrus saw on his travels. The décor is traditionally Portuguese with the use of mosaic tiles and blue cobalt, yellow and Mediterranean colour schemes throughout. With a nod towards the fusion concept that is essential to Assado, the front of the restaurant has a floor to ceiling glass incorporating modern London with the rustic atmosphere inside. Assado has four areas crafted to make dining effortless. A deli counter will serve freshly made delicatessen, while the open-planned kitchen will showcase meals being prepared from the very best of ingredients. The ‘food on the go’ counter will be available for customers to pick up their pre-prepared meals to enjoy in a location of their choosing. The bar serves a variety of beverages including, wine, spirits and cocktails with Brazilian and Portuguese influences. Beyond the kitchen and deli area, customers will find the rustic Portuguese dining room. The space is open to allow fluidity of movement between the deli/kitchen and dining areas. The dining area has been designed to be simple and casual, giving the customer the freedom of choice. VIII. Media relations & social media expertise The launch of Assado is being managed by Clementine Communications, a PR agency based in South West London specialising in leading food, drink and lifestyle brands. “I am very pleased that Clementine Communications is handling the launch of my newest restaurant, Assado. This project is very dear to Pervin and me, as it showcases an entirely new concept in world food. My experience of working with Clementine Communications suggests they are perfectly placed to help establish Assado as a leading London destination. Through the years, Clementine has proved to be loyal and imaginative partners, with a solid track record in the luxury food industry. We trust their professionalism, international outlook and style to perfectly complement our new venture.” Cyrus Todiwala on Clementine Communications Clementine Communications has launched the PR and social media campaign for the restaurant. Facebook and Twitter pages have been created for Assado – aimed at the target audience with a view to increase awareness of Assado. Clementine has used social media to reveal sneak peeks of the restaurant in the run up to the opening. Posts will also include new menu announcements, images of the food and news from Cyrus. Twitter and Facebook is the perfect platform to engage with Assado’s customers whether liking, retweeting, favouriting or commenting on content, Clementine aim to take part in the conversation taking place online. In addition to the ongoing social media and PR campaign, Cyrus has hosted a number of tasting sessions at Assado from February 2014 for invited press. Clementine Communications is organising an official launch party for Assado following the opening on 11th March 2014. Members of the press, bloggers, suppliers and Cyrus and Pervin Todiwala are amongst the guests invited. For more information on these events or any other queries please contact Clementine Communications. The PR for Assado is managed by For more information please contact Clementine Communications - 020 7471 8730 Clemence de Crecy - Managing Director [email protected] Shenique Edwards - Account Executive [email protected] Notes to Editors Assado is the Todiwalas’ fourth and newest restaurant opened in March 2014, following Café Spice Namaste, The Park Café and Mr Todiwala’s Kitchen, the signature restaurant at the Hilton London Heathrow T5. • • • • • • • • • • • Assado is the Portuguese word meaning ‘Roast’ The restaurant opened its doors in March 2014 Price – Dishes range from £3.25 to £15.00 Grab & Go takeaway is available from £2.95 to £9.95 daily Lunch menu comprises of lunch platter or veggie platter at £9.95 Pre-theatre menu is served from 3:30pm to 6:30pm daily at £17.50 for 2 courses or £23 for 3 courses with a glass of wine Seating capacity: 108 people Twitter: @assadowaterloo Facebook.com/assadowaterloo Opening Hours: 11:00am - 11:00pm, 7 days a week Address: 157 Waterloo Road, Lambeth, SE1 8XA