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