On this day — Sangeetha Ghee Roast and Indian Retail Food Industry

Following incident happened today on (11th October, 2016). Unusually I wanted to have a long Ghee Roast with Unlimited sambar in Sangeetha restaurant Chennai. I was unable to pick a friend to accompany for dinner. I decided to walk-in alone.

Many times I have passed by this place and seen a huge crowd waiting. I decided to take bike to kill the traffic and to get a comfortable parking space. OMG! Even bike parking was full. Parked on the road and walked in.

It was a huge queue waiting to enter i.e., 50 to 100 people. I did not see this long queue even on the day of election. None, was ready to leave people where waiting for more than an hour.

Been alone! I tried to find an influential guy and skip the queue. In random spoke to Valet parking guy ‘What is this? I never seen a crowd like this in any place. How am I gonna find a seat in this long queue?’. Guy replied you have to wait people wait for hours. If you want table for large count of people you have to wait for longer time. I said I am alone. He was positive that I will get seat in 10 mins. Wow! Get me one. Guy asked me to register with security next to manager for single seat.

Blown way! ‘For one seat should I make a reservation ? Ok, I am leaving will find other restaurant’. I expected him to give preference but to my surprise he suggested few restaurants in and around that place. Better than Four square Suggestion. I found none of my trick is working and decided to wait. Already 50+ people waiting outside, more number of cars entering with big family. I ran to register my name with the guard.

I went near guard and whispered next to his ear ‘Anna naan oruthan(single) than, pathu anupi vidungana’ he politely replied Yes sir! you name?. OMG! Should I reserve for a single seat? Yes sir. People are waiting. Ok! I’m Ganesh — seat for one.

Waited observed things happening around. A child was looking through the glass wall into the restaurant. After few minutes he cried out in hunger, frustrated mom walked to the guard and yelled at him mentioning that she is been waiting for 45 mins and her son is crying. Security was like yes madam wait for 10 more minutes.

Why? Can’t these parent take her child to other restaurant where they could have fed him an hour back? Why children are victim parents choice and why parent always choose to child what is best? or what is difficult?

Next! Security called out a name telling — 8 seats. This man rushed having a baby on his shoulder like Usain bolt towards the guard. Manager mentioned that he has only 6 seats. Can two in your family sit else where? He said ok! for everything. Eight of us will adjust in place of six, we are lean only. What the fcuk! I never seen Indians this co operative or tolerable. He entered with a sign of victory on his face.

Now, a guy walks out after a full course dinner and bombastically showed off to his family and crowd that he was strategic to reach restaurant by 8pm to avoid this waiting and crowd. Now I looked at my watch it was 10pm. I was like Dei! Appadi enna da ulla panreenga ?. 2hrs for dinner.

20 mins Passed! Security Calls! GANESH — Single!. I was embarrassed. How come this guy know i am single?. I had an advantage! I got seat in 20 mins! Gave a pompous walk with an attitude. I expected I will hit on a gorgeous single girl like what we see in english sitcom. Come on! It is Sangeethas! not MacLaren’s Pub. It was a table for 4. Two other Gentleman joined me. We greeted each other.

Waiter came! I Ordered Long ghee roast! He was like 3 feet dosa for you? No! short ghee roast. 1.5 feet ah! yes! whatever. Hunger started to grow exponentially from time the time order was placed.

Gentleman opposite to me ordered a plain dosa and coffee. I was judgemental. Stingy! Can’t he have ghee roast like me. This guy got plain dosa in 3 mins. I was waiting for long ghee roast for 15 mins later understood this guys strategy. Lesson learn ‘In a crowded restaurant when you are hungry order the simplest dish’.

During this 20 mins, I observed following things. More than 100 people sitting and eating, more than 50+ people waiting outside. Four TV’s placed on walls promoting choice of starters and desserts. I felt tempted to order ‘Honey chilly potato’ later decided not to get carried away by the image and waited for roast.

Too my surprise! that guy who entered with the baby caught my eyes again. He was jumping and walking across all tables counting ‘1..2..3..ding ding’ to soothe his child from crying. He crossed my table twice. Why can’t they take these toddlers to a place where there is less crowd, where they don’t feel strange and cry. He was not enjoying the food nor his child was enjoying the place.

On many tables people where squeezing to fit themselves. I understood it is a family table! Ah ah.

Ok! Now my long roast came after 20 mins. He placed a cone shaped dosa over long 1.5 foot. I didn’t complain but disappointed. It’s ok! Will try foot dosa next time. Now, I picked up a talk with those gentle man sitting opposite congratulating them on their strategic thinking plain dosa over ghee long roast. And they placed order for coffee when I received mine. They gave smile and told. Bhai! We are regular customers here! What? Oh you eat daily here? It is costly man. Yes, We live in Mylapore we drive everyday after 9 30 here for dinner. It is always crowded so I prefer plain dosa. I was skeptic! he is lying. I shut my mouth and ordered two cups of Sambar. Chutney of three colour orange(chilli), white(coconut) and green(pudhina).

When my dosa was done. Waiter asked whether I wanted anything else? I asked for mini coffee. He said they have only large coffee. Ok! Get me the bill. Gentle man opposite to me suggested to have coffee it is tastes good here. I Got bill for dosa. Now “FOMO — Fear of missing out” started to act upon me. Ok! I will buy coffee. Gentleman called waiter and asked for a coffee stating that he suggested Sangeetha’s coffee for me. Waiter told me that Gentle man comes daily and he loves Sangeetha’s coffee. Now I trust this guy. He comes regularly here. Why should come he come regularly here?

Waited for a coffee! He asked me what am I doing? I mentioned Software Engineer. Blah! Blah!. He mentioned he is a Pawn Broker. He was like it is better to opt job now a days over the business. Business is not scaling and almost all my large business are attracted by the bank at lower rate of interest only small deals are coming to me. Oh! is it? My mind voice was like when bigger players grab all the bigger deal smaller players suffer. I analogised using this restaurant example. See 150 people waiting for food here, other small shops waiting for 10 customers what a shit this is?. He agreed yes bigger player grabs everything.

It was a cool meet! We did not even take a selfie. He told me anytime any day you come to this restaurant at 9 30pm to 10 30 pm I will be here. We will meet some other day again. It was quite positive. He mentioned is name some ‘Padam or something’ I forgot. Probably catch up with him next time.

Ordering online is a simpler task, but you never get a chance to meet these guys online. It was one hell of a night! I remember. Why don’t these VC’s invest on food chain restaurant over the on-demand food delivery guys?. This is really a promising market. Nyc Dinner it was!. Costed me Rs.130. #Just as memories