We were advised that our low prices may scare the
discriminating customer away ... the one who wants
great quality and is willing to pay for it ... the low price
may imply low quality ingredients. I know that some
people may be fooled or impressed by a high price tag
that may - at times falsely - imply higher quality.
I had steak dinners consisting of a small cut of modest meat, a
couple of spoons of rice and a few veggies, in fact a spoon of
frozen carrots, peas and corn mix, served at large, fancy high
overhead restaurants for an average of $48 and here in town at
American chain restaurant for $28 to $32. I also had the same
modest steak meal for $65+ in 5-star hotel lounges ... certainly
the food didn't come close to Friends' !
As a matter fact, last month ... on my day off, I took my son to dinner (I refuse to cook on my day off!!) ... to one of those fancy and expensive restaurants ... the owner/chef who often comes to Friends for dinner, approached our table, and literally bowed with both arms and head down modestly and verbally, loudly, admitting in the centre of his restaurant, that his food comes second to Friends and that he wouldn't dare deny it. He, to my surprise admitted loudly in his own restaurant that he wouldn't dare claim that his food can be as great as Friends and that I am his idol chef. It felt great.
Of course, the other costs of operating a large place in an expensive location, and in some cases business attitude and plan will all make the difference in menu prices.
There are many restaurants that charge 5 times our prices for half our quality. They have high operating costs, a large facility downtown, several costly "hooters-type" waitresses and tuxedo waiters, too ambitious profit expectation ... etc. Understanding all this, enables us to do it for much less without absolutely any compromise to quality.
Here is another case we could brag about: The Chef of the most expensive restaurant in town, one that sells the steak dinner for 4 times what we sell it for, he dined at Friends recently. His relative is one of our evening part-time waitresses. After he had "Friends'" steak, he told me that he works at ..... 6 days a week and is free only on Saturdays, and he offered to assist me in the kitchen for 6 hours every Saturday FOR FREE. The reason is obvious, and of course I declined the offer with thanks! He wanted to know how I cook Friends' Egyptian & Africano beef and pork steaks!
Yes, we simply have great food and there is no way to be modest about it!
We purchase most of our grade "A" supplies from 2 nearby farms directly.
When I buy specific non-perishable items from restaurant suppliers, they still truly have to be quality material.
We understand the challenges
we face as a small restaurant
in a town with too many established restaurants.
We offer what some thought impossible: quality
and price at the same time. Even the steak, e.g. our beef steak, despite getting good and fresh farm deals, the cost of just the beef serving is in the $8+ a piece, not including costs associated with it such as travel & labour and obviously excluding overhead costs such as the server, other food ingredients served with it, the helper, cleaners, rent, hydro ...... you know! .. I know I needed not explain this, but someone asked the question, believe it or not! Our average steak is in the $18 range; and as I said, it is not the cheap $3 cut served by many others.
I studied the market .. on average, our menu represents you an average $5 to $10 savings on breakfast and lunch and $10 to $20 savings on dinner entrees. We are satisfied with a very modest profit margin, in fact, my calculations didn't take into account my time as an owner/operator/chef! Our average 2-course meal is in the $16 - $19 range .. almost the cost of a mall fast food meal! Our exotic entrees start at an average $10 extra.
My attitude is, at least I have offered myself a job even if it's to just keep my head above water for now. And it's a job I enjoy. I put in about 10 to 12+ hours a day as owner-operator (and yes, I love it) and this role has a lot to do with the ability to offer this quality at this price. This has helped the business to survive in today's tough market - specially this tough location where no other restaurant has survived before Friends, in fact 9 restaurants came and gone in 12 years none lasted over a year (except the son of the next door convenience store - mini supermarket; who of course had their support, something no one else to my knowledge and experience had in this location!!).
Friends is building its loyal supporting patrons and in fact we often have people drive from Parksville, Qualicum Beach, Lady Smith and far beyond for a meal or even just for our coffee.
So "Friends" is not a heavy traffic location, no foot traffic, just a small hidden corner place; but it attracts elegant diners from the corners of district.
Besides, operating "Friends" is something as I said I really enjoy .. meeting people and having good time creating an enjoyable environment .. sounds like sales talk but it is actually true.
.. It is also true that only those who enjoy what they do will succeed. At Friends you'll clearly feel a different spirit; a relaxed, cozy, casual and friendly environment. Don't be surprised to see some patrons talk to the server on a first name basis and even exchange the joke of the day. It's very casual around here!
We invite you to read the commentaries entered on the bottom of several pages of the menu. We meant every word. We also invite you to view the menu on line.
