Beyond Fried Rice To Selling Speed, The Shallot Eatery Model
Inarguably amongst the three most patronized food joints in Tamale if not the first, Shallot Eatery is the name that comes to the mind of any tamale resident who has at least two months of residency.
A few people hold the view that Shallot Eatery does not serve the best Fried Rice in Tamale in terms of taste, to which I reserve my opinion. But if the number of customers served determines who is the best, I can bet my last pesewa that no restaurant would beat the Goliath to the top.
Selling between an estimated 450 packs on a low-sale day and 700 packs on a high-sale day, one can conclude that there is definitely something they are doing right.
A business model according to Peter S, Cohan is “a representation of consumer pain your startup chooses to relieve, why your solution works better than competing ones“. The Shallot Model operates mainly on Speed Of Delivery or Serving Speed as its pivotal point coupled with One-Meal-On-The-Menu for efficiency.
Speed Of Delivery
Order a plate of fried rice from any restaurant in Tamale and you are likely to spend not less than 20 minutes waiting for your meal. For the average hungry man on the move, waiting 20 minutes for the food to be served when your hunger is at a tipping point is just not an option.
On the flip side, however, Shallot serves a pack of rice, and garnishes and wraps the pack in approx 60 seconds with a 30-second margin of error. What this means is that a pack is served every 90seconds equal to 1 minute, 30 seconds. Awesome right, for a hungry man this can be likened to an SOS called answered. Exceptions occur though when one batch of food is exhausted and another batch is yet to be commissioned.
Many lovers of fast food in Tamale agree that Shallot is the real definition of fast food.
Flat Rate Billing
Another reason why the Shallot model takes the lead with speed is the fact that until recently, a pack of food costs GHS10.00 and that gives you a composite of all the elements in the serving.
This takes away the hustle time of asking how much of each component one is buying. Give and take in split seconds.
With all of these putting their business in the lead, unmatched customer service deals the kill shot! I am yet to hear a patron of Shallot’s Fried Rice complain of unsatisfactory customer service from any of their staff.
Well dressed smiling young ladies exchange packs of food for money through well-glazed windows which prevent customers from speaking into the food.
With one meal on their menu just like most international franchises, the Shallot Model Is Scalable, Efficient and can be replicated at any location as they wish.
If you have time on your hand, you could consider the 20-minute waits for your meal at Equally great restaurants around the city. But if speed is the lifeline, Let it be Shallot.
Abdul-Moomin Shahabdeen, Zaabuni Digital Media