News on a plate

Dubai cafeteria owner feeds customers' hunger for information

With a personal newsletter to all his customers Peter Souri Raj wishes to remind his customers of his Midnight Cafeteria in Karama. And Raj himself pens the material for this Eater's Digest, of course with a little help from his wife.

"So far we have about 4,000 customers in our database and all of them get a copy signed by me," says Raj.

"I started this newsletter because I like writing. I wanted to relate to my customers on a more personal level and at the same time wanted them to remember the cafeteria whenever they saw the newsletter," he added.

"In the beginning I would print them on my computer in the restaurant itself. But now our customers have grown in number so I have the newsletter printed," he added. Even then, the scribbling is done exclusively by the Raj couple.

Narrating funny incidents about his staff or happenings at the restaurant, Raj attempts to make the newsletter as light-hearted as possible. At times there is also a dig at some of his customers. The serious side of this Digest includes simple household tips from the author (achieved through experience), or borrowed from magazines or books.

"In my bachelor days, I used to bring out the newsletter every month. But with an increase in responsibility, I can manage it only quarterly now," confesses Raj.

Does it help Raj promote his business? Yes, his customers seem to enjoy the tidbits and many of them give him feedback on previous issues. "It has been seven years now that I have been doing this and its popularity has only risen," remarked Raj.

There have been some customers who did not want junk mail of this sort. And Raj respects their wishes.

Does the newsletter not prove a drain on his pocket? It does. "Getting them printed and posted does cost," he informed. "But the fun involved, happiness gained and the benefits obtained far outweigh all the pinches" pointed out the enthusiastic restaurateur.