Vallesi remarks: “We’re not interested in making big bucks in a couple of years — we are looking at the sustainability of the business and the only way you can do that is with regular customers and to exceed their expectations, drop your margin and make them feel they are getting more for what they pay. Then they feel like they want to come back, and we want them to come back two or three times a week.”
Gillespie confirms however, that he and Vallesi won’t make the mistake of becoming more affordable by dropping the quality of the product. as this would not be in keeping with what they want to create.
“To give you an example, if you come in for a gin and tonic, you get premium gin served with premium ice, which is an important asset for a bar, and premium, artisanal tonic water. So we provide the best quality we can in every aspect of that drink, but by dropping our margin we can remain affordable, compared to the market.”
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Cocktail Kitchen uses social media and marketing opportunities to its advantage, but the co-owners also strongly believe in the power of word-of-mouth when it comes to generating a buzz that can be sustained.
The old fashioned approach of building relationships with customers and getting to know what they want is a sentiment Gillespie and Vallesi return to several times, reiterating the value of integrating with the local community. Choosing to be based in JLT plays a part in that as well.
Vallesi describes JLT as representative of Cocktail Kitchen in terms of being “something casual and something you don’t expect”.
Gillespie adds: “Up until three years ago, nobody had talked about JLT as a culinary destination but we’re seeing the media describe it as a ‘hidden gem’, with people migrating here from the Marina. So, if the product is good and word gets out, people will come.”
The pair, who have known each other for nine years, looked at the difference between customer service and hospitality when founding their business, with Cocktail Kitchen falling firmly in the latter camp, Gillespie says, adding: “We go the extra mile to help customers and people recognise that, and they recognise the price point,”
Elaborating on what they set out to do in creating their own concept, Gillespie says Cocktail Kitchen offers something for everyone, whether it’s “an aperitivo, a lunch or the weekend brunch” and strives to be a home from home for its customers.
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