A one to one with Juliette Joffe, Founder and Director, Giraffe Restaurants
Editor’s note: Douglas Blyde has been called ‘one of the most respected (and well-fed) experts on eating out in the capital’ (Evening Standard). He reports on restaurants, drinks, travel and design and the experts and artisans who toil with care, conviction and charm to make these happen. You can follow him on Twitter, Facebook and his website, douglasblyde.co.uk.
Before establishing Giraffe, Juliette Joffe was the mind behind the Café Flo chain. She founded Giraffe 14 years-ago this summer with husband, Russel and business partner, Andrew Jacobs who she first encountered as a waiter at Flo. Giraffe employs 1,200 staff across 43 restaurants in England, including five franchises.
Technologically, how do you see the future?
According to the sort of techie magazines I pick up at airports, it’s reckoned that, post Christmas, 70% of Britons will carry a smart phone. While the absent-minded may leave home without wallet or keys, rarely will they forget their mobiles. I predict customers will eventually use them to make all bookings and payments. Over the last nine months, people have grown very intrigued by QR barcodes, which were originally designed by Toyota. When we refurbished our restaurants at Hampstead and Wimbledon, we put up A-boards featuring these under the text, ‘show me, scan me, see me’. Every day we’d offer something new, whether it be a free burger or coffee. Curiously, the take-up in Wimbledon was absolutely superb, unlike North London. I find QR codes can create a buzz, particularly when included on ‘Coming Soon’ hoardings.
What is your bugbear?
The world ‘deal’; preferable is ‘promotion’. ‘Deal’ was used abundantly two years-ago when restaurateurs had to coax commerce from a society which had hit a financial wall. Customers would mostly seek-out restaurants offering discount vouchers. Even though ‘deals’ ensure a presence on the front pages of bookings’ websites, we prefer to steer clear of anything which we perceive as devaluing our brand. To this end, throughout 2011, we tried harder than ever to offer consistent value for money, vis-à-vis our ‘Wide Awake’ £5 breakfast and two-courses for £9.95 dinner.
Who authors your Twitter account?
Until a month ago we kept this in-house until the lady in charge moved to pastures new. Now we use Roche PR. Although this transition was one of my biggest concerns, within 48-hours, Roche ‘got it’. Together we endeavour to strike a balance between social Tweets and business Tweets. Roche keeps in touch with our operations managers nationwide and ensuing Tweets vary from ‘who’s going to watch live music at Giraffe, Bath tonight? Music starts at 6:30pm – see you there!’ to ‘Go to Cambridge for our Halloween party.’ We constantly invite feedback and conversation from some 14,600 followers. By contrast, our Facebook presence is managed in-house. But I firmly believe Twitter’s taking over. We also have 250,000 customers signed-up to our website – although again, as with Facebook, that could also pale in Twitter’s shadow…
Where do your bookings originate from?
Our website bookings harness Livebookings’ technology. Customers can reach this through a mobile phone App too, where we gradually receive more and more bookings. We don’t take bookings for brunch at weekends incidentally; we don’t need to – it’s our busiest time.
Can people pay with their phones?
Not yet – and I’d rather not be the guinea pig. Having said that, I recently discussed this with our bank, HSBC. When we take this up will boil down to a complete resolution of my concerns over security primarily, then what costs are incurred. We already see a percentage of transactions taken by credit card companies. While we’re on the subject, we no longer accept cheques.
Do you want an empire of 10,000 restaurants one day?
That’s not our intention! The next major development in our business will be the Giraffe Stop, premiering in the revamped concourse at King’s Cross railway station. It’s going to be predominantly about takeaways. Get noodles and off you go… We’re opening another restaurant in Chelmsford later this month, and hope to open seven or eight venues in 2012. There will be some restaurant casualties as well as good opportunities to pick up a few more. Two years-ago we picked up 13 Tootsies and some Bertorelli.
What’s the secret of your success?
I think Giraffe appeals to almost everyone, which is how we wanted it to appear from the outset. We didn’t specifically set out to be child friendly, but being ‘no smoking’ from day one, with young staff and brightly coloured decor (less so now) meant that image developed in customers’ minds.
Who is your business hero?
I admire New Yorker, Danny Meyer, restaurateur behind Union Square Hospitality Group. I also admire Jamie Oliver who is very clever having taken hospitality to a different level by opening up a whole new parameter of how people cook and eat. Sir Philip Green also comes to mind because a lot of what he says echoes what we say, e.g. ‘there’s no such word as “I can’t” – it’s “I can”’.
From where does your motivation stem?
As I’ve mentioned in articles with The Sunday Times and on BBC Radio 4’s Women’s’ Hour, I think I was born with it. Also, my mum, who was a housewife, said: “don’t ever stay at home and be a doormat”. I’ve always been driven to win, whether it be competing in a running race, or taking the main part in a school play.
Is Giraffe a family business?
To an extent. One of my daughters has always worked for me, although the other escaped to become a beauty therapist! My son, who was our first barista, now owns ‘Monkey Nuts’ in Crouch End and ‘Chez Bob’ in Belsize Park which occupies the same site as my first Flo. My son in law is our operations’ manager.
What inspired the businesses’ name?
It came to my husband as he lay on a beach in Israel. He liked the idea of a graceful but commanding, friendly animal. It’s tall too, with a fresh view of the world. And graphically, you can do a lot with a giraffe!
How do you relax?
By spending time with my three children and six grandchildren. I defy anyone to have a better relationship with their family. It’s not always about the quantity of time spent, but the quality of that time.
Finally, what would you like to say to your customers?
Every January I make sure we e-mail the 250,000 customers on our database for the year that’s gone. It’s vital to thank them for their loyalty.
http://giraffe.net/
http://twitter.com/#!/giraffetweet
http://www.facebook.com/girafferestaurants
