Looking at the advertising used in the men’s razor market, there seems to be two types of campaign. One says ‘Use our razors and you will be able to bend it like Beckham and score with more women than George Clooney dipped in a vat of Lynx’. The other type of ad is simpler, it just says, ‘Buy our razors as they have one more blade than our competitors’ products’.
For restaurants, the equivalent of the magical ‘extra blade’ sales pitch is to offer their food in tapas portions. Just as that sixth blade promises to shave even closer, serving dishes tapas-style promises to make them magically taste even better. Judging by the popularity of tapas restaurants serving not only Spanish but also Indian, Italian, Scottish and Asian food, it works.
Having dipped his toe in the tapas market with his restaurants Torres and Las Ramblas, Sanjay Mahju, the boss of Harlequin Restaurant Group, is going all the way and turning his Spice of Life restaurant on Glasgow’s Argyle Street into Tapas International.
As the name suggests, global tapas are the mainstay of the menu with everything from haggis, neeps and tatties to aloo saag via pizza available.
According to Sanjay, “Tapas International calls an end to any argument about which restaurant to go to because everyone can sample and share from a variety of dishes from throughout the globe at the one restaurant.
“Our research has revealed that diners want more choice when eating out and tapas provides the perfect food to fulfil that demand. Whilst we’ve taken traditional Spanish tapas as our inspiration, we believe that tapas has evolved beyond its Spanish origins to encompass small portions of food from around the globe.”
Tapas International opens today.