Operations behind Lusin, Mayfair’s first Armenian restaurant
Mohammad Rashwani, director of operations at the new Lusin restaurant in Mayfair, talks about the concept behind the new venue, how the menu has had to diversify for a global audience, and plans to make Lusin fine-dining chain
Can you tell me about your career and how you came to be director of operations at Lusin Mayfair?
I started hospitality management back in Lebanon, my home country, and I continued my master’s degree in the same field. At the same time I was working in restaurants, starting from the beginning as a coffee waiter and then working in the Crowne Plaza hotels in Beirut, moving to one of the leading hotels in the world that was opening in Lebanon at that time in 2009, Grey Hotel, as part of Campbell Gray Hotels that used to manage one property here in London.
In 2012, I moved to Mira Foods, which opened the first branch of Lusin in Saudi Arabia. From that time in 2010 to now, we have expanded and we have opened other branches around the kingdom. We also launched other different brands on the fine-dining, high-end level, so I gradually developed and got promoted within the company, from a restaurant manager to brand operation managers of the scene. I’m currently director of operations for all the restaurants and catering operations.
What are your day to day responsibilities in the role?
My role involves everything related to the operations, financials, guest experience, staff development, and recruitment of the business. In addition to following up on the marketing strategies and plans related to the brands and restaurants, I also take charge of any new projects, from the design to the opening, as well as running the restaurant after its opening, including all the aspects of construction, furnishing the place, setting up the place, dealing with suppliers, and dealing with service providers.
What was the inspiration behind Lusin as a restaurant concept?
The story began back in 2010 when the partners and the founders of Mira Foods back in Saudi Arabia wanted to launch something unique at the same time, that would be a success for the Saudi restaurant team. It happened to be an Armenian restaurant since Armenian food wasn’t very famous or popular at that time. However, since the cuisine is influenced by Middle Eastern foods, especially by the tastes of Lebanon and Syria, it has some twists to the flavour and spices and preparations, so it was really unique and it became a huge success.
The main thing we wanted to do is to reflect the Armenian culture not only in the food. but also in the design, in the scene, in the approach and the service, and everything else we do. It’s basically providing the customer with an experience, not only food service.
How would you describe the menu at Lusin and which offerings stand out the most, and why?
The menu is basically serving Armenians. However, when we decided to come to London, in order to achieve our vision of expanding the brand globally as an international chain, we found the need to introduce some new dishes. We introduced a lot of seafood and fish, even though we still maintain our authentic touch of Armenian cuisine with either specific ingredients in those dishes or the preparation or the way of cooking or the presentation. We do also offer fusion of Armenian and Middle Eastern food, with a hint of Russian and Eastern European fusions.
As the first Armenian restaurant in Mayfair, do you think there is a demand for this cuisine in London?
I think there is a demand for Armenian food among the Armenian community in London. The people who know the concept recognise it from Saudi Arabia as well because we’re branching into London after our success at home.
Middle Eastern food in general is very popular and in demand; during our market research study, we discovered that what makes us distinctive from other concepts serving this type of cuisine is the level of service we’re providing, as well as the location itself, and the design and the details we have maintained in this new restaurant. I definitely see a demand and we’re really excited because we have high expectations for this year in London.
Does Lusin have anything planned for growth in the near future?
Since we decided to create the brand, we have had the vision to make it an international team. We made it happen in Saudi Arabia where it is one of the most popular concepts and now we have just opened in London. Of course, we have plans of expansion, whether in the UK or elsewhere in the world, such as another location in Europe – perhaps France, Monaco or Paris. Los Angeles is also in our plans for future growth as there’s a huge Armenian diaspora in that area of the United States.