n a country where the nation’s favourite pastime is either food, or involves food, the gastronomic scene has become a growing phenomenon which fortunately still seems to be going strong. From high-end restaurants to cute cafes and fast food joints dotting our urban sprawl, there’s a new revolution in the cuisine scene which has yet to lose the interest of its adoring public.

Amidst this growth, there are a few who have established themselves as very serious about the business of food. Among them, Aman Virji has taken multiple leaps in multiple directions; the high-end The Verge and newly established fast food chains, Joy’s and Mario’s Pizzeria, are both Virji’s babies.

But, what made him so passionate about food in the first place?

“At a young age, I used to watch my mother cook or go to numerous restaurants and be so excited. It would truly pique my interest, but I wouldn’t say I dreamed of being part of this industry since then. Things just fell into place,” he revealed. “I went to Switzerland to learn hospitality management, and when I came back to Pakistan, I noticed there were only a handful of decent restaurants at that time. I saw a huge gap in the market, and I decided to do something about it.”

The restaurant market in Pakistan which Virji felt was possible to tap into, has its own merits and demerits. Just how easy or difficult is the business and what has been the secret to his success so far?

“I feel the requisites aren’t as demanding in the restaurant industry in comparison to setting up a large organization of another nature; the total capital required isn’t as high. If it’s successful, it’s probably the best business ever, and if it isn’t, it’s rather difficult,” he explained. “I don’t believe there is a secret to success, but it’s just a lot of hard work, resilience, dedication and a constant push.”

Despite a constant push though, trends suggest that the gastronomic scene in Pakistan still is a difficult industry to stay afloat in.

Regardless of the challenges, Virji’s The Verge is one of the most celebrated and acclaimed restaurants in Karachi. Does he feel it receives the appreciation it deserves?

“I hope so. It’s a rather experimental project. We like to come up with new flavours and dishes that nobody has seen over here. Up till now, the majority of people I have interacted with have high praises for The Verge,” Aman claimed. “It has obviously been difficult in the pandemic, but it’s been doing well, and we do look forward to expand.”

It would have been anything but easy though. Aman explains in an apt manner through his explanation of the roles a restaurateur actually plays.

“As a restaurateur, you’re a small business owner. You’re your own marketing manager, HR, the chef, the technician, it’s a whole 360 degree list of what all you need to get done,” he said. “It has a steep learning curve, and you have to develop a thick skin.”

In spite of all the challenges, he has still gone on to create Joy’s and Mario’s Pizzeria - two of the newest fast food restaurants in Karachi . Does he believe they hold a chance to carve their niche? And after a fine-dining restaurant like The Verge, just what made him go towards the fast food model?

“I specialise in opening franchises for other individuals. I have always had a dream to build restaurants on an international level, but I’ve always wanted them to be affordable and cater to a larger demographic. Everyone should have the right to consistency and good food,” Aman remarked. “A lot of hard work and effort was put into it. I have been fortunate enough to open many restaurants in the past, so I have adequate knowledge and know-how to create SOPs and create a consistent product.”

Both of Aman Virji’s new restaurants come at a time when Pakistan, and the world, are going through a rough economic patch, to put it mildly. The changed disposable income and priorities in turn have undoubtedly challenged people’s consumption habits and the criteria for eating out and ordering in.

“It’s not easy. We’re fortunate enough to have a few restaurants that allow us to work with economies of scale and purchase in bulk quantities,” he explained. “I also specialise in cost-control. We use primarily local ingredients, which is a huge help. Inflation doesn’t hurt us as much because we are able to bear the costs as of now.”

Be it financial and economic woes or a successful future, they are all things one can only speculate about. The light at the end of this tunnel of food has a chance to remain bright and thus, prove to be the perfect incubator for a lot more to come from restauranteurs like Aman Virji.

Just what does the future hold?

“I plan on trying to do everything. I want to grow the current establishments we already have and take them nationwide,” Virji said with hope. “I want to open more specialized eateries and create more jobs. The only way is forward and that’s where we’re going!”