GFC opens second branch of Iranian soul food chain 'Naz' at Zahra

The Naz Zahra branch builds upon and extends the success of the first Naz outlet opened at Jabriya last September. The highlight of the opening was a special workshop on the 'Secret traditions of the Iranian kitchen' presented by Naz's Executive Chef Mohammed.

Says GFC Chairman and Managing Director Ahmad Sadoun Al-Yaqub, "Naz is the first Iranian restaurant of its kind in the region to offer a modern, vibrant and youthful ambience and truly authentic Persian cuisine experience. We plan to open two more branches of Naz during 2009 as well as introduce the brand in Europe."

The Company conceptualized the brand in response to the high interest levels in Kuwait for genuine Persian soul food, he adds. "The Naz Zahra branch is the second outlet to be opened within six months of the first Naz outlet opened at Jabriya. The rapid expansion within such a short timeframe reflects the success and customer appeal for the Naz brand. Since the soft launch of Naz Zahra in late January, the branch has received a positive response from Zahra residents, some of whom have responded that they enjoy the opportunity of eating traditional Iranian food which has an authentic cooked-at-home feel."

At the workshop conducted for select members of the news media, Chef Mohammed presented a live demonstration of the preparation of signature Naz dishes. The dishes included Mirza Ghasemi, an appetizer comprising puree of aubergine & egg and tomato withtumeric & garlic; Kabab-e Joojeh Tikka Masty, chicken marinated in labna, onion, lemon juice, black pepper, garlic and dried lemon; Kabab-e Kubideh, minced lamb skewers spiced with saffron and onion; and Bareh Kebab-e Torsh, a rare Iranian lamb dish with a succulent marinade comprising labna, pomegranate paste and lemon.

The workshop also highlighted the authentic Iranian cuisine model adopted by Naz. For instance, unlike other Iranian restaurants, Naz's meat preparations do not have an excessively red tone. This is because Naz does not overuse 'samaa' - an ingredient which gives a deep red colour and subdues the inherent flavour of the meat. Traditional Iranian cuisine, as Chef Mohammed pointed out, does not compromise on taste and flavour and therefore the Naz kitchen does not use 'samaak' liberally.

The Naz kitchen also uses only the best and most fresh meat cuts, fresh hamour fish and shrimps. Meat preparations across all Naz branches are centralized in the main branch in Sharq which will open in the beginning of the second quarter to supervise the quality and standard of cooking procedures.

Chef Mohammed also added that the Naz kitchen only uses original and the purest form of saffron, which is obtained from Mashhad in Iran. Saffron is a quintessential ingredient in authentic Iranian cuisine and is used by the Naz kitchen to marinate meats and add character to dishes. Chef Mohammed corrected the misconception that Iranian cuisine should necessarily have an over-imposing yellow tone, which is usually yellow food coloring which is mistaken by most to be saffron. Traditional Iranian cuisine does not use yellow or artificial food coloring and only uses pure saffron, which can vary in its natural color from red to yellow.

Naz is a casual-fine dining modern Persian restaurant - another innovative franchise model for entrepreneurs in the region. Within its distinctive contemporary design, it offers traditional, authentic and hearty home-style Iranian cuisine.