Would you open a new exotic restaurant in a small Texas town during a pandemic? That is exactly what one Pakistani family did two months ago, and their restaurant, Saffron, which serves Indian and Pakistani food, has been an instant success. How did they do it?
To find out, we interviewed Lamisa Ali, part-owner of the new restaurant located near the corner of Waco Drive and North Valley Mills Drive. Born in Pakistan, Ali grew up in Austin, Texas, after her family moved to the U.S. in 2001. Ali’s father, Jawed, had started multiple small businesses, but he always wanted to own a restaurant. After moving to Waco in 2012, he decided to pursue his life-long dream. At first, he and his family simply catered for friends’ weddings and birthday parties. But as word spread, they expanded to churches and businesses in Waco, and organizations at Baylor like the Indian Subcontinent Student Association.
As business grew, so did the challenges. Ali’s parents could easily prepare recipes for family, but with catering came large orders, and they had to establish quality control by measuring out their ingredients.
“There was a lot of trial and error,” Ali said. “We learned from our mistakes. My dad always asked for feedback . . . so that he can improve for the next person, and I think that helped us the most.”
During the transition from a catering business to a restaurant, the logistics quickly became more difficult than expected. Ali and her family had to learn the rules, regulations, and steps required to run a restaurant.
“There are so many things you don’t think about until you get into the business,” Ali said. “When we first opened in July, it was a huge disaster because we weren’t ready like we thought we were. We were very slow in bringing the food out, we had missed a lot of people’s orders, it was a mess.” That day, Ali started work at eight in the morning and left the restaurant at midnight, ready to quit altogether.
“We learned from our mistakes. My dad always asked for feedback . . . so that he can improve for the next person, and I think that helped us the most.”
Though the first week was rough, Ali is grateful that they were able to learn from their mistakes. They took an entire week off to improve operations by organizing and prepping as many food items as possible. She shared some valuable advice for other entrepreneurs looking to start a restaurant. First, know the food you are serving. Ali emphasized that people have assumptions about certain cuisines, so it is important to be on the same page with the customer.
Second, know that expenses run higher than estimated. “My dad thought we could get the entire restaurant renovated for $30,000,” Ali explained, “but we ended up going over $110,000.” She warned that it is not cheap to start a restaurant, so be prepared for a high initial investment.
Lastly, always look to improve. Ali said this advice has been by far the most helpful for her family’s business. Her father constantly builds relationships with customers and frequently asks for feedback. Because of customers’ responses, he adjusted spice levels, offered more popular items on the menu, and increased profitability.
Starting a new business proved to be extremely challenging for Ali, but it was working with family that allowed her to persevere. When she first moved to Waco, her father bought an old, run-down gas station that the entire family repaired and improved. They did the same thing with Saffron, which was an old Chinese buffet in need of serious renovation. Now, Ali, her two siblings, her parents, and their servers all rely on each other to make the restaurant work.
“We’re all so close with each other. We joke around, we’re all laughing and yelling at each other and what not; but that’s what’s making this restaurant run. If we’re not all on the same page, then I don’t think we would’ve survived.”
In addition to supporting each other and persevering through challenges, Ali and her family prepare authentic Indian and Pakistani food that appeals to everyone, which explains the restaurant’s stellar online reviews and growing business. She explained that Waco’s Pakistani and Indian populations are relatively small, so they adjusted spice levels to appeal to a broader demographic without compromising the taste and authenticity of dishes.
One of Ali’s goals is to change the narrative around food from the Indian subcontinent. She explained that most people in Waco have never tried food from this region, and many of their customers are initially unsure what to order. But their daily lunch buffet allows people to pick popular options like “chicken tikka masala” or to explore less-familiar options.
“People say, ‘Let’s get Italian food or let’s get Mexican food,’ but nobody says, ‘Let’s get Indian food.’ We want people to say, ‘I love Indian food!”
At Saffron, customers will find an authentic Pakistani and Indian food experience in a casual, comfortable dining environment. “I know that a lot of Baylor students are away from home for the first time,” Ali said, “and we want people to feel at home when they come.” Saffron is open Tuesday through Thursday from 11 a.m. to 9 p.m., Friday through Saturday from 11 a.m. to 10 p.m., and Sunday from 11 a.m. to 9 p.m. The restaurant is closed from 3 p.m. to 5 p.m. for sanitization, and they are open for curbside, takeout, and dine-in. Check out Saffron’s website at www.saffronwaco.com for more information.
“People say, ‘Let’s get Italian food or let’s get Mexican food,’ but nobody says, ‘Let’s get Indian food.’ We want people to say, ‘I love Indian food!”
