2008-11-01 - OpenRoad Driver
By: Ben Hudson
Earning His Turns
Customer Spotlight: Richard Jaffray of Cactus Club Cafe
Despite reeling in the most famous chef in Canada into his operations, opening a stunning $6.5-million Cactus Club restaurant in the heart of downtown Vancouver, and ringing in well over $100 million in sales for 2008, Richard Jaffray still finds time to go surfing, go skiing, and talk to OpenRoad driver magazine about running one of the most successful restaurant companies in the country.
Vancouver's casual restaurant scene has to be one of the best in the world. Why do you think there are so many amazing places to eat here?
There are incredible fine dining restaurants all over the world, but casual places simply do not compare to what we have in Vancouver. Restaurants in most cities are split into two streams: casual dining and fine dining. But in Vancouver, the hyper-competitive market has forced everyone to find new ways to attract and keep customers. The casual side has had to improve their food and service and the fine dining operators have had to find ways to inject more fun into their business. The result was the creation of an entirely new category – casual fine dining.
How do you define casual fine dining?
Casual fine dining starts with high quality, freshly prepared food and ingredients that, in most other cities, would be reserved for high-end restaurants. There must also be high standards of service without the pomp and circumstance of formal dining and of course, a stylish, contemporary and fun atmosphere.
Is that a restaurant concept you created?
No, there was a small group of restaurants, including Cactus Club, who played a leading role in creating the casual fine dining concept. For me, it started about ten years ago when I really began to focus on quality food, dynamic service and the creation of beautiful restaurants decorated with beautiful art. Places that, on the surface, could easily be a fine dining location.
You guys have some fantastic art in your restaurants, any truly unique or original pieces?
There's a few. Our collection includes a handful of original pieces from Andy Warhol, Jean-Michel Basquiat, and Anthony Hopkins.
Is art collecting a personal passion?
I have started to develop a bit of a passion for it. I think that is part of the experience of doing something authentic in my restaurants and it has carried over.
When Cactus Club picked up the "Iron Chef" Rob Feenie, it seemed like the biggest restaurant coup in history. Was bringing Rob on board something you had been planning?
We've been friends for years and I had been looking for an opportunity to work with a top Canadian chef. The timing was perfect. He's one of the top chefs in Canada and certainly one of the best known Canadian chefs in the world. So yeah, it certainly was a coup for us.
Has he had a substantial impact on your business?
Unbelievable. I have worked with some very senior talent in the past and rob has exceeded my highest expectations in every regard. His presence is felt in every aspect of our business. he is very hard working. He is always thinking about new recipes and menu ideas. Our biggest challenge has been just keeping up with him.
So you hired one of the hottest chefs in the industry and you recently opened your flagship location in Bentall 5. How did that play out?
I had been thinking about a location like Bentall 5 for six or seven years. Even before that tower was built I thought it was an amazing location. It was certainly the biggest deal I'd ever done. I have to admit my stomach was in knots after we signed the papers, but looking back now I don't know what I was worried about.
Despite all the success you've enjoyed. There have been some setbacks. Your foray into Edmonton didn't go so well. What did you learn from that experience?
Probably the biggest mistake we made was adjusting our business model on preconceived ideas we had about the market in Edmonton. We're heading back to Edmonton to open a new flagship restaurant so, you know, we've recovered from that experience.
So are you going to take some time off to go surfing?
Well, we opened two new locations this year and launched The Village Taphouse in West Vancouver. It's been a pretty busy year but I did manage to sneak down to California to surf for a week.
Where's your favourite place to surf?
Outside of Tofino, my favourite place is Hawaii. I try to get out there two or three times a year. I also try and hit at least one international destination a year – somewhere I've never been before.
Surfers traditionally have a strong connection to the environment; did that play a role in your involvement with Ocean Wise and The Green Table network?
Oh, definitely. Cactus Club was one of the founding members of the Green table network, an organization that helps restaurateurs take a more environmentally friendly approach to their business. Our membership in ocean Wise was something one of my chefs suggested and I'm glad he did. It's a great fit for me personally and for Cactus Club.
Tell me about the bathrooms in your restaurants. They're legendary. Where did the idea for those bathrooms come from?
Our bathrooms really just evolved out of the desire to create an incredible experience for our customers in every aspect of our business. I knew we had really hit it when I was on the chairlift at Blackcomb and I overheard two ladies talking about how amazing the washrooms were in the Granville and Broadway location. From that moment on I knew that was something we would keep going with.
So you're a skier and a surfer? Is that one of the reasons you drive an Audi Q7?
The sports I enjoy require the space and performance of an SUV. I test drove just about everything out there and I really liked the image that Audi projects. But I've got to tell you, the fact that I could fit my longboard surfboard inside the Q7 and close the hatchback sealed the deal.
That's one of the best reasons I've heard for choosing an Audi!
Well, it's that, and the Q7 drives like a sports car. Of all the vehicles I test drove I just loved the Q7. I thought it was the best.