Keeping it in the family

The Butcher’s Wife keeps flavourful food traditions alive

NESTLED in the heart of Athlone. The Butcher’s Wife screams wholesome, flavourful food that is a break away from the usual fast food found in the area.

The owner, Qudsiya Gangraker, says she was inspired to grow this family-orientated business – dedicated to sharing meals that they love with their community – into this new concept. Gangraker says the concept began with the idea that the family really were butchers as they had successfully owned the Pickers Meat brand for many years.

She says the passion to create an establishment that reflects the family traditions of supplying exceptionally tasty meals with value for money.

Gangrake says their meals are offered in generous portions.

“This is a family that believes in the artisanal concept of supplying and making excellent quality and top-class foods and sauces, all produced in-house.” Gangraker says.

“This ethos permeates within this family-orientated café, in a unique, warm and homely setting – creating a home-away-from-home atmosphere.”

The Butcher’s Wife is a cosy restaurant that offers a universal appeal to the halaal market.

The establishment’s decor is inspired by industrial, historical references to the Athlone area and the butcher profession, with natural hard-working fabrics such as denim and wood.

A simple design reflected through menu paper all combine with tiles, brass pipes and taps, old mirrors and menu blackboards to give it a family feel.

“The entire experience at The Butcher’s Wife, from the cosy, warm setting to the tasty food is what makes us special.”

Gangraker says the name evolved as a natural progression as she is actually the wife of a butcher, Khalil, who owns Pickers Meat Centre – an establishment that has been in business since 1994.

She says the name creates a natural link and connection between both businesses, which allows for mutual trust with patrons because of the Pickers brand having a long-standing respect in the community, adding integrity to the new brand.

“We sell what we eat” is the establishment’s operating philosophy that has been part of The Butcher’s Wife’s core principles.

“Our goal is to make your experience extraordinary, so that the next time you come to visit us, you’ll bring along your family and friends,” she says.

“To support this experience we offer updated prime products, fully and completely halaal, in impeccably curated surroundings, based on wellhoned recipes and old- time favourites, served in a refreshing way.”

Gangraker says they have been approached for possible franchise opportunities but have refused as they believe in keeping the business in the family.

“As successful as our current venture is, we do not consider the concept as ‘ franchise- ready’ quite yet. As we progress in our plans going forward, we will most certainly be aware if we are in a position to roll out a franchise opportunity for The Butcher’s Wife.”

PICTURE: SUPPLIED The Butcher’s Wife has the philosophy ‘we sell what we eat’ and that is wholesome and flavourful foods, not the usual fast food that is commonplace in this area. The decor consists of wood and denim mixes.