The excitement in Prema Veerasingam’s voice was palpable.
Tired, but over the moon, the owner-director of restaurant and bar Elli Rocks had just celebrated winning three honours at the Hospitality Asia Platinum Awards (HAPA) on May 10, for Best 30 Restaurants (Fusion Cuisine Category), Most Inspiring F&B Entrepreneur Award, and The Awards of Resilience.
“It was an honour and a privilege to win these awards, more so as this was the first time that we had entered the competition,” said Prema, who opened Elli Rocks in 2018.
“For Elli Rocks to be recognised among all the other big industry players is an achievement. One of the keys to our success is in not just giving customers what they want, but providing a level of service that far exceeds their expectations.”
She added that what sets Elli Rocks apart from the other restaurants is the consistency of its food and beverages, and prices that do not burn a hole in the pocket.
The Best 30 Restaurants award recognises Elli Rocks’ commitment to pushing the boundaries of culinary creativity, and delivering an exceptional dining experience.
“Our customers know that when they come to our outlets, they will experience fine dining with a difference, but at affordable prices,” said Prema.
“I pride myself in the consistency and quality of what we offer. That is what keeps bringing the customers back. All it takes is one bad review to turn away not just one, but many others.”
That is why Elli Rocks is taking its time in expanding to other areas in the Klang Valley. It opened in Taman Tun Dr Ismail in Kuala Lumpur in 2018 and opened its second outlet in Damansara Heights last year.
Prema, however, revealed that Elli Rocks is looking at opening two more outlets by the end of the year.
“We have customers from Petaling Jaya, Subang Jaya and all over the Klang Valley. They keep asking us to open in their neighbourhood,” she said.
“We have been looking at a number of locations – even before winning the awards. On the other hand, we do not want to expand too big or too fast, because then, it may be difficult to maintain consistency.
“But we hope to open two new branches by December.”
Prema revealed that ‘Project Satu Hati’ (One Heart Project), an initiative by several food and beverage outlets – including Elli Rocks – to provide food to the underprivileged, the homeless, and families affected by the Covid-19 pandemic during the lockdown period, kept them going.
“Initially, we forked out our own money, but then, more and more people, and even companies came on board to help feed those in need,” said Prema.
“It kept us busy. At the same time, we also pivoted towards food delivery, as we could not open for business. We kept our staff busy and motivated. We managed to ride out the storm.”
Earning the three HAPA awards shows why Elli Rocks is here to stay.
