T
ake the freshest
ingredients, add
a splash of cool
vintage botanical
decor, a big dollop
of personality and
a dash of unbridled
enthusiasm, and you
have a recipe for success. Former
academic Cecilia Chemaly burst onto
the culinary scene 12 years ago, leaving
a comfortable hospitality lecturing job
to start her own restaurant. A force of
nature, she’s warm, energetic, sincere
and full of positive energy. It was a big
risk, but she’s content her leap of faith
has paid off.“I grew up in a home where things were
made from scratch, especially baked
goods like cakes and tarts,” Cecilia
reminisces, adding that she wanted
to emulate this at Carmella’s. As a
discerning diner (she has a Master’s
in food and beverage management),
Cecilia says she was tired of tasting
superficial foods when she went out
with friends back in 2007 and noted
the lack of hands-on involvement by
restaurant owners at that time. “I try to
bring some of my own sociable family
energy to Carmella’s; I also use no
additives or preservatives and I treat
my customers like friends,” she shares.Her vision was that her restaurant would
be a placewhereregularsbecome
family and where they are greeted by
name. And,that,ithasindeedbecome.
Cecilia doesn’t just talk the talk. In
reality, shegreetsmewarmlybyname
as I arrive and, after our interview, she
flits around the restaurant, greeting
regulars and making sure customers are
happy. This welcoming vibe has really
set Carmella’s apart, and it is evident
customers love the attention. Named
after her first-born child, the restaurant’s
lively atmosphere immediately resonated
with the residents of Fourways and took
off as a breakfast destination. “We’re
very conscious of the customer and, as
an almost all-women team, we play
a nurturing role,” Cecilia smiles.
The food side of the business has
certainly not remained static. Carmella’s
was born with family values in mind and,
although the focus has never been
purely on making money, the eatery has
thrived and grown organically. “I baked
daily for the love of it; now, we bake
cakes for our customers,” Cecilia says.
Additionally, Cecilia responded to
numerous requests for corporate
platters, home catering and hosting of
private functions. Today, the outside
cateringmakesupnearlyhalfofthe
business’s total revenue. The kitchen
also bakes and packages biscuits forpatrons to buy and take home, and they
prepare ready-made meals like lasagne,
curries, stir-fries, stuffed chicken, chicken
pies, rosemary lamb and meatballs
(which retail, on average, for R79 per
430g portion).
Seven years ago, Cecilia was joined
by her business partner and general
manager, Danielle Ubsdell, who was
newly qualified in food and beverage
management. The dynamic duo just
seem to click and their passion is
infectious. They inspire each other even
though they assume different roles –
Cecilia heads up the kitchen with 15 staff
members (including two sous chefs)
andDanielleisupfrontwithabrigade
of 15 servers. Danielle has also brought
the website and social media tools to
life, showcasing what the restaurant and
catering business have to offer, while
also building an online community.
She’s also ardent about keeping up
with trends and delivering what
customers want.
Both ladies travel extensively on a
quest to see what innovations are out
there locally and internationally, and
what they can refresh at Carmella’s.
On their radar – and on the menu – is
a shift towards low-carb meals. As
such, minimal bread (just sourdough,
ciabatta and rye) and sweet potatoes
are part of the offerings. “Gluten freeCARMELLA’S OWNER, CECILIA CHEMALY
(LEFT) AND BUSINESS PARTNER/GENERAL
MANAGER, DANIELLE UBSDELLFOODANDHOME.CO.ZA APRIL 2019 71JOBURG DINING
Price is correct at the time of print and is subject to change without notice