A landmark on the Bogmalo beach, Joets provides possibly the best fish curry rice on the stretch
Nothing much has changed on Bogmalo beach. It still retains a relaxed air. The freneticactivity that marks other beaches like Calangute is thankfully missing. On thisstretch of pristine land lies one of Goa’s hidden treasures. When Jose D’cruz, fisherman and anenterprising gentleman decided to construct a small shack on the beach in 1979,little did he know that one day it would turn into a roaring business changingthe fortunes of his family. In the earlydays it was an ideal location for the boys to meet, after a day spent fishingand earning money, to fill hungry bellies. That however changed as time passedand local businessmen came along to savuor the sea food that was beingprepared. The shack was expanded andover the years it evolved into what is now known as Joets.
Asked what the reason was for the success of the outlet,Selvy D’cruz one of three sons involved in the business feels the location andthe quality of seafood has made Joets what it is today. He said. “We attract alarge number of the local clientele that like to eat outside. They come herefor the seafood. I visit the local market every other day. Our location ensuresthat the seven rooms that we have above the restaurant attracts almost 70-80%repeat customers.”
Asked if he feared any competition, Selvy was of the opinionthat he and his staff would have to just keep doing their best and maintain thefriendly ambience and the customers would keep coming. This attitude maybe ispaying off rich dividends with an estimated earning of anywhere between Rs.70,000 to Rs. 1,20,000 everyday over the peak season. His 37 tables have thecapacity to serve 400 customers at a time. The prawn curry rice and sausage pulao are considered his signaturedishes.
Asked what had changed over the years he said, ‘nothingmuch’. The beach he said was still the same. It was still not crowded and thekind of people who came to this stretch of heaven still valued peace.
There is a pretty clear demarcation in the tastes of thevarious clientele who frequent his outlet. The foreigner prefers his sea foodand hot Indian curry while the local can’t seem to get enough of the seafoodand Goan food. An average bill with foodand drink for two can total between Rs. 600-800.
While the local population may frequent his outlet in largenumbers, the domestic tourist and foreigner namely the British come in largenumbers. An office in Scotland helps promote Joet’s internationally.
The essence of the restaurant business is quick courteousservice and a kitchen that hums along smoothly. Selvy has his brother, a chefin the kitchen and staff who have stayed with him for years. With the industryexperiencing tough times due to the economic down turn worldwide, Selvy feelsit is important to keep doing what they have been doing all these years withthe same kind of motivation.
