The iconic tea room at 18 Park Street has turned 90. Founded in 1927 by a Swiss expatriate couple — J. Flurys and his wife — Flurys, or Flury’s as it was spelt in the initial years, introduced Calcutta to Swiss confectionery. It has become synonymous with breakfast on Park Street. Priya Paul, the chairperson of Apeejay Surrendra Park Hotels, which owns Flurys, shared with t2 all the plans for the big birthday bash.
Congratulations on the 90 years of Flurys. What’s your earliest memory of Flurys?
Going to Flurys as a kid! I remember my mother being there... when we took over Flurys in 1965 — that’s when my uncle Jit Paul acquired it — my mother took over as the store manager. She used to work there. I was studying in Loreto House. So either she would be coming to pick us up or we would pop in and pick her up. I remember her standing behind the counter. Every day there was some pastry at home, brought for my uncle’s guests. Much later, I loved being in the actual bakery, the factory... I started getting involved with the look and feel and the work. I have many memories of that.
What was Flurys like at that time?
In 1965, I wasn’t around, I was born much later! My mother, Shirin Paul, who ran the place, has a lot of memories — from serving customers to taking orders. She ran it for almost 15 years, supervising on behalf of the family.
Flurys has always been this elegant place where people came in their chiffons, after the races. Families gathered for matrimonial meetings. Students from St. Xavier’s used to come in early for breakfast. And we have always had our regulars who come every day for a bread/pastry or tea/coffee, or just to have a quiet time to themselves. Flurys has been kind of a meeting place in the true European tradition. It’s not just a pastry sales place or a tea room but a space where you connect with people.
What are the key changes that Flurys has seen since the takeover in 1965?
We acquired it in 1965. Flurys has been quite constant all through the ’60s and ’70s, as my mother ensured that all the elegant things one equated with Flurys were there. We used to do a lot of catering that time. So my mother saw to it that we had a lot of desserts and cocktail snacks.
I think some of its fortunes dipped in the ’80s, because Calcutta was also being economically restricted during that decade.
My sister Priti brought in a lot of changes in terms of the store design in the ’90s. And then I think the radical change happened in 2004, when we did the rebranding and redesigning of Flurys, with an idea of enhancing the brand and expanding it first in Calcutta and then rest of India. We developed three retail formats of different sizes and that is what we have rolled out throughout Calcutta now, taking the numbers to 22... five at the airport, one at the Howrah station and at several other locations.
What’s on your wish list for Flurys for the next year?
I am very excited because I think we are finally ready to expand outside Calcutta. We have made plans to launch Flurys in Delhi-NCR in 2018.
What’s the best feedback you have ever received about Flurys?
See, I don’t live in Calcutta now. I keep coming back to the city. So if you are facing customers visiting regularly, you get both the good stuff and the bad stuff in terms of customer feedback, perception, taste and experience. I think the most satisfying feedback is what we have in our tag line, which says ‘Five Generations of Fine Confections’. That’s the best feedback with which we are going into the next generation, after 90 successful years, with a really strong brand. I think that only happens if you get constant reinforcement from your customers and we can only thank them for supporting us all this while.
When was the last time you managed to sit and take in the drama of Park Street from Flurys? Any favourite corner?
Last time I sat there... umm.. maybe six months ago! I like the round part that faces the street, the last table from where you see the whole restaurant but almost nobody can see you. I think I have to make a reservation if I come for breakfast because it’s so busy!
What are the celebration plans for the 90th anniversary?
We are having a small celebration with the family and some regular customers of Flurys. Because it is December, we try and give to the less fortunate. We have a group of NGOs that the team has supported in the past. We have plans to go and celebrate with them, cutting a Christmas cake.... A variety of things have been planned for all the outlets over the next nine months. From new product launches to weeks promoting some of the old favourites, flash sale, surprise discounts or special giveaways… the celebration has just begun!
Ninety years. Nine decades. Pick your nine favourites from the menu.
Florentine. Asparagus Rolls. Chocolate Cones. Almond Pretzel. Chilled Coffee Sprungli. Chicken Toasted Sandwich. Almond Cheesecake. Sausage Rolls. Chicken Mustard Sandwich.
Best-sellers on the Flurys shelves:
Pastry cubes (700 pieces per day), Chicken Patty (400 pieces per day), Milk Bread (about 350 pieces per day), Chocolate Boat and Baba Cake (about 300 pieces each per day).
Breakfast, lunch, dinner — when does Flurys register the maximum footfall?
Breakfast and lunch contribute to 75 per cent of the total footfall.
Outside Park Street, which Flurys outlets draw the maximum crowd?
Airport, Howrah station, South City Mall, Acropolis and Salt Lake.
Coffee or tea — which is the pop pick at Flurys?
We have a very healthy mix of tea and coffee. Flurys Darjeeling tea and freshly brewed cappuccino are among the hot-sellers.
Picture: Rashbehari Das
