Sajid’s journey from signboards to halal Chinese

Hailing from Multan, Pakistan, Sajid Khan started 100 percent Halal Chinese Food business under the banner of China
Grill in London’s Redbridge borough. He came here at the age of 24 years in search of a better future. He started with sign board business and today owns two China Grill outlets. He also started an Ice cream and fresh cream cake business
by the name of La Gateau. Thanks to his hard work Sajid enjoys a respectable position in the community. Soft spoken
with composed demeanour Sajid has his heart filled with love for his country like other Pakistanis. The Asians
interviewed him about his business and problems confronting the food industry.

The Asians: Please tell us about yourself?
Sajid Khan: I belong to a poor family of Abdali Road Multan. My father Ata Muhammad Khan had died. I have four younger brothers and two sisters. I started working in my father’s shop at a very tender age. Soon I left the shop and after learning painting sign boards and calligraphy opened my own sign board shop in Quetta. There I found a teacher Master Muhammad Shafi and learnt a lot about painting skill. I was the first man to make a plastic sign board in Quetta. Earlier, the people used
to get sign boards made from Karachi. I arrived in this country at the age of 24 and tried my luck with different people but failed. Then I decided to start my own work. I used to go to shops with a can of paint and brushes for doing calligraphy for them. Gradually I switched over to sign board making. Even today many sign boards in Green Street you can see had been made by me. I am the first Asian and Pakistani who started making plastic sign boards in this country and my business progressed with God speed. My shop ‘Sign Art’ is still at Romford Road.

The Asians: How did you come with the idea of China Grill?
Sajid Khan: It’s a good question. During the course of making sign boards for hotels and restaurants it transpired to me that there was no food outlet that offered Halal Chinese Food which we eat in Pakistan and I decided to open Halal Chinese food restaurant after discussing the idea with my wife. Many people had tried their hands on restaurant business at Cranbrook Road where now is Pando’s shop, but failed. I talked to the owner of the place and opened a shop by the name of ‘Exorma’ to sell Halal Chinese and Indian food. This restaurant became very popular and many important personalities used to visit that place.

The Asians: How did you find chefs?
Sajid Khan: Yes, finding suitable chefs for the business was a difficult task. I had brought some samples of Chinese dishes from Pakistan to introduce here which proved a big success. After this achievement I shifted my focus from my sign board business to it and opened a restaurant of Indian and Chinese food by the name of Pando’s in competition with another popular name Nando’s. Later I started a separate shop of Halal Chinese food. In China Grill food is cent percent Halal. We take full care in preparation of food to ensure these are according to Islamic method. So for as the name China Grill is concerned I had in my mind some name like China Garden and Grill and in the beginning grills were also being offered but later we stopped it because of smoke that caused inconvenience to the customers. However we make grills in another restaurant. This outlet has become very popular during the last 12 years. We have been using HMC approved fresh meat, vegetables and other items. Freshness of vegetable makes the Chinese food more delicious and tasty.

The Asians: What problems did you face as a starter?
Sajid Khan: We had to work hard in introducing the Halal food. I and my Chinese colleagues did door to door to leafleting and received very encouraging response. People knew me very well due to my sign board business. This also helped me in my new business. I found mental satisfaction in this business. On success of this business, I started Ice Cream parlour by the name of La Gateau to introduce tasty desserts. Besides ice cream, we also make party and wedding cakes. We don’t use eggs or animal fats in our products. Every item and ingredient including ice ream, cake sponge and cream we prepare in the shop strictly in accordance with hygienic standards.

The Asians: Did you find any change in business trends?
Sajid Khan: No, I don’t feel so. Sign board business was also good so is the present one. To me this food business is comparatively easy as in sign board business I had to convince the customer by offering many designs to choose but every their luck but bowed out.

The Asians: How many restaurants you presently have?
Sajid Khan: I have two China Grill outlets and one Ice cream/cake shop La Gateau. I have leased out the Pandoo’s business.

The Asians: What is the difference between China Grill and other Chinese food?
Sajid Khan: In other Chinese restaurants the smell of food is unbearable while in our restaurant dishes are prepared according to Pakistani taste and Halal method. Since the white people take drink with their food they don’t care about smell and taste while one fully enjoys the smell and taste of our dishes. Chinese people prepare their food quite differently. Our prices are also competitive. No dish cost more than £6 and one can take full meal in £4 to 5. Our chefs are British Chinese. All our dishes including Chicken, Vegetable, Lamb, Seafood, Fish, Chow, Curry, Rice as well as soups are very popular. Customers from far off places like to come at us to have food of their choice and liking. Lord Nazir Ahmed is a good friend of mine, whenever he comes here also brings his friends with him.

The Asians: Did the economic crunch affect your business?
Sajid Khan: It made little impact as our food is not that costly. However, big restaurants which charge £100 to 200 did feel its impact.

The Asians: Do you intend to open China Grill in Pakistan?
Sajid Khan: Not at the moment as the situation there is very concerning. The situation could not improve unless people forge unity. May Allah guide our politicians and help them to become public servant in real term. We pay electricity bills and other taxes in this country. If we do this in Pakistan the country could become very prosperous. If we end corruption, the country could progress. If this all happens in Pakistan I would be very happy to invest there.

The Asians: You are very active in charity work. Could you please brief us about this?
Sajid Khan: I try to help the needy according to my capacity and after collecting charity send the amount to Pakistan to help deserving persons. I and some of my friends want to open a free dispensary in Multan. If everyone there commits himself to do some welfare work things could improve.

The Asians: What about your future plans?
Sajid Khan:  I am happy with my present position and I don’t intend to expand my business. It’s a great responsibility and I want to go ahead with it.

The Asians: Did you have any problem with a customer?
Sajid Khan: No, as we maintain standard and quality. If the stuff is made of fresh items there would be no complaint at all. If you sell stale food to customer it could invite complaints. I used to taste the food before serving even working at Exorma to check freshness. Even today we sell all fresh food from kitchen to the serving table.

The Asians: How did you marry?
Sajid Khan: When I came here I rented accommodation from a Gujrati family. They advised me to marry. My mother-in-law was a match-maker herself. She chose me for her daughter and I got married. I have four children - one son and three daughters all studying.

The Asians: Are there opportunities in this country to progress?
Sajid Khan: Yes and I would like to share my story. I was doing calligraphy to earn my livelihood. One day a man from BNP Cash and Carry at Ilford Lane came to me and ordered a plastic sign board but could not know whether I would be able to do. I made the sign board in my mother-in-law’s garden and after that I was flooded with sign board orders and I had to acquire a garage in Ilford Lane to work. If you have skill you can go ahead but honesty and trust are must to make through.

The Asians: How do you mange your time between your business and family?
Sajid Khan: I equally give time both to my business and family and also take my time for myself and go to gym as I take care of my health. If we organise our life there would no problem.

The Asians: Would you like to give some tip to new businessmen?
Sajid Khan: My only advice to them is to work hard and that they don’t reject any job as mean and humiliating and work with honesty. I would say to the people the money in this country grows on trees but you have to know the skill to pluck.

For more information:

www.chinagrill.co.uk