It’s not every day you order food out of a catalogue, but that’s exactly what I did a few nights ago. I had picked up a Yalla Utlob Menu from a recent visit to Pearl’s Cafe, and was flabbergasted by not only the available catering brands or virtual restaurants one could order from, but also how extensive the menu of each was.
For those in the dark, Yalla Utlob is a delivery service that will essentially pick up (and order) a meal for you from any restaurant in Jeddah. It’s ideal for those who wish to order takeout from venues that do not offer delivery, or are stuck for some reason or another at home.
The company offers free delivery (of their own food brands) to most parts of Jeddah, and charge approximately SR22 for picking up and delivering food from other restaurants across town. The company is owned by the LOGIC Holdings group, which also runs several real world restaurants, like Pearl’s Cafe.
The new menu includes five different brands, “Eater” (healthy sandwiches), “Fork N Knife” (international main courses), “Wonder Burger” (not surprisingly, burgers), “Sandwich Maker” (freshly baked croissant sandwiches) and “Ichioban” (sushi). However you don’t have to order from these, you could simply ask them to pick up your favorite Shawarma from whatever venue, and they should happily comply.
Being an avid burger fan, and surprised to stumble across a burger I had yet to try, it didn’t take long to decide I would be ordering a “Wonder Burger,” and to stay focused I put aside the long list of items I hope to eventually order from the other brands.
It’s a strange feeling ordering out of a catalogue. Because that’s essentially what the Yalla Utlob menu is, a catalogue of restaurants, albeit virtual ones. You can’t walk into a Wonder Burger (yet), but in the pages before me, the brand was as real as any other you might pass by on Jeddah’s bustling streets.
The process is elementary: You open the relevant section that interests you, select the item (by code number) and then call Yalla Utlob with your chosen numbers, and then wait for the delivery.
Other than the Wonder Burger, I must admit I did perhaps get a little too carried away with the ease of ordering and ordered the BBQ burger, mini burgers, some French fries, a pineapple pie and a slice of blueberry cheesecake. My only complaint so far has been the Apple Fifa drink I wanted to try but was unfortunately unavailable.
Of course a lot of questions end up running through your head when you order something you’ve never seen before. It’s a bit like ordering online, something Yalla Utlob is apparently in the process of setting up. Will the food live up to the appetizing pictures on the menu? Would the burger live up to its name? How long would I have to wait?
The man on the other end of the phone answered the last question: Approximately one hour. Thirty-five minutes later the doorbell rang.
The burgers are large, impressive, and a meal in their own right. Of the two ordered, the BBQ burger appealed more to me than the Wonder Burger, as it was more flavorsome. The Wonder Burger was blander, but combined with the garnish and dressing was tasty nonetheless. The buns were soft and the garnish fresh.
The mini burgers were cute, and a sure hit at parties; others in Jeddah offer something similar, include Hot Waves. These are bite-sized burgers with all the usual toppings and are a lighter snack than the normal burgers, which made them quite appealing, especially for breaking the Ramadan fast.
The desserts were much more elaborate than the norm. I was half expecting a microwaved fried pie, but the pineapple pie (known as “Power Pie”) served was two large slices of crumble/cobbler type pie with slices of caramelized pineapple between the crust.
The blueberry cheesecake was even better. Smooth and creamy, with a cool and refreshing dousing of custard, it did not disappoint. By the end of the meal, I was left full and fit to burst, yet comfortable in the knowledge that I could do it all again tomorrow night—without having to even leave the house!
Yalla Utlob telephone: 669-4348
Catalogs are available at Pearl’s Café: http://www.yallautlob.com
(Rashed Islam is a food critic who hosts Jeddahfood.com)
