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Neomonde Cafe and Market

营销代写essay Middle Eastern foods have been for 14 years and remain a vital part of my dietary needs. I’ve been a regular patron of Neomodes for 14 years.

09/08/09

Neomonde Café and Market

817 Beryl Road

Raleigh North Carolina 27607.

Hours
Monday-Saturday: 10am – 9pm
Sunday: 10am – 7pm

Dates and Hours of Observations:  营销代写essay

9-08-09: 4:00 pm-6:00 pm

09-11-09 5:00 pm- 8:30 pm

Choosing a place to carry out my ethnic food store observations was the easiest part of the assignment.  I knew instantly it had to be Neomonde Café  and Market, the Beryl Road location. Middle Eastern foods have been for 14 years and remain a vital part of my dietary needs. I’ve been a regular patron of Neomodes for 14 years.  I recall the day some 14 years ago that I met Samir Saleh one of four brothers who founded Neomonde’s.   During my first visit to Neomonde Samir (Sam) greeted me with a heartfelt smile.  He later came over to my table after I had finished and engaged me in polite conversation. It’s now 2009 and I have an assignment to complete.

The exterior is brick, a single building situated in a semi-industrial setting. The parking lot is not improved and can be rather dusty. As you approach the building the café entrance is to the right,  the market entrance is to the left. Wheat grasses are painted on the walls amid a backdrop of warm earthtone Hues.  The industrial appearance of the outside is continued inside with painted cement floors, modern pendant lighting suspended from high ceilings.

营销代写essay
营销代写essay

My Host, Chris:

On September eighth, prior to commencing my observations I inquired of a gentleman behind the deli counter whose name is Chris as to whether Samir was available.  Chris informed me that Samir (Sam) had left for the evening. I explained in detail to Chris my assignment, the time involved and that would like to take pictures. Chris responded with a very large smile and said of course I could. Chris was very familiar with the assignment and provided me with some details about Neomondes of which I was not aware.

As the well known story goes, Neomonde was founded 30 years ago by brothers who came to America from the mountainous region of northern Lebanon,  They are the Saleh brothers Samir (“Sam”), Joseph (“Joe”), Mounir, and DeGaulle. When the Saleh family immigrated to the United States in the 1970s to escape civil war and to pursue educational opportunities, they brought with them their passion for bread and, most importantly, their mother’s recipes. 营销代写essay

With help from an uncle, a converted pizza oven, and space rented from a Raleigh strip mall, the brothers opened Neomonde Baking Company in 1977.

What Chris explained to me during our conversation was that most people are under the impression that when the bakery first opened the Saleh brothers set out to bake pita bread. But according to Chris that is not the case. The first breads they baked were French baguettes. No other place in Raleigh or the surrounding area at the ovens or capacity to bake French baguettes. They later expanded their bread making operation to include their grandmother’s Pita bread recipe.

As it turns out my informant Chris typically manages Market during the day and early evening. I had remarked to Chris that the market did not appear to be very busy.  It was then that Chris reminded me that it was Ramadan. Chris explained to me that during observers of Ramadan can purchase foods from sun up to sun down but cannot eat until after sundown.  Then he went on to explain to me that theSaleh brothers were Catholic and not Muslim. Which frankly I thought was rather odd for it would not matter to me one way or the other their religious practices. I never assumed that because they were of Middle Eastern descent they were Muslim.

Chris and I chatted for about 30 minutes. One question I did as Chris is this. “What one product does Neomode sell that most Middle Eastern customer buys from Neomode? “ Chris responded with, “Fava Beans.

Goods Available:  营销代写essay

Neomonde Market  carries a variety of breads such as Pita and French baguettes.  Several varieties of dates are sold ranging anywhere from $35 for 11 pounds to $50 for 11 pounds. Fava beans occupy numerous shelves throughout the store.  Fresh olives are sold by the pound soaked in brine. My favorite Kalamata are our sold brine cured.  They are deep purple, almond shaped with a rich fruity flavor. Along with the brine cured olives, feta cheese is sold by the pound.

One can also find numerous spices used in Middle Eastern cuisine, most notably are Semmack Baladi, (dried Sumac) a essential for Middle Eastern cooking and dried mint. Seasoning packets (meat spices)  are available for seasoning Shawarma’s.  One isle in the store on both sides one can find a variety of Legumes and which are essential part of the Middle Eastern diet. There you will find assorted dried Lentils including red, assorted dried beans and chickpeas.   In addition to the Legume section Neomondes  has dedicated  display of nuts and seeds including my favorite roasted and salted Gourd/Pumpkin seeds located just as you walk into the store from the Café.

Non- Food Items:

One particular item of interest to me that stood out was the Water-pipe (Narghile) and various tobacco products.  I have a vague recollection as a child watching “I dream of Jeannie “ in which  Barbara Eden   appeared with a Narghile. in one of the episodes. ( Figure 2.0). As many times as I have been in the store I never noticed the waterpipe. Frankly, it struck me as being odd that something as unhealthy as smoking was being marketed next to what most dietitians consider to be healthy food choices. Other items such as assorted Middle Eastern, Lebanese audio CDs, T-shirts, tchotchkes are available for purchase.  营销代写essay

Table 1. Persons entering store by date, age, sex and type of purchases. All subjects I observed were of olive complexion and appeared to be of Middle Eastern descent.

Date/Time   Age Gender Items Purchased  
09/08/09  4:43 pm 40-50        Female Foul moudammas (Flava Beans), Tahineh,Chickpeas
09/08/09   5:11 pm  35- 45      Female Tahineh,  Olives in brine
09/08/09  6:01 pm 50 >          Male 营销代写essay Olives, Pita Bread
09/11/09  5:43 pm 35 -45       Male Foul moudammas (Flava Beans), Olives in Brine
09/11/09   6:11 pm 35 -45       Female Feta in Brine,
09/11/09   6:49 pm 40-50        Male Foul moudammas (Flava Beans), Gourd seeds
  营销代写essay
 
 

Notes:

1). Observation took place during Ramadam

2) Please note age is approximate.  I did not approach any of subjects I observed.

Analysis:  营销代写essay

The total number of subjects I observed was 6.  The ratio of female to male shoppers is 1:1 Everyone observed wore western style clothing. While Chris, my host during my observations is not of Middle Eastern descent I observed a close relationship between he and the customers he attended to during my visits. He knew everyone on a first name basis and greeted everyone with a warm heart fell smile.

The same type of smile I remember that I was greeted with by Samir some 14 years ago when I walked in to the store.  While there are number of Middle Eastern stores in the metropolitan Raleigh area none are as iconic as Neomode’s . My observation is that some of the items that are available at Neomondes could be purchased more inexpensively at larger retail outlets. Neomonde customers come not only for the goods and services that Neomonde’s provides but for the social interaction.  营销代写essay

Given the number of large universities in the Raleigh Metropolitan area coupled with the proximity of RTP to Raleigh, Raleigh has a large population of persons of Middle Eastern descent.

Conclusion

This assignment was interesting to me. I attempted to incorporate some of the terminology used in Katherine A.Dettwyler’s book Dancing with skeletons. I’m not quite certain as to whether they’re appropriate in this case, but nonetheless I am trying. I found that the experience of ethnographic fieldwork might be somewhat awkward for people who are shy. I also learned that Ramadan does not fall each year at the same time. It does for the Islamic calendar but not for the Gregorian.

Figure 1.0

Figure 2.0

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营销代写essay

Figure 3.0

Figure 4.0

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营销代写essay

Figure 5.0

营销代写essay
营销代写essay

 

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