Business is booming for a Kiwi restaurant in Massachusetts

By KEVIN TAYLOR

"Kia ora" said the woman on the other end of the phone. The pronunciation was spot on.

Then in an American accent she continued: "Welcome to the Kiwi Grille."

In Newburyport, Massachusetts, there's a restaurant that's a big advertisement for all that's great about New Zealand food and wine.

Owner Bruce deMustchine says the restaurant has served 10,000 customers already and has been so successful he's considering expanding to other American cities.

"In any restaurant anywhere in the world 10,000 customers in eight weeks is a very big number," he said.

He has been surprised by the media attention on the restaurant, which opened in April. One headline read: "Culinary Colonisation - New Zealand makes a beachhead in Newburyport Massachusetts".

Mr deMustchine believes it's the first all-New Zealand themed restaurant in the United States.

Formerly from Hawkes Bay, Mr deMustchine has lived in Newburyport for 15 years and is a chef and cookbook author.

The idea for a Kiwi restaurant in America arose in 2002 when he read about the efforts of Hawkes Bay to brand itself Hawkes Bay Wine Country.

While wondering how he could market the initiative in America, a property developer approached him about establishing a restaurant in an old church building known as Steeple Hall.

Two years later the restaurant is serving about 85 per cent New Zealand wines. All the meat and much of the other ingredients also come from New Zealand.

Three large televisions play promotional footage of New Zealand but Mr deMustchine insists the advertising is subtle.

The restaurant's official opening on June 1 was attended by 17-year-old Christchurch singer Hayley Westenra. A day later the state held its first "New Zealand Day", partly sponsored by the restaurant, to recognise the growing relationship between Massachusetts and New Zealand.

The North American office of Investment NZ, an arm of New Zealand Trade and Enterprise, has been seeking to leverage as much attention on New Zealand as it can from the restaurant.

The Kiwi Grille