Jamaicans have a well-earned reputation for making their entrepreneurial mark across various sectors in foreign lands. Their vibrant culture, particularly through cuisine, has endeared them to many around the world. One such entrepreneur is Naala Royale-Holder, a second-generation Jamaican immigrant, who has been operating the Dunns River Lounge in Rockville Centre, Long Island, US, for the last 20 years.
The restaurant has been a cherished fixture, known for its vibrant atmosphere and authentic Jamaican cuisine since opening its doors on June 2, 2004.
Like many businesses, Dunns River Lounge began as a hobby for Royale-Holder, who worked in marketing during the early years of her career. Her network and experience gained from her full-time job served her well, she told Loop News, when she decided to launch her restaurant and shift from the bar and entertainment she dappled in on the weekends.
Royale-Holder
Her experience at Aramark, where she built restaurant brands on college campuses, proved invaluable. Royale-Holder’s journey in the corporate world saw her rise from marketing manager to vice president, providing her with the skills to manage and market a food business.
“That gave me the experience of doing branding, working with chefs and building food concepts – which is what I was good at,” she said.
Looking for a passion project, she saw an opportunity in the market—most Jamaican eateries in the area offered only take-out. Dunns River Lounge, named after the iconic Jamaican attraction Dunn’s River Falls, was born out of this vision.
Royale-Holder’s choice of name was strategic, leveraging the positive associations with one of Jamaica’s most famous landmarks. The restaurant’s name resonated with both the Jamaican diaspora and locals, drawing in patrons curious about the cuisine and culture.
Royale-Holder would visit Dunns River Falls quite regularly with her mom, Gloria Royal Davis – who was the executive director at Jamaica Information Service (JIS) before moving to the Urban Development Commission, she told Loop News.
“It was such a pleasant childhood experience for me. When people talk about going on vacation, it’s one of the most known places so I decided to name it Dunns River to identify with Jamaica.”
Two things worked for her. With Jamaica getting most of its annual tourist arrivals from North America and being located in a predominantly white neighbourhood, her marketing ploy in naming the restaurant paid off.
“I figured if people see a sign that says Dunns River, they will come,” she mused.
Throughout the 20 years, and particularly during the pandemic when most businesses were shuttered to contain the spread of COVID-19, Royale-Holder had to modify her business model.
“One thing about Jamaicans, we know how to hustle and we are nimble. By the day after the announcement that restaurants could offer take-out, we had a take-out menu,” she said.
“I have the advantage of always being a marketer so text marketing was something I was doing long before it was popular. I had over 10,000 customers on text blast. I sent a text to customers…and we had lines up the block,” she said.
She not only changed her point-of-sale system to be able do take-out orders but began capturing customer’s names and telephone numbers so staff could add a personal touch when they called.
“It was a more upscale version of take-out and I think that was really what did it for us. People felt more comfortable and it just took off from there. My business almost doubled because I was able to pivot during the pandemic,” she said.
Today, the restaurant offers dine-in, catering, and take-out, with plans to expand.
“The main revenue stream is dine-in. We will continue to build our other revenue streams – the take-out and catering – even more.”
She is also working on acquiring some additional space to facilitate the planned expansion.
Royale-Holder prides herself on being a cornerstone in the community, noting her restaurant attracts people to Rockville Centre, who then patronise other businesses. Her contribution to Farm-Up Jamaica, the local fire service and scholarships offered are also part of the fabric of Dunns River Lounger, she said.
For Jamaicans abroad or at home who want to get into the restaurant business, Royale-Holder advises: “You have to be able to make calculated decisions. You don’t just throw something against the wall and hope it will stick. I have always believed in doing the research. It informs your decision.”
“You also have to get your customer’s feedback. I do focus groups all the time. As a restaurant owner, you have the advantage because your customers are in your face so you can talk to them and talk to people who are not your customers to find out what will make them become your customers,” she advised.
Balancing the finances is also key, she said. “Know your numbers. Don’t forget about the financial end of things because you can have great food and service but if you don’t understand your finances, and make informed decisions about pricing, menu and placements, it won’t work.”
In addition: “Build true customer relationship management where you’re not just taking orders but building a relationship with the customers.”
An example of this for her was her approach to adding the take-out side of the business during the pandemic.
“I made it a really pleasant experience, compared to other places where you have to wait in line. We packed their orders ahead of time and scheduled pick-ups. We changed the paradigm a little bit and it helped. It’s all about customer service,” she said.
