(shanghaidaily)
Updated: 2006-08-23 09:51

                    

Earlier this year, Super Brand Mall made a concerted effort to bring greater variety to its various food outlets. The opening of an Element Fresh in June proved a good addition and a healthy alternative to the ubiquitous fast-food fare.

The new outlet, located on the ground floor of the Lujiazui shopping center, is the chain's sixth store and third full-menu restaurant.

Since opening its first outlet in 2002, the company has built its success on serving customers simple food in a relaxed environment. The restaurants are located in such convenient spots as the Shanghai Center on Nanjing Road W. and KWah Center on Huaihai Road M., among others.

Visitors to Super Brand Mall often marvel at the sheer scale of the complex which is absolutely massive. For such a huge building, however, the choice of eating establishments was previously somewhat limited, save for one or two restaurants that barely passed the mustard.

This year, however, changes have been made. The mall's management have focused on attracting recognized franchises to provide the throngs of office staff working nearby with something other than hamburgers and noodles in MSG soup.

A space at the rear of the building overlooking a park and as far away as the Bund, has been put to good use. This is where you will find Element Fresh.

The diner, which can seat nearly 300, is the largest in the Element Fresh chain. The design stays true to the others in the chain with clean, strong lines consisting of a focus on the basic elements. The tables are not cluttered and nothing is unnecessary.

The lighting is dimmed just enough for a relaxed dinner.

In the upstairs alfresco area, one is easily impressed by the size once again. The space occupies the northwest niche of the building, taking advantage of the building's high ceiling.

The outside wooden dining tables upstairs are classic Element Fresh design - simple with a touch of metal and playing on the elements. The white plates and glasses are large and plain and in a comforting round shape instead of some of the impractical futuristic rubbish that comes in all manner of strange forms. Element Fresh has clearly grasped the concept that less is more.

This mantra, however, does not extend to the food portions - especially not to its new dinner menu. It is doubtful anyone leaving the premises will be able to do so without a full stomach.

The mountain of garden salad that was served before the main course looked like it could probably have been used as a foundation stone for the mall. A variety of dressings were offered, such as Dijon or red wine vinaigrette and Thousand Island, and served on the side for customers to indulge themselves.

The main courses could have fed an army. The seared beef fillet (158 yuan/US$19.75) was doused with mushroom sauce and accompanied by a good helping of mashed potato. The grilled salmon (158 yuan) had a nice tang from the white wine and lemon sauce. The brown rice on the side was also fragrant, making the mouth water.

All main courses are served with salad or soup. Currently, for every two mains ordered, the restaurant is offering a complimentary bottle of Wolf Blass Eaglehawk red or white. The Australian wine provides a nice easy-drinking drop to go with the simple fare.

As large as the portions are, the focus here is definitely on making healthy food. This means minimal oil is used and no MSG added.

The chain is also well-known for its large selection of fresh fruit juices and smoothies, providing a healthy alternative to soft drinks, coffee and tea.

Service is another priority. The waiters are outstanding and were clearly able to describe the soup of the day and the special promotions. They were always within earshot, but far enough away so as to not to encroach on one's space.

Element Fresh is clearly a winning concept in Shanghai, serving a hearty yet healthy dinner in a serene environment. The prices are also reasonable and the excellent service gives reason for patrons to leave with a smile.

Address: G/F Super Brand Mall, 168 Lujiazui Road W.

Tel: 5047-2060