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That is more or less the advice the
previous owner of Fiedler’s Deli gave the new owner when
he took over. And good advice it was. Over 50 years ago Helmut
Fiedler started his butcher shop on Fergus Avenue and moved to
King Street – across from the Farmer’s Market - in 1964.to
expand to a regular European Deli – with emphasis on German
Imports. His customer base increased and Helmut, with the help
of his wife Angelika – and later on his daughter Sheila
Fiedler-Snyder – became one of the most successful
Delicatessen and Specialty Food store in Kitchener. The
customers knew what to expect and where to find it in the store.
When the Fiedler’s wanted to retire in 2006, a young
entrepreneur from Kenya took over.
Paul Amin, the new man stands not behind the scene, but
right in the front in the store by the cash register or
elsewhere on the floor. Paul is like a new "Mister
Congeniality". That way he gets to know the customers, makes
them feel welcome and gets a chance to practice his German
language skills, another one of his many talents.
He already speaks Swahili, English, Hindi and Gajarati and his
wife Jasmine constantly practices her German – often by asking
customers about wording on labels of some of the many German
products in the store.
The pleasant Paul Amin (40) has learned quite a bit already,
especially numbers – and how to greet his many German-speaking
customers in their native tongue.
He remembers being a bit scared that his customers would be
reluctant to accept an Indo-Canadian proprietor. But after about
a year of taking over the store he says his customers have
welcomed him and come to trust him. He does not hide and has
kept previous help – who know the business and often even the
customer by name – to make the changeover as seamless as
possible.
Paul Amin never ran a business of his own before coming to
Kitchener. He said that "Fiedler’s of Kitchener" as it
was then known by – was a good fit since the hours were not as
long as in a convenience store. He is also following the
previous owner’s advice: "Don’t change things and don’t move the
products around." (…if it ain’t broke, etc.)
Since that scheme has worked well in the past why should it
not work as well in the future? Fiedler’s specializes in
imported products such as German Magazines, European cosmetics,
Swiss and German Chocolates plus much, much more. There is also
a deli with specialty meats and a sandwich counter for the lunch
crowd.
Paul also mentioned that the business history was one of the
main reasons not to make any major changes and that his unique
product mix attracts customers from as far away as Windsor and
Toronto. The distinctive and long-time Fiedler logo has also
contributed to the continuity of the company in the public eye.
There is a parking lot beside the store and it is sometimes hard
to find a spot in it. One of his customers told me that he goes
to the farmers market to buy the produce and then walks over to
Fiedler’s for the rest of his needs. Well, that’s a good way to
shop! Where there is a will, there is a way!
r.k.a.
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