Amidst the clutter of merchandise that moves and less successful products, Iftikhar is seated behind a desk in the left hand corner of the room, vividly explaining his plans for the future.

Exhaling a transparent stream of smoke, he elaborates his freshest idea for the store.

According to Iftikhar, it won’t be long before River House residents unhappy with the juice-from-concentrate in the dining halls can come to Tommy’s for refreshment.

“I’m planning on bringing in a juice bar as soon as I get permission from the city,” Iftikhar says, explaining that his employees would have to be certified with 30 hours of training. “We’re talking fresh-squeezed orange juice, not like the Wrap,” he says, leaning forward to explain his plans. “You can have ice or no ice. You want carrot juice, we’ll have that. It’ll be just like you make it at home. Just fresh, fresh. We’ll make it in front of you.” He pauses for a moment. “I was thinking sugar cane juice, too. That might be something new.”

The Staples

Iftikhar loves to tout his store’s policy on filling customer requests.

“Sixty-five to 70 percent of the time we can get what you request and this is something you won’t find in the Square,” he says, smiling. “It’s our way of letting students know that we appreciate their business.” Customers can write in requests on a dry-erase board near the door. Once a request is submitted, Iftikhar and his employees attempt to find the product and stock it according to need.

“I had a customer buying garlic pickles last year,” he says. “She bought two jars every second day, but now she’s gone so movement of that product has slowed down and we don’t stock it.” According to Iftikhar, requests that they receive vary, but have included everything from diet root beer to hair elastics.

“People want the small things that you can get in a supermarket,” he says. “College students have different eating habits and different buying habits and we try to cater to that.”

Trying to satisfy students includes keeping a wide selection of products like cereals and bag candies on the shelves and may include a switch to Crimson Cash next year.

“I’m hoping to get that done here,” Iftikhar says.

Iftikhar caters to students because they compose the greatest percentage of his customers.

“Tommy’s is a good business, but it’s only profitable when the students are here,” he says.

Iftikhar has even ventured to stocking DVDs and says rentals have been successful, pointing out that there is no other movie rental store in the square.

Cell Phones and Indian Food