Food holds a great significance to the fasting Muslim population in the holy month of Ramadan. Many people during that period choose to dine-out and others book special meal orders. And the food giants, mainly the ones which serve non-vegetarian delicacies are playing hard to attract greater footfalls.
Popular cuisines on offer
Cuisines like Mughlai, Syrian, Lebanese, Moroccan and gulf are specially being served during Ramadan at different restaurants including Karim’s, Rrala’s Habibi, Khan Chacha, Zahrat Damas and Pista House in New and Old Delhi amongst other. Not only this, eateries in Old Delhi areas are serving an array of delicacies for Ramadan at a very reasonable rates for example Al Jawahar at jama Masjid is offering mutton stew at Rs 130, Anmol Chicken Corner & Al Khatir Restaurant, Sadar Bazaar is offering chicken malai tikka at just Rs 120 seeking crowd from all over Delhi during the pick hours of breaking fast.
Factors leading popularity
‘Arab Cuisines’ are becoming a lot more popular these days owing to the reason restaurants get a chance to sell these delicacies during Ramadan. Also these cuisines are equally popular among the Non-Muslims. According to Md Jawed, Owner and Partner, Khan Chacha, says, “By promoting such activities or special menus during a festive season cooks great business. We have mix visitors comprising of Muslim and non-Muslim crowds who love non-vegetarian delicacies.”
On the other hand, Chef Ratib, Head Chef, Rrala's Habibi, the Lebanese and Moroccon cuisine restaurant, says, “Our targets are definitely the Muslim and the Arabic families around the city.”
What’s there for restaurants?
Like other festivals Eid is also equally celebrated festival in India and therefore Ramadan dishes are also appetising for people. Capitalising this potential, restaurants serve a host of special delicacies and as per the restaurant owners they are witnessing a healthy growth by offering these special menus at their outlets. On an average, the food majors like Rrala’s Habibi has gained approximately 20-35 percent growth during Ramadan. Informing about the revenue achieved, Jawed, says, “We have witnessed a 20 percent growth on the Ramadan offerings comparing to 2013.”
How they promote?
To promote the delicacies and offerings being served during Ramadan, food majors have partnered with online food delivery channels to deliver haleem, biryani and other Ramadan special offerings across India. At the same time pamphlets, leaflets and brochures have been distributed around the cities to inform people about the Ramadan offering. Not only this, restaurants are heavily using Facebook, Twitter and other social channels to promote the deal.
Pista House, the Biryani and Haleem major in Hyderabad and Khan Chacha located at Delhi is targeting mix crowd although Khan Chacha receives a regular delivery orders from Embassy of Pakistan. In another instance, express distribution and supply chain major Gati Ltd has partnered with GI certified Haleem specialist Pista House to make Hyderabadi Haleem available in selected cities across India during Ramadan.
For those who really don’t want to look into the kitchen and prepare the Iftaar delicacies after a day-long fast, these restaurants are a good option to take a way out.