The culinary revolution that hit our food-obsessed country a decade ago shows no signs of slowing down, with the Indian F&B world buzzing with innovations in every aspect, from new food combinations to exotic produce to food-tech. Food-tech, however, is driving large scale disruption across the board, as customers take control of their food preferences through proliferation of new-age apps and services that have truly democratised access to speciality and novelty food items.
Also, we saw restaurants closed for almost 8-9 months continuously; what comes as a rescue for the already hit industry was takeaway and delivery as an option. As per restaurants, takeaway business has grown to 2X in the last 18 months. And, now even if restaurants are open, many people still prefer to opt for a takeaway option.
“Takeaway business has definitely grown a lot. Initially, it was a much smaller part of business as dining played a bigger role for restaurants but during the pandemic takeaways has become a big contributor for the business,” shared Vandini Gupta, Co-Founder, 1441 Pizzeria whose 10 per cent of the business is now contributed by takeaway.
Grab and Go as a trend
The pandemic has encouraged customers to order in which has made the concept of takeaways and driveways become very popular. Utilizing this to full potential, brands also initiated takeaway discounts helping with more orders while also saving us from aggregator margins. Though, there is no major customization done to these menu, restaurants did a lot of R&D to perfect the process of eating pizzas at home, grabbing their favourite burger on the go to having their favourite meal at their much loved restaurant so the customers can enjoy that experience as much as they would enjoy dining in.
“I believe that to introduce a new venture in the market, you need to make it a trend as customers always appreciate something new and creative as well as to create buzz and generate awareness among the audiences. Since Chickeera is also coming as a QSR chain, we would be pushing a limited menu through delivery while pushing all our other items through our upcoming dine-in restaurant,” pointed Kartik Juneja, Founder, Chickeera who is majorly focusing on delivery and takeaway orders.
Catering to the right clientele
“Although youngsters and young parents are more likely to go out and opt for takeaways, it really depends on location to location. For eg. Bandra and Fort have better demand for takeaways as compared to Kemps corner which has more delivery based audiences,” added Gupta who is planning to include discounts on takeaways more than on delivery as that also lets the customers see the space encouraging them to come over and dine-in.
Meanwhile, Juneja believed that the target audience can comprise of the entire country if the execution is done in a correct manner. “Our main expansion focus at the moment is on QSR Dining as our initial plan was to open Chickeera as a dine-in outlet, but due to the pandemic, we had to shift to a delivery-only kitchen,” he added.