It is very important to know your customer- Bhanu Nehra

There has been a clear shift toward premiumization in the alcobev segment, driven by evolving consumer preferences, global exposure, and a growing appetite for refined experiences. This shift benefits the restaurant sector tremendously. 

A Real win for Restaurants
Premium alcobev choices translate into higher per-cover spends. It’s all about delivering something more meaningful high-quality ingredients, expert craftsmanship, and a sense of occasion in every sip. Around 60-70% of the brands focus on premiumization. Premiumization has been a real win for restaurants. Guests are now looking for unique, elevated drinking experiences and not just a standard pint. This opens up opportunities for curated menus, pairing experiences, and higher-margin offerings. It’s all about collaborating more closely with chefs, designing flavour-led tap takeovers, and turning a night out into something memorable.

Restaurants collaborate with premium brands to boost their revenue and to offer something new to the audiences. “We closely collaborate with premium alcobev brands through exclusive menu integrations, limited-edition pop-ups, and co-branded events. These partnerships help us stay fresh and relevant, while also offering guests something new to look forward to,” shared Amit Raman, General Manager, The Dragonfly Kitchen & Bar, Radisson Blu Pune Hinjawadi.

Pricing & Target Audiences
Premium beverages complement the culinary journey and enhance the overall guest satisfaction. Pricing and target audiences go hand-in-hand. Restaurants mainly target the age-group of 20-45 who are open for experimentation.

Commenting on this, Raman said, “Our target audience primarily includes urban professionals, millennials, and well-travelled guests who appreciate quality, and view dining out as a holistic lifestyle experience. Pricing for our premium beverages typically ranges from ₹700 to ₹2,100 per drink, with curated tasting flights and signature cocktails offering even greater value.” However, for Anirudh Khanna, Managing Director, Independence Brewing Company, the pricing typically ranges from 295 - 315 per pint in Pune while, 325 - 375 in Mumbai.

Crafting Unique Experiences
Focusing on quality and craftsmanship, it allows restaurant to go beyond just pouring a drink. It helps to create something truly memorable. With small-batch brews, seasonal flavours, and thoughtfully curated spaces, brands can offer guests experiences that feel personal and special.

Khanna mentioned that whether it’s a guided tasting, a food pairing, or a limited-edition release, it’s all about making every visit feel like something worth savoring.

Marketing it Right
These days it’s all about Aesthetic-Driven Marketing where they prefer high-contrast photos/videos of cocktails with smoke, fire, mist, or vibrant garnishes grab attention.

Dharmendra RS, COO, Gigu Hospitality explained that Influencer bartenders or celebrity mixologists create buzz-worthy content by doing a Limited-Edition Hype where brands announce “only this weekend” menus, guest mixologist nights, and bottle takeovers.

“We have to educate our audiences with the content through reels and videos. We can also add behind-the-scenes stories showing prep, sourcing, and technique. Hyperlocal targeting of premium clientele via platforms like Instagram and Zomato to promote elite events or drink launches is helpful,” he further pointed.

Sourcing the Right Ingredients 
Ingredients & Sourcing is really important as brands can partner with organic herb farms, single-origin bitters, and local foragers for fresh garnishes and botanicals. In-house syrups, shrubs, and infusions reduce dependency on external brands.

Highlighting on visual presentation, Dharmendra elaborated, “Cocktail plating is the new food plating – use of edible flowers, smoked domes, ice stamps, branded glassware. Naming cocktails with thematic inspiration (films, books, and seasons) adds identity. Standardization & SOPs and Staff training are very much needed.”

The Challenges Faced 
One of the biggest challenges is educating the market, not everyone immediately understands the value behind craft or small-batch brews. 

“There’s also the pressure of maintaining consistency while experimenting with new styles. For us, the key has been staying true to our craft while constantly engaging our audience, whether through storytelling, tastings,” added Khanna.

We can truly say that in the coming years, premiumization will go beyond just higher price points — it will center on perceived value, emotional resonance, and compelling brand storytelling.

India’s F&B industry is no longer solely focused on the metro cities. Instead, a bold new shift is underway: brands are actively choosing Tier-2 and Tier-3 cities for their next phase of growth. But this isn't a secondary strategy — it's a leasing-led, consumer-driven expansion with profitability and brand impact at its core.

According to Knight Frank's research on India, more than 38% of all new F&B store leases were signed in Tier-2 and Tier-3 cities in 2023; this percentage has risen over the previous five years. This tendency goes beyond pricing; it acknowledges that Tier-2 markets are ready for innovation, visibility, and unparalleled customer fervor, whereas urban areas have gotten saturated.

Metros like Mumbai, Delhi, and Bengaluru are dealing with a classic case of market fatigue. Take international coffee chains, for instance. In a city like Mumbai, these brands already have 100+ outlets, scattered across malls, business hubs, airports, and residential clusters. While this ensures market penetration, it also dilutes impact. The average consumer sees the outlet as just another stop in their daily routine — there's no novelty, no buzz.

Now compare that to a Tier-2 city such as Bhopal or Agra. An instant landmark was created when a global coffee brand launched its first café in Agra. Not only did the meal draw large crowds, but the brand value also did. It served as a background for weekend planning, Instagram stories, and selfies for weeks. Aspiration was being served by the store in addition to coffee. This powerful "first-store effect" is real. 

From a leasing perspective, the math is compelling. A premium high-street outlet in Delhi’s Khan Market or Mumbai’s Bandra could cost upwards of ₹1800–₹2200 per sq. ft. monthly. In contrast, a top-tier location in a Tier-2 city — say, on Agra’s Fatehabad Road or Lucknow’s Gomti Nagar — might cost only ₹200–₹250 per sq. ft., allowing for better formats, larger layouts, and more experiential interiors.

This shortens breakeven periods while also lowering CapEx and OpEx. A Colliers analysis claims that Tier-2 city outlets, particularly QSR and café formats that depend on strong foot traffic and brand recognition, recover expenditures 20–25% faster than those in metro areas.

India's fast-growing expressway network is driving F&B expansion outside of traditional urban boundaries, so it's not only about city centers. More than 34,000 km of national highways have been constructed as a result of programs like Bharatmala Pariyojana, which has increased the number of food courts and dining clusters along the highways. These corridors, which run from Delhi to Agra and Lucknow to Gorakhpur, are quickly emerging as the new "mini metros" for consumer brands.

Brands are capitalizing on this with dedicated outlets on highways, targeting both long-distance travelers and local commuters. More than 150 branded F&B outlets have opened on national highways in the past two years alone, as per ICRA data, with Tier-2 adjacent cities being the biggest beneficiaries.

The consumer has evolved, which is another significant catalyst. The Tier-2 city client of today was once thought of as traditional or value-first, but they are now ambitious, globally conscious, and tech-savvy. A more global palette has been influenced by social media, travel, OTT content, and influencer culture.

According to a 2023 NielsenIQ survey, 1 in 3 Tier-2 city customers follow food and beverage brands online, and 72% are receptive to trying foreign cuisines. These cities are actively seeking out trends rather than waiting for them to happen.

Whether it’s a ramen bar, Korean bakery, specialty coffeehouse, or poke bowl café, there’s curiosity, openness, and willingness to pay for quality. And with fewer established players on the ground, early entrants enjoy near-monopoly attention.

The difference in brand impact between metros and Tier-2 cities is stark. In Bengaluru, a new café opening may go unnoticed among hundreds of others. But in a Tier-2 city like Raipur, the same café becomes a talking point — local newspapers may cover it, food bloggers will spotlight it, and families will make weekend trips to visit.

Metro markets are no longer able to guarantee this level of exposure. Every outlet matters in Tier-2 cities, and each one has the capacity to act as a stand-alone brand ambassador.

This change is essentially driven by leasing. Brands are selecting cities based on the availability of premium retail real estate as well as possible consumer demand. Developers are reacting as well; according to RAI, new malls, food strips, and high-street retail zones are anticipated in more than 50 Tier-2 cities by 2026.

Better frontage, bigger footprints, and strategic positioning—all essential for visibility and profitability—can be obtained by companies through leasing in these regions.

The growing story of F&B in India is no longer limited to its major cities. Tier-2 cities are becoming more well-known as both consumers and market-makers as a result of increased wealth, increased visibility internationally, and improved infrastructure. In already congested malls, brands can achieve sustainable growth by making an effect where it counts most, when every store is the first and every customer is an evangelist for the brand.

In this strategy that prioritizes leasing and visibility, Tier-2 cities are not just feasible but essential.

The growth of cloud kitchens in India is being fuelled by the increasing demand for affordable, convenient, and quality food delivered to homes. Additionally, cloud kitchens benefit from lower operational costs since they do not require expensive retail locations or large front-of-house investments.

India's cloud kitchen market is on a remarkable trajectory - projected to hit approximately USD 2.84 billion by 2030, growing at a CAGR of 16.66%. This surge reflects how urbanization, evolving lifestyles, and the demand for convenient food delivery are rewriting the rules of dining.

Prominent companies have established prosperous multi-brand cloud kitchen empires, including Biryani by Kilo, Eat Sure, BOX8, Rebel Foods (Faasos, Behrouz Biryani), and Fresh Menu. In an effort to reach hyperlocal markets, a lot of restaurants are also introducing delivery-only sub-brands, marking 40-50% profits in the space.

The Ongoing Trends
Key trends shaping the cloud kitchen industry includes the adoption of multi-brand models within a single kitchen infrastructure to enhance operational efficiency. There is a notable rise in regional and comfort food delivery brands catering to diverse local tastes. Cloud kitchens are increasingly offering value-oriented options such as combo meals, meal boxes, and affordable single-serve meals.

“Businesses are also engaging in hyper local targeting to meet neighborhood-specific demand. To build stronger brand connections, they are leveraging influencer collaborations and social media engagement. Additionally, some cloud kitchen brands are beginning to explore physical formats like kiosks and food court outlets to provide an omni-channel experience,” added Aayush Madhusudan Agrawal, Founder & Director, Lenexis Foodworks.

Without décor or ambience to soften perception, hygiene becomes your frontline. Mohammed Bhol, Co-Founder and CEO at House of Biryan said, “I’ve found that daily protocols, rigorous training, and real-time audits aren’t just safety nets - they’re confidence builders. When people can’t see your kitchen, they need to feel your standards.”

He mentioned that he has learned the hard way, if it doesn’t arrive right, it doesn’t matter how good it tasted in the kitchen. “We’ve tested every layer: insulation, ventilation, seal integrity. Packaging isn’t a side gig, it's part of the recipe,” added Bhol.

Technology as the Backbone
Cloud kitchens function without a dine-in model, making technology vital at every operational level. From online ordering systems and kitchen display systems (KDS) to inventory and supply chain management, data analytics, smart POS integration, and automated marketing tools—each element plays a crucial role in ensuring seamless and efficient business operations.

Since cloud kitchens operate without a physical storefront, food aggregators serve as their primary digital marketplace. Platforms like Swiggy, Zomato, Zepto Café, Blinkit and Uber Eats offer immediate access to a wide customer base, making them essential for brand reach. They enhance brand discovery and visibility, while also handling delivery logistics—crucial for smooth operations. 

Aggregators also provide performance dashboards with valuable insights into customer behavior, order patterns, and conversion rates, helping brands fine-tune their strategies. Additionally, aggregator-led promotional campaigns and paid placements can significantly boost order volumes and visibility.

The Challenges
Cloud kitchens face several challenges, including high customer acquisition costs driven by intense competition and platform commissions. This can be addressed by building direct digital connections with consumers through channels such as WhatsApp, loyalty programs, and emailers. 

Another challenge is the dependence on delivery platforms for visibility which can be mitigated by investing in off-platform brand-building campaigns, digital content creation, and influencer partnerships.  Agrawal added, “Maintaining consistent quality, hygiene, and delivery standards across various locations is also crucial and this requires strict adherence to standard operating procedures (SOPs) and regular kitchen audits. Lastly, in a cluttered market, it is essential to craft a sharp brand positioning and compelling product proposition to stand out.”

"Finding the right location was one of our key challenges," Aksha Kambhoj, Executive Chairperson of Aspect Hospitality explained by adding that they sought areas with high foot traffic to maximize visibility.

It’s a Profitable Biz

A well-run cloud kitchen isn’t just powered by good food - it runs on strong systems. Industry data shows that a lean, efficient model can hit EBITDA margins of 20–25%, with high-performing outlets pulling in ₹1.5–2 crore annually per location - depending on how well you read the market and build recall.

“High-performing brands have demonstrated the potential to scale even further, reaching ₹70–100 crore in ARR within three to four years, as seen in the case of Big Bowl,” added Agrawal.

While, the future will be focused on AI-powered kitchen operations, and tighter connectivity with fast commerce systems. Cloud kitchens are expected to become a major player in India's F&B industry with major focus on tier-2 and tier-3 cities.
 

Restaurant pop-ups are rapidly gaining momentum in India, not just as a culinary trend but as a strategic business and marketing tool. From experimental kitchens and chef collaborations to best bar takeovers and themed dining concepts, pop-ups are allowing restaurants and hospitality brands to stay agile, relevant, and culturally engaged.

This format offers a unique opportunity to test new ideas, like menus, concepts, or even partnerships without the long-term investment of a full-scale outlet. The trend is fuelled by social media buzz, influencer collaborations, and community platforms. With exclusivity, visual appeal, and time-bound availability, these events tap into FOMO while leveraging digital storytelling to generate viral traction and broader brand visibility. Around 80% of the restaurants in India are doing pop-ups to attract more customers.

What’s pushing the Growth?

Pop-up restaurants bring a fresh experience to a new market for a short span of time. In this type of formats, guests sample the cuisines, setting, service, etc. Pop-up restaurants are also a new way for restaurateurs to test out a product on a new market with a very low investment.

Pop-ups offer immense strategic value to restaurateurs. Ranbir Nagpal, CEO of Yazu Hospitality Pvt. Limited shared, “At KICO, we've seen how a well-executed popup can drive buzz, test new markets, and expand our brand footprint. They allow us to experiment with limited-time menus or collaborative formats without long-term overheads.”

More than just revenue generators, they’re excellent tools for community building and storytelling — particularly when done around cultural moments or niche interests like sneakers and cocktails, which are integral to our brand.

Saket Agarwal, Co-Founder, Manifest Hospitality said, “At Latoyá, we see them as cultural and culinary exchanges, an opportunity to showcase fresh ideas, collaborate with like-minded talent, and bring in footfall that extends beyond regular diners. From a brand perspective, pop-ups help build relevance and community, especially when there’s a strong concept, storytelling, and synergy behind the collaboration.

The Right Clientele

The target audience is typically urban millennials and Gen Z diners, those who are experimental, digitally active, and place a premium on novelty and curated experiences.

Angadh Siingh, Co-Founder of Call Me Ten said, “While some events are priced at a premium due to their exclusivity or the involvement of celebrity chefs, others are more accessible to attract volume and footfall. The strategy often depends on the intent, brand building or revenue generation.”

Overcoming Challenges

Challenges typically lie in operational compatibility, from aligning kitchen setups to managing workflows with guest chefs or bar teams. The key is tight pre-planning: understanding their prep and service needs, doing dry runs, and keeping communication crystal clear.

Highlighting his views, Nagpal added, “We’ve learned that keeping the menu tight, using portable equipment, and pre-planning tech and design elements is key. Clear communication, a strong visual identity, and local influencer engagement go a long way in creating impact fast.

“Technology, especially tools that streamline ordering, inventory, and kitchen coordination can really help minimize chaos and maximize output,” pointed Agarwal.

The Business Scenario
A well-executed pop-up with the right audience fit can lead to a significant boost in sales during the event window and a strong halo effect afterward. More importantly, it adds to brand value and recall, which is harder to measure but incredibly important in the long run.

“In terms of business value, popups can lead to 20–30% increase in revenue during activation windows and offer huge intangible value — new customer acquisition, social media traction, and potential partnerships,” highlighted Nagpal.

While Siingh added that the long-term value often lies in audience engagement, brand recall, and creating a deeper emotional connect with diners.

The future is quite certain that the trend will increase as pop-ups are no longer a novelty, they are becoming a powerful tool in a restaurant's culinary and cultural playbook.
 

In-house bakeries are becoming a defining feature of modern cafés, driven by growing consumer demand for freshness, craft, and ingredient transparency. On-site baking enables brands to craft unique offerings, enhance sensory appeal, and ensure stricter quality control. Though, it demands skilled talent and higher operational investment, the model offers lasting brand distinction, improved profit margins, and a more meaningful guest experience.

The Indian bakery market is expected to grow at a CAGR of 9.12% from 2025 to 2033, reaching a projected value of USD 31.5 billion by 2033. Around 45-50% of the cafes are focusing on in-house bakeries to increase their profits.

Ongoing trends in this sector
There is a shift towards more mindful baking—where indulgence meets intention. Trends include a rise in gluten-free, eggless, and refined sugar–free options, along with small-batch viennoiserie, nostalgic desserts with a twist, and seasonal menus that reflect local produce. 

Rahul Bajaj, Founder of The Blue Gourmet said, “Sustainability is also playing a larger role as cafés are choosing clean-label ingredients, reducing food waste and packaging consciously.”

Pairing coffees with baked goods
Coffee and pastry are being curated more intentionally than ever before. Eesha Sukhi, Director, The Bluebop Café said, “Curated pairing menus for e.g., espresso with chocolate tarts, pour-overs with almond croissants are on rise as brands can promote combo deals to drive trial and boost average spend.”

Adding to this, M. Balaji, Co-Founder & CEO, Dolci, Bengaluru said, “You’ll find options like bagels, flaky croissants, spiced tea cakes, and even Indian-inspired bakes—think masala breads or cardamom-infused pastries—that are designed to complement specific brews or blends.”

Cafés are doing pairings to enhance both flavour and guest experience. This level of thoughtfulness encourages exploration, increases average spend, and elevates the café from a transactional pit stop to a destination.

Overcoming Challenges
Running an in-house bakery comes with operational hurdles—early prep cycles, space limitations, skilled manpower, and maintaining consistency. Bajaj highlighted, “The key is to build a focused menu, invest in versatile baking equipment, and cross-train staff to ensure flexibility.”

Baked goods also have a shorter shelf life, so managing wastage becomes crucial. “There’s food safety and hygiene—something that’s under increasing scrutiny. If you don’t get that right, it can lead to serious consequences, including license cancellations,” added Balaji.  Ingredient sourcing is another hurdle, especially with fluctuating prices and supply inconsistencies.

The Business Perspective
Exact numbers vary from brand to brand, but in-house bakeries definitely help increase average spend per customer. While Sukhi pointed that in-house bakery sales can contribute 20%–30% of total revenue, depending on the café’s focus. 

“India’s bakery market is already valued in billions, and it’s growing steadily—around 9% year-on-year. So, for cafés, having a bakery section isn’t just nice to have—it’s becoming essential to stay competitive,” added Balaji. 

Signature bakes often drive impulse buys, have higher margins than beverages, and perform well across both dine-in and delivery formats. “In-house bakery sales can contribute anywhere between 25% to 45% of the total café revenue, depending on how integrated and visible the offering is,” added Bajaj.

Hence, we can surely say that cafés with in-house bakeries are redefining the new age café experience. It’s no longer just about a good cup of coffee—it’s about the story, the aroma of fresh bakes, the quality, and the comfort that comes with it.

As restaurant brands plan for expansion, they usually adopt a blend of strategic, operational, and brand-focused approaches to drive sustainable growth. With the industry projected to directly employ nearly 10.3 million people by 2028, it's clear that the sector is experiencing rapid growth. In this competitive landscape, every restaurant or café aims to broaden its footprint across multiple locations. To achieve this, brands requires the implementation of specific key business strategies. They are:

Localisation is Important

Adapting existing dishes or creating region-specific items like authentic chinese cuisine are served very rarely in India, serving Indo-Chinese to suit the Indian palate. 

“Innovation is all about hyper-local inspiration. We’re exploring jamun-based sours, curry-leaf-infused gin cocktails, and pickled elements in our drinks. We will soon be featuring summer special cocktail and mocktails featuring kokum, tamarind, raw mango, ripe mango and more—each with a little local inspiration behind it,” shared Hemender Reddy of The Moonshine Project.

Targeting Right Location = Right Audience

Location plays an important role in running the business profitably. Commenting on the same, Aksha Kambhoj, Aspect Hospitality said, “We have ambitious growth plans and are actively exploring opportunities in key urban centers and high-potential markets. Our expansion strategy is guided by a thorough understanding of consumer demand and market dynamics.”

After all, right location helps in maximizing the profits and serving more customers.

“Our expansion strategy for Mumbai in 2025 and 2026 involves establishing a significant presence across various high-footfall locations to ensure maximum accessibility for our customers, aiming for approximately one outlet every 3 to 4 kilometers like Highstreets, Malls, Airports, Metro Stations, and Corporate Parks etc,” added Kamboj.

Digital and Delivery-first Models

Consumer preferences are increasingly leaning toward convenience and digital ordering. To meet this demand, many brands are developing their own apps, collaborating with delivery platforms like Swiggy, Zomato, and Uber Eats, or launching cloud kitchens and dark kitchens to streamline operations and reach a wider audience.

Although, one thing is constant is that restaurants earn around 50% of the revenue through delivery platforms.

Ruchyeta Bhatia, Co-Founder, Poetry by Love & Cheesecake said, ‘The focus is more on technology and building systems to strengthen their product rather than following trends, as the brand aim for long-term stability. Our revenue is primarily driven by dining (70%), with deliveries accounting for 25-30% (aggregators, not their own).”

Skill-Building Opportunity for employees

Not all restaurants focus on growth of their employees. While some give opportunities to develop them so that employee satisfaction is given and there is a room for growth. This helps the employee to stay in the hectic-work environment for longer duration. 30-40% of the restaurant brands focus on skill-building and well-being of the employees.

Seijiro Hirohama, Managing Director, Kuuraku India Pvt Ltd said, ‘We have developed our own certification programs for Yakitori Chefs and Sake Sommeliers to ensure that our team is trained in both skill and spirit. These programs are carefully designed and closely monitored by our Japanese chefs, who pass on their knowledge, traditions, and techniques to maintain the highest standards of Japanese culinary excellence.”

While, Rahul Shetty, MD, Peninsula Hospitality stated, “If you are running a business, lot of departments has to be taken care of. We do have cross training options and also explain an employee of what all can be focused on specific career for motivation.”

As we mark International Burger Day today, we’re not just celebrating a sandwich—we’re celebrating creativity, evolution, and the sheer joy of a great, messy, unforgettable bite. What began with mass-market fast food has matured into a more dynamic segment. 

The QSR market in India is USD 27.8 bn, growing at 9.36 per cent CAGR to reach USD 43.5 bn by 2030. Rising food costs and the relentless churn of delivery platforms keep brands constantly adapting. Globally, there's been a clear shift and burger is becoming one of the top loved food item on the menu. From mass-produced patties to chef-driven concepts that emphasize quality ingredients, bold flavors, and texture.

In India, top players include McDonald’s, KFC, Burger King, Burger Singh, and Jumbo King. Homegrown brands like Biggies Burger, Good Flippin’ Burgers, Boss Burger, and Louis Burger are gaining strong traction. Today, brands expect nearly 50% of their revenue to come from a mix of dine-ins and deliveries. The market size is estimated at ₹2,500 crore and continues to grow.

Driving growth on uniqueness
Every brand has their own uniqueness which defines them. They can stand out by creating a flavour which is non-negotiable. “At Boomburger, we’re constantly experimenting. Our vision is to create handheld versions of some of the most beloved dishes in the world. Whether it’s a rich and luxurious French boeuf bourguignon, an Italian mushroom alfredo with truffles, or even the humble South Indian masala dosa,” shared Chef Harsh Garg, Founder and Head Chef at Boomburger. These brands try to keep customers engaged and intrigued with their bold flavours, smart and value for money pricing and convenience.

“We are seeing strong trends toward premiumization, think artisanal ingredients, plant-based and vegan offerings and a greater emphasis on enhancing the customer experience through curated menus and brand storytelling. While this shift reflects evolving consumer preferences, it also presents challenges,” added Shreh Madan, Co-founder, Burgrill.

What’s trending
One of the biggest trends right now is Korean BBQ-inspired creations like gochujang glaze, kimchi slaw, and bulgogi just to name a few. Brands are riding this wave by introducing authentic and innovative Korean-inspired menus that connect with today’s experience-driven, adventurous consumers. It’s not just about food — it’s about serving a slice of pop culture on a plate. With its bold, umami-rich flavors and massive cultural influence powered by K-pop and K-dramas, Korean food has captured hearts (and taste buds) across the world — including India. 

From Wendy’s to Burger King and McDonald’s all riding the K-wave. Commenting on the same, Nishant Kedia, CMO – India, Rebel Foods that runs Wendy’s in India said, “This isn’t just a food launch. It’s a full-blown cultural moment. We’ve brought the K-wave to the Indian table – combining explosive flavors with equally exciting content. From anime-inspired visuals to ASMR mukbangs, the Korean Range is not only a delight to eat, but a vibe to experience. And customers are absolutely loving it.”

Motivated by current trends and the growing popularity of Korean food, Burger King has created a menu that offers more than simply spice; it's a true flavor of Korea. Red chillies, ginger, garlic, and sesame seeds add depth to the multifaceted flavor profile.

“Guests today are looking for new, exciting flavours that push the boundaries of taste. We have seen Korean flavour frenzy across categories and in our internal research too Korean came up as a top consumer flavour preference. With the Korean Spicy Fest, Burger King is delivering an authentic, crave-worthy experience that brings the global Korean flavour trend right to our guests. We’re confident that the combination of premium ingredients like the Brioche bun, bold Korean flavours, and a variety of burgers and snacks will make this an instant favourite of our guests,” pointed Kapil Grover, Chief Marketing & Digital Officer, Burger King India.

Staying Ahead of the Game
Innovation today is happening both in the kitchen and in the way, brands run their business. Most brands are experimenting with flavours to grab consumer attention, but the real game-changer is innovation in formats and models that make the business more agile and scalable.

For eg; Burger Singh has introduced a kiosk format that is compact, efficient, and mobile. It can be set up quickly in any high-footfall location and, if needed, moved to a better spot with minimal hassle, minimizing the location, rental risk down. 

Hence, we can say that with input costs are rising, aggregator commissions on the higher side, and in-consistency across locations, brands that can stay sharp on operations while delivering strong food experiences will come out on top. Hence, brands that prioritize flavor integrity, focused innovation, and cultural awareness are the ones that will earn lasting loyalty.

As the global hospitality industry continues to grow, its environmental footprint becomes increasingly significant. Among the many sustainability challenges hotels face, the excessive use of single-use plastics in food service is one of the most pressing. From plastic cutlery and straws to condiment packets and cling film, these items contribute substantially to pollution and landfill overflow. However, with mindful strategies, hotels can pivot toward greener food service operations that benefit both the planet and their bottom line.

Why Reducing Single-Use Plastics Matters 

Single-use plastics, designed for convenience, often end up in oceans, rivers, and landfills, where they take centuries to decompose. These plastics harm marine life, pollute ecosystems, and contribute to greenhouse gas emissions during production and disposal. For hotels, which serve thousands of meals annually, even small changes can have a major cumulative impact.

Furthermore, an increasing number of travelers are prioritizing sustainability. A 2023 report by Booking.com revealed that 76% of travelers want to travel more sustainably. By reducing single-use plastics, hotels not only demonstrate environmental stewardship but also align with consumer expectations.

Practical Steps Hotels Can Take Transition to Reusables 

The most impactful solution is often the simplest: replace disposable items with reusable alternatives. Stainless steel cutlery, ceramic dishware, and glassware eliminate the need for plastic forks, spoons, and cups. For in-room dining or buffets, hotels can provide washable trays, plates, and utensils.
Although the initial investment may be higher, the long-term savings on disposable purchases and waste disposal make it economically viable. Moreover, reusables elevate the guest experience, reinforcing a sense of quality and responsibility.

Switch to Compostable or Biodegradable Options 

Where reusables aren’t feasible—such as in takeaway services or for outdoor events—hotels can use compostable alternatives made from cornstarch, bamboo, or bagasse (sugarcane fiber). These materials break down much faster than traditional plastics and are less harmful to the environment.

It is important, however, to ensure that these items are actually composted. Hotels should collaborate with local composting facilities and clearly label bins for guests and staff to encourage proper disposal.

Eliminate Plastic Bottles and Straws 

One of the most visible forms of plastic waste is the ubiquitous water bottle. Hotels can install filtered water dispensers in common areas and offer refillable glass bottles in rooms and restaurants. Many properties have also opted to provide reusable aluminum bottles as welcome gifts, reinforcing sustainability values.
Similarly, straws—often used once for mere minutes—can be eliminated altogether or replaced with paper, metal, or even pasta-based alternatives.

Rethink Packaging and Condiments 

Small sachets of ketchup, butter, and sugar may seem convenient, but they generate immense plastic waste. Hotels can replace these with bulk dispensers or serve condiments in small reusable ramekins. For packaged snacks or minibar items, sourcing from suppliers that use biodegradable packaging can make a significant difference.

Engage Suppliers and Vendors 

Hotels must work closely with their food suppliers to reduce packaging at the source. Opting for bulk purchases, reusable delivery containers, and minimal-waste supply chains helps reduce plastic before it even enters the property.
Suppliers can also be encouraged to shift to eco-friendly alternatives through sustainability clauses in vendor agreements.

Educate Staff and Guests 

No green initiative succeeds without awareness. Staff should be trained on the importance of reducing plastic and the procedures for handling compostables and recyclables. Similarly, signage can guide guests on proper disposal and promote the hotel’s sustainability efforts. Offering behind-the-scenes tours, sustainability briefings, or even eco-themed dining experiences can further engage guests and turn them into brand ambassadors.

Monitor, Measure, and Communicate 

Hotels should regularly audit their plastic usage and set measurable goals for reduction. Sustainability efforts, when transparently reported, enhance a brand’s credibility and attract eco-conscious travelers. Annual sustainability reports, social media updates, and third-party certifications like EarthCheck or Green Key can showcase these achievements.

Reducing single-use plastics in hotel food service is no longer optional—it’s a strategic imperative. By embracing reusable items, sustainable alternatives, and responsible sourcing, hotels can make meaningful environmental contributions while appealing to a growing demographic of eco-aware travelers.

The path to greener plates is paved with innovation, collaboration, and commitment. And with every plastic fork replaced or bottle refilled, hotels take one step closer to a cleaner, more sustainable future.

Multi-brand restaurants are rapidly expanding in India, driven primarily by evolving consumer preferences and an increasingly competitive food service market. Today’s consumers crave variety and convenience that drives demand for the multi-brand restaurants offering diverse cuisines under one roof. To meet this, brands are expanding through thoughtfully curated spaces while maintaining consistency in identity, quality and service.

While the success is driven by brand loyalty, scalable formats, and smart location strategy. Around 40-50% of restaurant brands in India are multi-brand restaurants who have successfully opened different brands in various locations.

What’s pushing the trend
Urban diners increasingly seek spots with great ambiance, food, and service. Higher disposable incomes, social media trends, and lifestyle-driven dining are fueling this growth. They look for multiple options under one roof.

Sumit Govind Sharma, Director at Monarch Hospitality said, “Real estate opportunities and investor interest in scalable F&B formats have enabled brands to grow from one flagship outlet to multiple locations.”

Millennials and Gen Z consumers value experiences over products, actively seeking venues offering diverse, engaging culinary journeys. “Digital advancements, including food delivery platforms and social media, have increased consumer awareness and accessibility, thereby promoting these multi-brand concepts effectively,” commented Rajit Shetty, Managing Director, Ramee Group of Hotels.

How it benefits the brand
Benefits include brand recognition, economies of scale, and the ability to reach a wider audience without diluting the core concept. Rajan Sethi, Managing Director, Bright Hospitality Pvt. Ltd pointed that a single-brand approach often can't fulfill the diverse expectations of the modern consumer. That’s where a multi-brand ecosystem comes in; it allows you to cater to distinct moods, occasions, and audiences less than one umbrella.

“From the soul-soothing simplicity of Omo Soul Food Community to the high-energy bar AMPM Coffee & Cocktail Bar, from the nostalgia of Ikk Panjab and The GT Road to the easygoing all-day vibe of Espressos any day, and the artisanal depth of our coffee brand Ngarum, each concept serves a different purpose. That segmentation is what keeps the customer engaged and loyal,” added Sethi.

The Major Challenges:
Challenges come in maintaining consistent quality, service standards, and brand ethos across outlets, especially with different local teams and markets.

“By offering multiple cuisines, restaurants mitigate risk and attract a wider audience, ensuring consistent footfall throughout various times of the day. However, these ventures face challenges like operational complexity, maintaining consistency across multiple brands, and higher initial setup costs due to varied kitchen setups and specialized staffing needs,” added Shetty.

Expressing his views, Sethi said, “It also comes with its own set of challenges like brand cannibalization, maintaining individual brand identities, and scaling without diluting the ethos of each concept.”

Driving Growth
In India’s fast-paced F&B landscape, multi-brand success is limited to those who innovate, streamline operations, and build distinct brand identities. Despite hundreds of new concepts launching annually, only 10–15% of F&B groups manage to scale and sustain more than two successful brands long-term.

At Bright Hospitality Private Limited (BHPL), the multi-brand strategy has been a major growth engine — contributing nearly 75% of their overall business.

Sumit shared that a successful outlet model, once proven, can be scaled to multiply revenue streams. “In our experience, each new Eve location contributes both to topline growth and brand equity and opens up new opportunities for collaborations, events, and community engagement,” he added.

“Multi-brand restaurants can significantly increase business potential, often generating 30-50% higher revenues compared to single-brand establishments due to their broader market reach and appeal,” said Rajit.

The future of multi-brand dining in India looks bright, driven by innovation, tech integration, and immersive marketing strategies. With sustainability and shifting consumer tastes in focus, these restaurants are set to play a key role in the country’s dynamic food landscape. It’s not about adding more brands for the sake of scale; it’s about building a curated ecosystem where every brand tells a different story but flows from the same vision.

Authenticity is essential for any chef—not just in the dishes they create, but in building their reputation, connecting with guests, and ensuring lasting success. Being authentic doesn’t mean being bound by tradition; it means honoring a dish’s origin while presenting it with integrity. It’s about earning trust and maintaining credibility.

Authenticity also involves cultural awareness and clear intention—understanding the history, techniques, and purpose behind a dish, and resisting the urge to compromise it for fleeting trends. Striking that balance between tradition and innovation is something restaurant and chefs aim for. Around 70-80% of the restaurant brands focus on authenticity in food as that defines the brand.

How do Brands Define Authenticity

Authenticity is emotional; it’s about capturing the soul of a dish, the memory and meaning it carries. 

Chef Shamsul Wahid, Group Executive Chef, Impresario Entertainment & Hospitality Pvt Ltd said, “We don’t chase tradition blindly; we study it, respect it, and then interpret it through our lens. Our SOCIAL menu is a great example. Dishes like Anda Shammi Pao, Chilli Chicken, or Tikka Tacos may look modern, but they’re deeply rooted in India’s comfort food vocabulary. We’re not reinventing flavours, we’re representing them in a way that today’s diner connects with.”

“For me, authenticity is more than tradition — it's emotional truth in food. As a Thai chef working internationally, I've learned that authenticity comes from understanding the soul of a dish: its balance, its roots, and why it exists. At Sweet Basil, a Thai fine-dining restaurant I helped pre-open in India, I faced the challenge of staying true to Thai flavor while adapting to new palates and supply limitations. That’s where innovation stepped in — not to change the story, but to help tell it better,” explained Chef Panisa Jaiboon, Chef de Cuisine, LYFE Hotels.

Authenticity is perceived as food that is rooted in culture, tradition, technique, and the stories of the people who are part of that narrative.

Commenting on this, Poornima Somayaji, Founder of Aragma said, “To us, authenticity means being honest in the way we create food that truly connects with people. It’s about serving innovative dishes curated with intent, respect for ingredients, and a commitment to staying true to the spirit and story of each dish.”

The Challenges

The challenge lies in balance. Authenticity can’t be reduced to buzzwords or filters. It demands depth, listening to local voices, investing time in research, and holding back when needed. At the same time, innovation needs confidence andcultural empathy. Lack of training, preserving culinary heritage and balancing labour intensity is a challenge.

Adding to this, Chef Panisa shared, “The real challenge is ‘How do you evolve without losing essence?’ I overcome it by grounding every creative step in Thai philosophy, and by mentoring my team to understand not just 'how' to cook — but 'why'. Innovation for me is thoughtful evolution.

We can overcome these by:
– Establishing strong sourcing connections, especially with farmers
– Preserving core flavors using modern technique, Training the staff, focus on labour
– Educating guests to embrace new interpretations
– Celebrating true stories and the people behind the food

The future is exciting with global citizens seeking meaningful, story-driven food experiences that transcend borders while staying rooted in authenticity. It lies in micro-regions and forgotten formats. If chefs can act as both archivists and explorers, documenting and evolving, we’ll create food that’s emotionally true, endlessly exciting, and deeply human.

The kiosk model is completely reshaping how people experience fast food—especially in a market like India, where convenience, speed, and affordability matter. The major impact in this model is fast ordering, personalization, better staff allocation, seamless digital payment, enhanced customer control and data driven insights.

Leading chains like McDonald’s, Haldiram’s, Icecream Works, Barista, Domino’s and Rebel Foods are successfully running in Kiosk model among others. Let’s see how this model is growing in India.

What’s Pushing the Growth
The growth momentum is largely driven by changing consumer habits—as people prefer quick bites, minimal waiting time, and grab-and-go options. Kiosks meet all those needs, and with smaller formats, they also offer brands a quicker route to scale.

“Our kiosk formats are designed to deliver premium coffee and food offerings with minimal wait time, making them ideal for high-footfall areas like malls, corporate parks, airports, and transit hubs. The compact footprint allows us to maintain operational efficiency while keeping costs lower, which in turn supports better pricing and quicker ROI,” shared Rajat Agrawal, CEO, Barista Coffee

For the customer, it’s all about accessibility - grabbing their favorite beverage or snack or dessert without compromising on quality or service.

 “We view the kiosk model as a game-changer in the fast-food sector. It allows us to bring Haldiram’s trusted quality and flavours to locations where full-scale outlets may not be feasible. They also enable us to test fresh markets and reach a larger customer base while staying true to the core Haldiram’s experience,” mentioned Kailash Agarwal, President-Retail, Haldiram’s.

Commenting on the same, Alisha Chona, Founder Ice Cream Works added, “Kiosks allow us to be present in high-footfall locations like malls, cinemas, and transit points without the overhead of a full-scale outlet. It brings our brand closer to the consumer, right when they’re craving something quick and indulgent.”

One can test new markets, new products, and even seasonal concepts with minimal risk. It’s all about reaching more customers in high-traffic areas.

The Challenges Faced
The biggest challenge is space—kiosks are compact, which means everything from storage to prep to service needs to be ultra-efficient. There’s also a need to maintain the same product quality and hygiene standards as a full-scale store, which can be tricky in a smaller setup. Maintaining consistent quality in a compact format can be challenging, especially during peak hours. 

“We resolve this by optimizing our kiosk menu, investing in efficient equipment and training staff members to deliver the same quality service as our larger outlets,” added Kailash.

While, Alisha highlighted, “We have worked around this by investing in smart equipment, simplified prep processes, and robust SOPs. Training is key—our kiosk staff is superstars who multitask effortlessly and are deeply aligned with our brand values. Technology also helps a lot—integrated POS systems, inventory tracking, and digital menus streamline the entire operation.”

Meanwhile, At Barista, Rajat tackle this with a focused product range, compact equipment, and well-trained staff. Choosing the right high-footfall locations and using tech for ordering and inventory helps them ensure a seamless experience despite space constraints.

Business Aspects
Around 25-40% of the top brands are working kiosks model which proves that this model works exceptional in high-footfall environments. This model is promising has it has lower investment with higher returns with brands tapping in key locations. From a business standpoint, kiosks are cost-effective. It requires fewer staff and lower rent. But beyond economics, they’re flexible.

Brands are focusing on expansion in tier-2 cities like Indore, Kochi, Pune and Jaipur due to the demand in kiosks and comfort in digital payments.

“At Ice Cream Works, we see them as a smart, scalable format—especially because they require lower investment, can be placed in high footfall areas, and often deliver a quicker return on investment compared to full-sized outlets,” added Alisha.

There’s no denying that Kiosk model is absolutely going to be a strong part of the future for fast food and dessert brands. AI-powered kiosk with multi-lingual support will be on trend with wider deployment in tier-2 and tier-3 cities.

Beverage in a restaurant menu is no more an add on in the menu, today people go out to a restaurant searching for creative, innovative drinks and beverages. Around 30-40 per cent of sale these days contribute alone to the beverages. Guests are moving beyond the visual ‘wow’ and seeking flavour depth and balance. There’s a growing demand for drinks that are smarter — not just stronger.

What’s Trending?

Today’s beverage scene is evolving fast.  From functional beverages, to low and no-alcohol options and local sourcing, the bars are experimenting with it all to stay ahead in the race. 

“The leading trends we’re embracing at Zeno by the Sea include; functional beverages, low and no-alcohol options – sophisticated, spirit-free choices are here to stay, and we craft them with just as much complexity,” shared Kamal Kohli, Beverage menu curator, Zeno by the Sea, Goa by adding that local sourcing and reusable garnishes to zero-waste syrups, eco-conscious practices are no longer optional—they’re expected.

Restaurants and bars are also including usage of natural ingredients that aim to reduce sugar content in beverages or offer alternative with a natural sweetness.

“Guests are moving beyond the visual ‘wow’ and seeking flavour depth and balance. There’s a growing demand for drinks that are smarter — not just stronger. With Reflections, we’ve leaned into that by using these methods not just for technique’s sake, but to elevate flavour and texture in a way that feels seamless,” added Jenu Sunny, Head Mixologist, one8 Commune - Golf course Road.

Presentation is the Key

Gone are the days when people would love to drink a normal looking drink; today diners are looking for creativity, presentation as they say people eat with their eyes first.

“Reflections is a cocktail menu that challenges perception — cocktails, but sharper. Cleaner. Smarter. Born from a collaborative spirit, each drink is crafted using precision techniques like clarification, milk-washing, fat-washing, and sous vide infusion. The result is a series of cocktails that look deceptively simple but are layered with bold, refined flavours. Reflections is not just a menu, it’s a statement — a celebration of clarity in form, depth in taste, and creativity that doesn’t shout, but lingers,” pointed Sunny who has done one of the boldest creative moves with Bangkok Boulevard — it takes all the flavours of a Thai curry and transforms them into a clear, layered cocktail. Tequila, orange-infused vodka, lemongrass, kaffir lime, and Thai basil — all clarified to appear transparent, but with an intense aroma and flavour that completely defies its look. 

These cocktails are not just drinks, they’re experiences that challenge perception and redefine what a cocktail can be.
Commenting on the same, Kohli, mentioned, “Our proudest innovation is the Time-Travel Beverage Menu—a storytelling journey through eras and cultures, reimagined in drink form. Each cocktail is rooted in a historical or mythical narrative, paired with seasonal ingredients and unique presentations.”

Seasonal Beverages vs Year-round Options

Around 60-70 per cent of Restaurant and bar guests now lean toward seasonal or concept-based menus as they are now aware that restaurants and bars are not mixing drinks, instead are using culinary techniques like fat-washing, aeration, and sous vide to build flavour. When people see that level of innovation, they’re far more open to trying something new. 

There’s a growing appetite—particularly in warmer months—for drinks that reflect the season. Tea infusions and botanical mocktails shine in spring and summer, while spiced coffees and barrel-aged blends gain traction in the cooler months. The perceived value and novelty of seasonal drinks play a big role in driving that curiosity.

“At Zeno by the Sea, health and wellness are foundational to our beverage innovation. Our guests are increasingly conscious of what goes into their glass, and we honor that by emphasizing four pillars: nutritional value, natural and seasonal ingredients, alignment with dietary trends, and listening closely to consumer feedback. Whether it’s reducing sugar, embracing adaptogens, or offering alcohol-free sophistication, every drink is crafted with well-being in mind—without ever compromising on flavor or experience,” Kohli further explained.

Pairing Food with a Perfect Drink

“We consider the flavour profile of both the food and beverage to create a harmonious parings. We balance and contrast flavours between the food and beverage to create a delightful experience,” added Founders at Fingerprint & Warehouse.

Similarly, for brands like One8 Commune, that has a menu like Reflections, where each cocktail is built on clarity and complexity, food pairing becomes an art of balance. 

“We consider the core flavour profile, texture, and intensity of each cocktail — whether it’s bright and citrus-forward, herbaceous and floral, or smooth and spirituous. From there, we look for complementary or contrasting elements in the food — like pairing bold, clarified cocktails with creamy or spiced dishes to let each shine, or matching lighter, effervescent drinks with delicate preparations for harmony. The goal is always to ensure neither the drink nor the dish overpowers the other — instead, they elevate each other in every bite and sip,” pointed Sunny.

Hence, we can say that every pairing is curated to elevate the sensory journey and celebrate the coastal spirit of our cuisine.
 

In the restaurant and hospitality industry, staff plays an important role in running the brand smoothly. So, retaining staff isn’t just important — it’s everything. Retaining employees on board is essential to uphold the service standards, cutting expenses, and creating a cohesive team culture. Around 50-60% of the restaurants believe in retaining the staffs as it makes the job easier for them, rather than training a new employee from the scratch.

Staffing comes with challenges and the staffs are the face of brands. Retention is not without its challenges — long hours, high-pressure service environments, and rising industry attrition are very real. But empathy, structure, and fairness go a long way in overcoming them.

Human Interaction is Important
Hemender Reddy, Co-Founder, Sribhog Hospitalities &Mak Hospitalities, Hyderabad said, “Whether it’s the front-of-house team at Aroma of Dakshin, the operations crew at The Moonshine Project, or the kitchen staff at Melange Bistro, it’s the people who bring the experience to life. In an industry that relies so heavily on consistency and human interaction, long-term staff retention translates directly into better service, a stronger work culture, and ultimately, a more successful brand."

He also pointed that both male and female staff is paid equally and is offered leadership roles, training, and a safe, respectful workspace. “A brand’s internal culture must reflect the same integrity we project to our guests,” he added.

Compensation is the key
Another major factor is compensation. Restaurants aim to offer salaries that meet and, in many cases, exceed industry standards.  Employees require health care support, structured work hours, and a fair, transparent system.

Pointing her views, Aksha Kamboj, Executive Chairperson, Aspect Global Ventures Pvt Ltd said, "The important aspect in building a business is finding the right location and hiring the right team. We ensured all staff were trained according to our guidelines and made a conscious effort to hire people from diverse backgrounds, including those who are differently abled. Our gender-neutral workspace further adds to the uniqueness of our brand. We focus on crucial aspects like talent acquisition, training programs, and establishing robust supply chains with our trusted vendor partners.”

Cross-Training Options
Not all restaurants or companies focus on cross-training options. While Peninsula Hospitality focus on this angle and train the in-house employees in other roles if they want to shift the careers.

Highlighting his views, Rahul Shetty, Managing Director at Peninsula Hospitality added, “We do have cross-training options wherein they can be trained if they are interested in some other career path. For Eg: If our chef does not want to continue working in kitchen, he can choose other career paths in our hotel, and we support them. People tend to stick with anyone when they have growth opportunity and given a fair pay with a positive work culture.”

Restaurants can overcome these challenges by giving equal opportunities to employees, positive work culture, recognition and a fair pay which gives them a good work-life balance. While the future will be focused more on technology like digital training to employees, cross-functional job roles, focusing on employee journeys and data-driven management. 

Restaurant sector in India is undergoing a dynamic transformation, fuelled by a surge in personalisation, digital innovation, over demanding consumer expectations, and a need for quick and accessible restaurant brand. As one of the fastest-growing consumption market, India is not just adapting global culture and trends—it is actively shaping them. With over 1.4 billion customers, who is more experiential, is always on a look out for something creative, there’s a room for everyone to grow here.

The Restaurant India-Karnataka Edition, organised by Restaurant India, in association with Franchise India in Bengaluru, brought together the best of the restaurant business owners from fine dining, casual dining, QSRs and from legacy brand leaders to digital disruptors. The day long conference focused on knowledge sharing and brainstorming where top executives, restaurants owners and founders, chefs, business suppliers and innovators unveiled actionable insights on how businesses can survive—and thrive—in this new era of restaurant business where people want to get everything on their fingertip.

Convenience over Comfort

Gaurav Pande, Executive President at Popeyes, Jubilant FoodWorks believed that these days’ people want everything to be very fast, accessible and quick.

“There’s a very fast transaction of convenience and easy access where food delivery that was 30 minute standard is now transitioning to 10-15 minutes delivery. Most of the aggregator today has a fast delivery panel on their website. So, delivery today is fast, accessible and driven by convenience,” he shared.

Legacy Brands Are More Accessible Now

There’s no denying that convenience and speed over ambience thanks to the digital influence that’s happening, pointed Shakir Haq, CEO & Director NKP Empire Ventures that entered into QSR segment with Easybites by Empire in 2018 seeing a huge gap in the space from the regional players. 

“When we started Easybites it was rather a huge gap in the market. There was either the dominance by the MNC brands or there were mom and pop brands that has 2-3 outlets and there was no chain,” added Haq by pointing that they always use fresh and no frozen items so that’s one USP they have and being a legacy brand it resonate well with people. 

There’s Room for Everyone to Grow

Being a country that has a diverse culture and cuisine, Prashant Issar, MD, Bellona Hospitality mentioned that there is room for every segment of restaurant to grow in India.

“People come for experience, restaurant should explore and also express themselves as there is potential in what you do,” added Issar.

Commenting on the same, Navaj Sharief, MD, Sharief Bhai Biryani, said, “We are blessed with a very vast culture and every 20 km we travel cuisine changes. Even today, tier 2 has lots of potential where eating out still is a luxury.”

"These days Maggi is eaten more out of home rather than at home. We have close to 900 kiosk and that's where we are witnessing these trend. There’s also demand for instgrammable desserts like tres Leches, cheese cakes and russian cheese cakes that have become GenZ-loved desserts. Also, vietnemese coffee is also a trend," shared Nanda Kumar Janaki, Area Sales Manager- OOH, Nestle Professional India that is handing consumption happening out of home. 

He also pointed that if we look at today's delivery trend, Maggi is also a best fit with 10-minute food delivery trend. 

Hence, we can say that as customisation is growing, people are looking at their individual experiences which also become on how you reach out to customer today. 

The role of storytelling for traditional dishes has transformed dramatically. It's no longer just about listing ingredients; it's about transporting the modern Indian diner to the dish's origin, sharing its cultural significance, and highlighting the passion behind it.  Going back to roots is all about emotional experience that fosters deeper connection among the consumers. It’s like remembering the nostalgic experiences you once had or the indulgence. Around 70% of the restaurants in India are presenting traditional dishes to their diners. This shows that the preferences have evolved over the years. In the end, it’s all about comfort food. 

Earning through Social Media
Storytelling has evolved over the years. Earlier, it was about word of mouth and now social media play an important role in reaching wide range of audiences via smart storytelling.

“Social media has been a game-changer, allowing us to use visuals, short videos, and personal anecdotes to create deep, emotional connections, through stories behind these dishes,” shared Celebrity Chef Saransh Golia. The way of storytelling has evolved in a way wherein people focus on how the dishes or recipes were passed to them from generation to generation. They are marketing in a way to reach the right consumers.

“Social media play an important role in reaching the customers in a democratic way. It’s about more reach and earning more revenue,” mentioned Chef Sanjeev Kapoor.

Commenting on this, Celebrity Chef Pankaj Bhadouria said, “Everything is on social media. So, to connect to something which is real is going back to roots. Suddenly people are popularizing these dishes.”

How brands make them unique?
In every restaurant, there is a change in presenting the dishes. The menu is a device to begin with. Kapoor highlighted, “Earlier, people use to present the dishes in a verbalized manner. The tools have changed. QR Code is added, photos, videos have been added. The change is drastic. The Story use to be the description of the dish. The origin, ingredients, sustainability, authenticity, sensitivity and there are ways wherein they are focused on trending items or paired with what’s trending.”

The Challenges
Educating the consumers about the dishes can be a task. So, the chef should have insights about the origin and the significance of the dish. The pricing may differ from city to city; it can be bit challenging to source the ingredients.

“Challenges include maintaining the authenticity of Indian recipes while making these dishes relevant for contemporary palates. We overcome this by staying true to the dish's essence but presenting it in engaging, relatable formats, focusing on genuine narratives that resonate,” added Golia.

Also, it is quite certain that the future lies in more immersive & interactive storytelling. Think live streams from kitchens or AR/VR experiences exploring a dish's history, and Al-driven personalized narratives that connect diners even more deeply to the food and the people who create it.

In the restaurant business, location is often as critical as the menu. A prime site can amplify visibility, footfall, and ultimately, revenue which help in maximizing the profits—while a poor choice can undermine even the best culinary concept leading to losses. As per the reports, around 60% of the revenue of restaurants is from malls, metros, airports and shopping complex in India.

Location as a Strategic Factor
The location of a restaurant or cafes or QSRs directly influences customer accessibility, brand perception, and operational feasibility. High-traffic areas such as malls, business districts, or popular neighborhoods can draw more spontaneous visits, but they come at a premium. Rent, utilities, and staffing costs are typically higher in prime spots, so operators must weigh visibility against overheads.

“High streets offer strong walk-in visibility, malls provide a controlled footfall environment, and highways allow us to cater to long-distance travelers and daily commuters. In residential-heavy areas, we prioritize delivery efficiency by analyzing demand clusters and ensuring optimal kitchen placement within a 3–5 km delivery radius,” expressed Kabir Jeet Singh, CEO and Co-Founder of Burger Singh.

Tips for Choosing the Right Spot
Understanding your target audience is essential. Mehr Anand (Co-founder), Saule-Kitchen & Bar said, “Are you catering to officegoers, families, tourists, or students? Match the location with their routines and preferences. For example, a fine-dining concept may thrive in an upscale neighborhood, while a quick-service restaurant fits better near transit hubs or college campuses.”

It is also important to evaluate foot traffic, parking availability, competition, accessibility, and even future area development plans. A comprehensive location analysis can prevent costly missteps.

“At Burger Singh, we follow a balanced framework that considers multiple parameters—store size, catchment demographics, competition density, façade quality, visibility from key access points, and overall accessibility,” added Kabir.

Commenting on the same, Nidhi Singh, Co-Founder, Samosa Singh pointed, “Identifying the prime location before opening of the stores is the key driver for the success of the outlet. Our product is an impulse-purchase product—where customers don’t always plan and come for dine-in—they are drawn towards the aroma of the freshly made samosas and live chaat counter to indulge in drooling chaats. That is why we do a very thorough analysis of the locations—high footfall, captive audience.”

Every locality comes with its own zoning laws, licensing requirements, and health & safety regulations. Restaurateurs must secure FSSAI licenses, health permits, fire safety certificates, and, in some regions, local municipal approvals before launching. Ignoring compliance can lead to delays, fines, or even shutdowns.

Brand Visibility: Aligning Strategy with Location and Audience
The location should not just fit your brand; it should inform your business strategy. “A restaurant in a corporate park might focus on weekday lunch specials, while one in a tourist area may offer extended hours and multilingual menus. Pricing, portion sizes, marketing channels—all should align with local demographics and behaviors,” added Mehr.

Explaining about differentiation of brands, Kabir shared, “In high-density markets, differentiation goes beyond just the product—it’s about delivering a cohesive and memorable experience. Consistency in food quality is fundamental, but what truly sets a brand apart is how the product is packaged, presented, and supported by the overall customer journey.Strong visual identity, storytelling-led branding, and locally resonant communication help create recall even when surrounded by competitors. Whether it’s through smart in-store design, impactful signage, or curated offers, visibility plays a key role.”

Nidhi said, “In fact, mall outlets often contribute a significant percentage of sales for brands like ours, thanks to higher visibility, impulse snacking, and built-in customer traffic.” Because in food, just like in life — being at the right place at the right time makes all the difference.

The Challenges Faced
One of the biggest challenges is balancing visibility with long-term operational viability. Choosing the perfect location is often hindered by budget constraints, lack of data, and evolving market dynamics. In saturated areas, differentiation is key. This could mean offering a unique cuisine, exceptional service, standout interiors, or a strong digital presence. 

Talking about overcoming the challenges, Kabir mentioned, “To overcome this, brands should approach site selection with a structured checklist—considering not just rent, but also delivery potential, competition density, accessibility, and utility readiness. Adopting flexible formats that can work in compact spaces or high-delivery zones also helps maximize reach without being limited by traditional real estate norms.”

Hence, we can say that location isn’t just about geography; it’s about strategy. A well-chosen site, aligned with your audience and brand vision, sets the stage for long-term success in the competitive world of dining.

Karigari, the storytelling restaurant where every dish narrates a tale, has carved a niche by celebrating India’s rich culinary heritage while embracing modern innovation. Spearheaded by Yogesh Sharma, Founder and CEO of Futomic Group, Karigari honors Indian artisans through its thoughtfully curated menu, blending tradition with a contemporary twist.

“Karigari’s success lies in its commitment to authenticity, quality, and customer-centric service,” says Sharma.

"Karigari with its culinary excellence, has successfully established a strong presence with 10 restaurants and one cloud kitchen across various cities. The journey has been one of passion, quality, and an unwavering commitment to bringing authentic flavors to food enthusiasts."

The restaurant offers an immersive dining experience that captures the essence of Indian culinary traditions while incorporating modern elements. By prioritizing fresh, locally sourced ingredients and employing innovative marketing strategies, Karigari has carved out a distinct space in the competitive F&B landscape. 

INNOVATION: THE SECRET SAUCE 

Headlined by the immensely popular Chef Harpal Singh Sokhi, innovation drives Karigari’s success and keeps it ahead of the curve. “We constantly evolve our menu to introduce new dishes that blend traditional flavors with modern presentations,” explains Sharma. From table-side order placements to personalized customer interactions, Karigari leverages technology to enhance the dining experience, making every visit seamless and memorable. 

EXPANDING HORIZONS 

With ambitious plans to expand to cities like Jaipur, Bhopal, and Dubai, Karigari takes a meticulous approach to growth.

“Before entering a new market, we analyze factors like demographic preferences, real estate availability, and local competition,” Sharma notes.

Karigari also customizes its offerings to suit regional tastes, ensuring its menu resonates with the local palate while maintaining its brand’s core essence.

BALANCING TRADITION AND ADAPTATION 

Maintaining Karigari’s identity while adapting to regional preferences is a delicate bal ancing act. “Our core identity celebrates Indian culture and cuisine, but we also incorpo rate regional nuances to stay relatable,” says Sharma. This balance is achieved through extensive research and by retaining the restaurant’s signature elements across locations.

OVERCOMING CHALLENGES 

Scaling operations is never without challenges, but Karigari tackles these head on. “Consistency in quality and managing supply chains were our biggest hurdles,” shares Sharma. Robust train ing programs, standardized operating procedures, and strong supplier networks have ensured the restaurant delivers excellence. Technol ogy has also been a game changer. From digital menus to data analytics, Karigari uses tech to streamline opera tions and tailor its offerings.

“Data-driven insights help us understand customer prefer ences and refine our menu,” Sharma adds. 

THE FUTURE OF DINING

India’s evolving food culture has inspired Karigari to experiment with fusion dishes and new dining formats. “We participate in food festivals and collaborate with chefs to stay ahead of culinary trends,” Sharma shares. "The excitement doesn't stop here — next month, Karigari is set to launch in Connaught Place, New Delhi. This marks yet another milestone in our incredible journey of growth and innovation in the food and beverage industry."
 

In a market brimming with flavors and competition, Barkaas Indo-Arabic Restaurant has carved a niche by blending authenticity with innovation. Goutham Kudapa, the visionary behind Barkaas, credits the brand’s success to a laser focus on quality, consistency, and customer centric experiences. Here's how Barkaas is redefining dining in India.

FROM FARM TO FORK: A COMMITMENT TO QUALITY 

“At Barkaas, we believe that ‘what goes in is what comes out,’” Kudapa explains. This philosophy underpins the brand's rigorous approach to sourcing premium-quality ingredients. Every vendor is personally vetted, ensuring staples like rice and chicken, as well as spices like cardamom and clove, meet Barkaas’ high standards.

Consistency is another pillar of Barkaas' success. With dedicated Masala Milling Units, the restaurant ensures its signature Mandi and Biriyani spice mixes deliver the same flavors across all outlets. Even their iconic Kunafa is centrally produced to maintain uniformity.

INNOVATING THE PLATE: CULINARY DELIGHTS

Innovation is not just a buzzword at Barkaas; it’s a way of life. The menu boasts exclusive Mandi offerings like Mussalam, Patiala, and Madfoon, which Kudapa calls “culinary gems inspired by forgotten flavors and cooking styles.” These dishes, paired with the restaurant’s unique Darbar-style seating, create an ambiance that invites patrons to savor both the food and the experience.

EXPANSION: A CALCULATED RECIPE 

When it comes to expansion, Barkaas leaves no stone unturned. “We assess market demand, economic viability, and demographics before entering new regions,” Kudapa states. Cities like Bangalore, with their young and experimental crowd, get unique offerings like Boba Tea, while locations like Andhra Pradesh feature an extensive Biriyani menu. This adaptability allows Barkaas to strike a balance between its Indo-Arabic identity and local preferences.

CHALLENGES IN SCALING: CONSISTENCY ABOVE ALL

Scaling a restaurant chain without compromising on quality is no small feat. Barkaas tackled this challenge head-on by identifying its best-sellers and setting up centralized masala units to ensure flavor consistency. “New kitchen recruits undergo rigorous training, and our kitchen staff stays on the company payroll to guarantee quality and accountability,” Kudapa notes.

THE TECH ADVANTAGE

In today’s fast-paced world, technology plays a vital role in Barkaas’ growth. From POS systems that track sales and inventory to data analytics that provide insights into customer preferences, Barkaas leverages tech to optimize operations and elevate the customer experience.

WHAT SETS BARKAAS APART? 

“Our Mandis and charcoal grilled dishes aren’t just meals—they’re stories on a plate,” Kudapa shares. Generous portion sizes, competitive pricing, and the Majlis-inspired ambiance have made Barkaas a favorite for families, corporate lunches, and weekend diners alike.

EYES ON THE FUTURE 

Looking ahead, Kudapa envisions taking Barkaas public within the next five years. The brand’s roadmap includes aggressive expansion into Tier II and Tier III cities, launching Mughal and Arabian food festivals, and hiring senior professionals to streamline operations. With its blend of innovation, authenticity, and strategic planning, Barkaas is poised to dominate the Indo-Arabic dining space. As Kudapa puts it, “Food that unites people” is not just a tagline—it’s the brand’s guiding principle.

Coffee in India is no longer about just a beverage —it’s an experience, a moment to be savored with every sip. Once limited to certain sections of the society, hotels, airports, and office vending machines, coffee is now becoming a symbol of lifestyle, aspiration, and personal expression for young Indian consumers across the country.

Urban millennials and Gen Z are redefining coffee culture, looking for more than just great taste—they want curated experiences and a deeper connection with every cup. There is increased demand for specialty coffee as consumers are more conscious about quality, unique flavours and sustainable sourcing methods.

This growing trend has fueled the rise in independent cafés as well as boutique brands, which are bringing artisanal brews and unique coffee experiences to cities across India.

These cafés have become more than just coffee spots. They are now hubs for casual meet-ups, business meetings, start-up brainstorming sessions, and social gatherings. The rise of these cafes, along with home brewers and premium brands are shaping India’s coffee market. 

Even at home, coffee lovers want to recreate that same energy and experience, when they are having their coffee. This evolution is also closely tied to steady economic progress, which has allowed access to premium offerings across multiple income segments.

The informed buyer

Today’s consumer walks into a café or scrolls through an online menu with clear expectations. They know the difference between Arabica and Robusta, understand grind sizes, and ask questions about roast levels and origin. Pour-over counters, single-estate menus, and tasting flights are gradually becoming part of the mainstream experience. In many places, baristas now introduce the story behind the cup, helping patrons understand what they’re drinking.

What started in larger cities has steadily moved outward. We are seeing rising demand for unique coffee flavours and experiences even in smaller towns and cities across India.

Social media has also played an undeniable role. Tutorials, tasting notes, home brewing tips, and product reviews have turned coffee from a solitary habit into a social experience. Platforms have helped transform the average drinker into a hobbyist; someone eager to measure, brew, compare, and learn. Digital platforms have effectively replaced the learning gap once filled only by cafés, making knowledge, tools, and recommendations widely available. This learning curve has led many to experiment at home. Brewing kits, samplers, and compact machines are becoming common household items.

Online retail has simplified discovery

Starter kits, specialty sachets, and curated selections are now accessible beyond metros. A wider network of roasters and delivery partners has made it easier for consumers in tier 2 and 3 cities to try out specialty brews, experiment with formats, and personalise their preferences.

Brewing the Future of Indian Coffee Culture

India’s coffee journey is undergoing a transformation—from a just beverage to a symbol of identity, creativity, and community. What was once a niche is now mainstream, fueled by a generation of informed, curious, quality-conscious consumers with rising disposable income. Whether it’s through artisanal cafés, home brewing rituals or retailers innovating with roving carts, and app-driven subscriptions, making coffee more accessible, coffee is becoming deeply personal and culturally relevant.

For brands, cafés, and creators alike, the message is clear: the Indian coffee consumer isn’t just drinking coffee—they're shaping a movement.

When you hear Maharashtra, the first thing you remember is the different cuisine they offer. Maharashtrian cuisine is known for its bold flavors, local ingredients like millets, lentils, and coconut, and strong cultural roots. It captures the state’s diversity from coast to countryside and tells a story of its people and traditions through food. Restaurants which cater specifically to Maharashtrian cuisines are still seen as a growing segment in India. It’s still an unexplored segment. Very few brands have expanded their footprints outside Maharashtra. Let’s have a look at what these brands offer.

How the brands differentiate themselves?
Maharashtrian cuisine blends regional styles shaped by geography, local ingredients, and history. Each region of Maharashtra offers different cuisines and has a unique way of presenting themselves in the competitive market scenario.

Santosh Sakpal, Executive Chef, Fort Jadhav Gadh said, “As an Executive Chef with deep roots in Maharashtrian cuisine, our menu is designed to reflect the rich regional diversity of the state—from the spicy, rustic flavors of Vidarbha’s Saoji Mutton and Nagpuri Rassa to the more delicate and festive offerings like Ukdiche Modak, Surali Wadi, Bharli Vangi, and Varhadi Bhat.”

All these restaurants are focusing on specific cuisine, which is their brand USP, and this differentiation alone is helping the brands to thrive in the market.

Sanjay Khadapkar, Co-Founder, Kokan Bazar & Swaad Kokancha, whose brand focuses on cuisines of Kokan region said that the idea was straightforward that we need to bring the most loved and traditional dishes from the Kokan region to a wider audience, without diluting their essence. "We are one of the few Kokan brands that are completely vegetarian. That alone sets us apart and helps us break the stereotype that Kokani food is only about fish and meat,” he added.

One such brand that also serves all the authentic vegetarian cuisines of Maharashtra is Purnabramha that has its presence at various locations in India. Jayanti Kathale, Founder & Director, Purnabramha Chain of Restaurants added, “What’s unexplored is the pure vegetarian cuisine which Maharashtrian food offers. Also, 70% of employees in the kitchen are women at all our locations.”

Major Challenges
While Maharashtrian food has bold flavors and unique preparations, not everyone will be familiar with its spice levels or native ingredients.

“Staffing and training is a major challenge also educating the customers about each dish is a task as the staff has to be well-versed about the significance of each dish,” added Jayanti.

Additionally, logistical challenges like sourcing traditional ingredients consistently and customizing meals for dietary preferences require a proactive and flexible approach from the kitchen team.

“Authentic Maharashtrian seafood is bold, spiced and often unfamiliar to those new to the cuisine. Balancing traditional intensity with broader appeal is always a challenge. Another challenge is ingredient consistency—coastal cuisine is dependent on fresh seafood, kokum, tirphal, toddy vinegar and more. To address this, we have longstanding relationships with trusted suppliers and fisherfolk,” explained Shrishti Salian, Managing Director, Bharat Excellensea that offers a rare combination of fine-dining ambience and homestyle flavours. 

Business Scenario
While the business scenario and the target audience for these restaurants differs as they cater to all age groups as we all know that home-style food is loved by all.

Sanjay shared, “Currently, our business is almost evenly split—about 50% in-store and 50% through online platforms. Online gives us access to a wider, more diverse customer base, including younger audiences who are curious to try regional food or are just looking for comfort meals.”
Peak times, especially weekends and festive seasons, contribute significantly to the dine-in business. 

“While our core strength lies in the in-restaurant experience, we’ve seen steady and promising growth through online delivery platforms as well,” added Shrishti.

With this, we can say that the future of Maharashtrian cuisine is set for an exciting transformation, merging traditional tastes with modern innovation.

Located in the heart of South Delhi, INJA is the latest culinary hotspot that’s redefining modern dining. It’s not just a restaurant—it’s an experience that seamlessly blends the rich traditions of Indian and Japanese cuisines. Marking the debut of Dubai-based Atelier House Hospitality in India, INJA brings together the best of both worlds, curated by Chef Partner Adwait Anantwar and AHH’s CEO Panchali Mahendra. 

“At INJA, we are not just combining Indian and Japanese cuisines; we are celebrating the beautiful contrasts between the two. Our goal has always been to surprise our guests, offering them an experience that feels both new and familiar at the same time. We are truly humbled by the incredible response we have received in such a short time,” says Panchali Mahendra, CEO, Atelier House Hospitality.

The magic at INJA happens when the delicate, technique-driven art of Japanese cooking meets the bold, complex flavors of Indian cuisine. The result? A culinary journey that is refined yet approachable. Standout dishes like the Shiso Leaf ‘Tuna & Pomelo Chaat’ and Lobster Rasam ‘Chawanmushi’ will have your taste buds dancing with delight. With accolades like #14 in Conde Nast Traveller India Top Restaurant Awards 2024 and #12 in the Food Food Top 50 Restaurant Awards 2024, INJA has already earned its place among Delhi’s finest.

The restaurant’s design echoes this fusion—combining minimalist Japanese aesthetics with vibrant Indian elements. It’s a feast for the eyes as much as it is for the palate, offering an immersive experience that invites exploration at every turn. 

But INJA isn’t just about the food. It’s an entire sensory journey. The Panch Indri Cocktail Menu, featuring drinks like Satori Hi-Ball and Galaxy, engages all five senses, offering a multi-dimensional adventure of flavor, aroma, and sound.

Ever wondered eating at a restaurant where you can find the menu, the restaurant interior and everything else designed and approved by your favourite celebrity figure. Be it a Bollywood actor, comedian, cricketer or an influencer, everyone is venturing into restaurant business. 

These ventures extend beyond the trend-following, merging culinary excellence with lifestyle branding. Each establishment reflects the founder’s unique vision, evident in everything from the menu and interior design to the overall narrative. To name few popular restaurants, Actress Shilpa Shetty has launched Bastian (multiple outlets), Cricketer Virat Kohli’s One8 Commune (multiple outlets), Bollywood Director Karan Johar’s Neuma, Singer Badshah’s DragonFly Experience in New Delhi, Actress Malaika Arora’s Scarlett House in Mumbai, Arpita Khan’s Mercii in Mumbai, Designer Gauri Khan’s Torrii in Mumbai and newly launched Cricketer Yuvraj Singh’s KOCA in Gurgaon. The trend isn’t a fad, it’s going to stay. 

What’s so Exciting about Restaurant Biz

Many celebrities are venturing into restaurant industry because of the passion for food. By leveraging their public appeal and influence, celebrities attract a diverse audience seeking refined cuisine in a stylish setting. Whether a fine-dining experience or a high-energy venue, these restaurants offer a sophisticated fusion of food, ambiance, and storytelling.

“A celebrity brand always has an additional pressure of being ace in quality and offering great value to the consumers. To stay on point is a consistent effort on presentation, food, service, hospitality, ease of access and great ambience. Hence, a strong operations partner and a good investor are both mandatory for the success of this saga,” shared Malaika Arora, Co-Founder, Scarlett House.

(In pic): Actress Malaika Arora

Overcoming Challenges

Stepping into the F&B space is like entering a new match — high stakes, and full of surprises. 

“There’s a lot that goes on behind the scenes — from finding the right team and curating a unique menu to maintaining consistency and managing guest expectations. It’s a dynamic industry that demands patience and passion,” commented Yuvraj Singh, Ex-Cricketer & Founder, KOCA who added that the biggest challenge is standing out while staying true to your identity — and for me that meant being deeply involved in every decision, not just being a name on the board.

(L-R) Actress & Model Hazel Keech with her husband Ex-Cricketer Yuvraj Singh

While Malaika explained that the hospitality industry demands constant physical presence, which is why many avoid it—it’s highly time-consuming. However, those who stay socially active and visible often find success. Their presence reflects dedication to their brand and helps build a strong connection with the public.

Expressing his viewpoints, Abhyaraj Singh Kohli, Partner at Torii by Gauri Khan said, “Venturing into the celebrity-led restaurant space comes with its own set of challenges. While the celebrity association brings instant visibility and curiosity, it also comes with heightened scrutiny and expectations—from flawless execution to delivering a truly memorable dining experience that matches the personality and brand of the celebrity involved. At Torii, we meet these expectations with rigorous hospitality expertise and a clear culinary vision.”

(L-R) Abhyaraj Singh Kohli & Designer Gauri Khan

Running on Uniqueness

With numerous restaurants launching in the city, a celebrity-backed spot stands out through star power and branding. It gains instant hype, and people often view it as more luxurious or exclusive due to the celebrity’s association.

“Other than just being a celebrity restaurant, Torii is much more. We have a chef with immense international experience. At Torii, the dining experience goes far beyond the plate. What sets us apart is our collaborative spirit—a philosophy that redefines what a celebrity-owned establishment can be.”

Commenting further, he said, “While many such restaurants lean heavily on star power, Torii is built on the pillars of craft, culture, and creative partnerships. This focus on collaboration makes Torii a living, breathing experience—ever-changing, never static. Every menu, every pairing, and every element of design is curated to reflect a thoughtful synergy rather than a signature.”

“I think the difference lies in how personal KOCA is to me. A lot of thought has gone into every detail — from the ingredients we use, to the menu design, to the interiors. It’s not a vanity project — it’s a passion project. I’ve been hands-on through the journey, working closely with our chefs and creative teams to make sure it’s an authentic extension of who I am and what I value. KOCA isn’t just about having my name on the sign — it’s about sharing a part of my story with every guest,” added Singh.

Demand for Celebrity Favourites in the Menu

There’s no denying that having the celebrity favourite item on the menu add a dash to the business as people are so influenced by these figures that they always tend to follow them on their lifestyle, favourite food, cuisine. 

“Usually, an additional of personal favourites to the menu spells of one’s personal touch and personally makes the entire proposition very amiable and homely- almost like saying from my kitchen to your table and is usually tried by the consumers as one’s signature,” expressed Malaika.

With great enthusiasm, Yuvraj added, “The “Yuvi’s Favourites” section is a direct reflection of my personal food journey. You’ll find Kadhi Chawal Risotto, inspired by my mom’s classic dish, but with a KOCA twist. There’s also the Rajma Avocado Galouti and Smokey Cottage Cheese Tikka — both born from flavours. I’ve grown up loving, reimagined for today’s palate. As for drinks and desserts, we’ve worked on options that bring nostalgia and indulgence together — you’ll have to come try them to know what I mean.”

Hence, working with a celebrity also means striking the right balance between personal expression and universal appeal. The goal is to make the space feel both exclusive and welcoming. 

“We truly feel it is essential to weave in personal touches into the menu – small gestures like these just offer guests a glimpse into the celebrity’s world. For instance, Gauri’s favorite—Thai Curry—has been elegantly reimagined and added to the menu, reflecting her love for comfort food with a refined twist,” shared Abhyaraj.

Hence, we can say that the future of celebrity-owned restaurants in India is set to evolve with dynamic, multi-dimensional dining experiences that will go beyond food. These restaurants will increasingly offer immersive, experiential dining where food, ambiance, and entertainment come together. 

The Indian food service is witnessing rapid growth with more and more people looking at a premium dining, fine dining option when taking their family or friend for dining. According to reports, on an average, people who prefer fine dining restaurant the most, dine-out no more than 3 times a month as they are not just going out to have food but are looking at an everlasting experience. From food, to experience to premiumisation, they are expecting everything at this format.

It’s About Creating a Lasting Memory

“Running a fine dining restaurant is both an art and a responsibility. To me, it rests on two fundamental pillars. First, an uncompromising commitment to consistency — from the ingredients we source to the way each plate is presented, to how every guest is welcomed and served. Second, building a genuine emotional connection with every diner who walks through our doors. Fine dining isn’t just about food; it’s about creating lasting memories,” shared Ranjan Chopra of Qla by adding that at Indy by Qla, our guiding principle is simple yet powerful — to serve with love. It’s this spirit that transforms a meal into an experience, and a restaurant into a place people keep coming back.

It’s About Building a Connect

“Innovation in fine dining isn’t just about creating something new for the sake of it—it’s about bringing fresh ideas to the table while respecting the ingredients and the tradition of great cooking. It’s about making food that not only excites the senses but also connects people with the joy of real, simple flavors. The true innovation is when we can surprise and delight while still staying true to what makes food meaningful—quality, integrity, and a little bit of love in every dish,” commented Chef Prahlad, Executive Chef, Asur Microbrewery Bar and Kitchen.

As India’s food services sector is projected to grow at a CAGR of 8.1% from 2024 to 2028 — with the organized sector expanding its share significantly — staying relevant is more challenging than ever. Emotional intelligence becomes an essential ingredient, helping us balance indulgence with well-being, while ensuring every dish is as meaningful as it is memorable. That is what truly defines success in fine dining.”

Food Must Go Beyond Taste

These days, people are not just looking at food, it’s about a great taste, local preferences, customisation, menu innovation and personalisation. 

“Running a successful fine dining restaurant is a symphony of culinary mastery and exceptional guest experience — neither can exist without the other. At the heart of it all, the food must go beyond taste; it should tell a story of craftsmanship, creativity, and passion, leaving a lasting impression on every guest. Yet, it is the overall dining experience — the elegance of service, the attention to detail, and the immersive ambiance — that elevates a good meal into a truly unforgettable memory,” shared Nishesh Seth, Executive Chef at Shangri-La Bengaluru.

In fact, India’s luxury dining sector has seen a remarkable surge, with fine dining growing by over 105%, driven by a rising demand for exclusive, personalized culinary journeys. 

“At Shangri-La, we strive to turn every interaction into a relationship, making our guests not just visitors but advocates who carry our story forward. The secret to longevity in this space lies in consistently delivering not just excellent food, but moments of connection, warmth, and delight,” added Seth.

Innovations in fine-dining kitchen

“Innovations are there in everything we plan. For us, it’s more about feedbacks to understand the customer preferences. Recreating menu and serving the menu is a task and it requires lot of innovations, people are focusing on smaller plates as it helps in food wastage and costs. We ensure that we present the authentic dishes in all our restaurants. The restaurant shelf life is not more as everybody knows. If you have specific restaurants inside the hotels which they are running since decades, we have to ensure that the reputation is maintained well,” Seth further added.
 

Tucked away in the heart of Bandra’s vibrant Pali Hill, La Loca Maria is not just another restaurant—it’s a heartfelt homage to the roots of Chef Manuel Olveira’s culinary journey. The name, meaning “the crazy Maria,” reflects the spirited and vibrant energy that defines the restaurant. Maria, Chef Manuel’s mother, sparked his passion for cooking, and now, her legacy lives on in every dish that comes out of the kitchen.

Guided by the expertise of Chef Manuel and his Indian wife, Pratima (Mickee) Tuljapurkar, La Loca Maria is redefining Modern Spanish Cuisine with a twist. The restaurant, with its 75-seat capacity, combines Spanish charm with contemporary elegance, showcasing hand-painted murals and an open kitchen layout that invites guests into the heart of the action. The lively, inviting atmosphere makes it a go-to spot for food lovers seeking an authentic yet modern taste of Spain.

“At La Loca Maria, we create dishes that really connect and stay with you long after you leave,” says Chef Manuel. “Spain is home to the most amazing produce, countless specialties, and culinary techniques. I infuse this classic culinary heritage using local produce into creating modern, elegantly plated Spanish dishes with simple, robust f lavors.”

In 2023, La Loca Maria took its dining experience a step further with the launch of its Vamos Brunch menu, which includes Spanish inspired eggs, tacos, paellas, and decadent desserts. Standout dishes like Tortilla Española, Huevos a la Flamenca, and Maria’s Benedicts— featuring perfectly poached salmon with Oscietra caviar on an English muffin—promise to delight your taste buds and leave you craving more. With its unique fusion of Spanish tradition and contemporary f lair, La Loca Maria is fast becoming the place to be in Bandra.

Rapid evolution characterizes the restaurant industry as a result of changing consumer tastes combined with technological improvements and urban population shifts. Major metropolitan cities such as London, Dubai, Mumbai and New York are transforming their food and beverage sectors to meet the rising demand for unique dining experiences which are both experiential and sustainable. This article delves deep into the trends that are shaping the F&B scene in the restaurants across the globe:

Hyper-personalized dining experiences: AI and data analytics are essential tools for restaurants that are using personalization to set themselves apart in the industry. The restaurant industry utilizes customer data to predict preferences and deliver customized menu options along with personalized service and bespoke dining experiences. AI systems recommend dishes by analyzing dietary restrictions, past order history and mood data. The integration of smart table reservations and digital voice ordering alongside IoT-enabled kitchens makes dining experiences both seamless and efficient.

Cities crafting unique restaurant cultures: Global cities are developing their restaurant economies to create an array of dining choices shaped by multicultural populations and travel patterns. London and Dubai have become centers of culinary innovation where fusion dishes and chef-led pop-ups along with immersive dining experiences are flourishing. 

Sustainability as a driving force in restaurants: Sustainability has become fundamental to restaurant business models as customers increasingly choose dining places that focus on ethical sourcing and zero-waste kitchens while maintaining carbon-neutral operations. Leading sustainable dining practices are evident in many cosmopolitan cities which enforce food waste reduction programs and promote plant-based menus while incentivizing local ingredient sourcing. Increasing numbers of restaurants are getting rid of single-use plastics and funding composting programs while adopting farm-to-table practices to satisfy customers who want green dining options.

The rise of experiential and immersive dining: Restaurants now market dining as an immersive experience by creating memorable events beyond standard meal services. Tokyo and Paris are at the forefront of multi-sensory dining experiences which incorporate AI-enhanced projections together with themed tasting menus and theatrical service to improve traditional restaurant visits. Underground supper clubs along with mystery menus and chef’s table experiences are becoming more popular because they provide diners with distinctive and exclusive interactions.

Wellness and health-conscious dining: The health-focused dining sector has led restaurants to expand their menus with organic and gluten-free alternatives alongside plant-based dishes to serve health-oriented customers. Mainstream restaurant menus now feature functional foods blended with Adaptogens alongside probiotics and superfoods.

The growth of cloud kitchens and delivery-first restaurants: Food delivery apps have driven the growth of cloud kitchens which function exclusively for delivery without physical dining spaces. Cloud kitchens are becoming more common in major cities which enables brands to grow quickly and lower their operational expenses.

The evolution of fine dining and casual gourmet trends: Michelin-starred chefs are moving toward casual gourmet dining which makes fine dining more approachable and inclusive. Today's luxury dining experiences combine relaxed environments with top-notch ingredients and narrative-driven menus instead of conventional formal dining structures.

Restaurant investment and expansion: Cities are drawing investment for the restaurant sector as investors show interest in scalable and innovative F&B concepts. Restaurant groups around the world are pursuing international expansion with the aid of franchising and joint venture models to penetrate new markets. Current renovation trends demonstrate a move towards open kitchen designs along with sustainable building methods and the transformation of historic structures into usable spaces. Cities like Miami and Riyadh experience significant food and beverage investment with emerging urban dining districts and food-centered city developments.

Conclusion

The restaurant sector serves as the driving force behind the evolution of cities into culinary destinations. Restaurants of the future will feature hyper-personalized dining experiences along with sustainability models while AI technology enhances operations and immersive culinary adventures expand diversity in dining. Cities that adopt innovative approaches and respond to new consumer trends will strengthen their status as international hospitality destinations by delivering exceptional dining experiences that will extend past 2025.

Zero-waste cooking is no longer a niche trend—it’s a conscious shift redefining the culinary landscape in India’s top hotels. At its core, it’s about honoring ingredients in their entirety and innovating within constraints, leading to a new wave of creativity in kitchens across the country.

According to the UN Environment Programme’s (UNEP) Food Waste Index Report 2024, India wastes 78.2 million tonnes of food annually, with 22 million tonnes coming from the food service industry alone. These numbers are a wake-up call for the hospitality sector to lead the change.

Last year, around 40% of food wastage in hotels was reduced in India through zero waste cooking, as per the reports.  Let’s get to know how brands are working on this concept.

Why Zero Waste Cooking
Zero-waste efforts help significantly enhance guest loyalty and brand reputation. Today’s diners are value-driven—they want meals that align with their ethics, not just their palate.

“Techniques like “root-to-stem” and “nose-to-tail” cooking ensure that every part of an ingredient is used—vegetable peels become crisps, bread trimmings are transformed into crumbs, and citrus rinds are repurposed into house-made syrups or bitters. This is not just sustainability in action—it’s smart, resourceful, and deeply respectful of produce and planet. The urgency to adopt such practices is clear,” explained Chef Nishesh Seth, Executive Chef, Shangri-La Bengaluru.

He also pointed that hotels are aligning with sustainability goals through training, better inventory control, and tech-driven kitchen management. Pre-planned menus, reduced spoilage, and repurposed surplus are helping kitchens drastically cut waste. Partnering with local farmers for just-in-time procurement further ensures freshness and minimizes overstocking.

Chef Dheeraj Mathur, Cluster Executive Chef, Radisson Blu, Kaushambi, Delhi NCR said, “Hotels are increasingly recognizing the importance of sustainability and reducing their environmental impact, leading to the adoption of zero-waste practices. Hotels are implementing waste reduction campaigns that encourage guests to reduce, reuse, and recycle. Chefs are trained to repurpose leftover ingredients and scraps into new dishes, reducing food waste and creating innovative culinary experiences.”

Business Impact and Customer Preferences
Zero waste cooking is becoming an integral part of the culinary experience. While precise revenue figures from this practice are not readily available, there is a growing interest from guests who value sustainability. Today’s travelers, particularly from the millennial and Gen Z demographics, actively seek out hotels and restaurants that prioritize eco-friendly practices. 

Expressing his viewpoints, Anshul Dhyani, Executive Chef, ITC Grand Central, Mumbai said, “We offer sustainable dining options through initiatives like Alert Meets and the One Bite Wonder concept, which both showcase our dedication to sustainability while offering exceptional gastronomic experiences. Alert Meets is an innovative dining concept where each dish features a carefully curated selection of locally sourced, seasonal ingredients with minimal food waste.”

“There's a growing customer preference for sustainable options, with eco-conscious travelers increasingly seeking out hotels that prioritize sustainability. Zero-waste practices can help attract eco-conscious customers, improve a hotel's reputation, and reduce operational costs,” pointed Mathur.

Challenges in Zero Waste Cooking
Training and Awareness: One of the challenges in zero waste cooking is the need for extensive training across all levels of kitchen staff. Transitioning to zero waste requires a shift in mindset, where every part of an ingredient is valued. Training staff to repurpose, compost, and handle food waste properly is essential.

Initial Investment: Implementing systems for composting, waste management, and sourcing sustainable ingredients can be costly at the outset. However, the long-term environmental and financial benefits make it worthwhile.

Supply Chain Consistency: Sourcing high-quality, local, and sustainable produce regularly can be challenging. The availability of ingredients can fluctuate, requiring creative solutions to ensure that only the best products are used in a sustainable manner.

Customer Expectations: While some guests embrace the idea of repurposed ingredients or “ugly” produce, others may be unfamiliar with the concept. Ensuring that zero waste dishes maintain the high standards guests expect is a challenge we continually strive to meet.

The future of zero-waste cooking in India is promising as it's a commitment to sustainable luxury. With rising awareness and innovation, the industry is moving towards a time when sustainability is not an initiative, but a standard. As the industry leads the charge in sustainable hospitality, it ensures that every meal is not just a feast for the senses, but a step towards a greener future.

As summer has arrived, we can see restaurants focusing on fresh, light and seasonal ingredients. Summer menu is pretty common in restaurants and hotels, and it has strategic reasons behind the same and it allows restaurants to incorporate seasonal fruits and vegetables, bringing freshness and variety to their offerings. It also helps attract a new audience by offering exclusive dishes that celebrate the season’s produce, encouraging first-time visits and returning guests alike. From fruity mocktails to refreshing salads and globally inspired light bites, these menus are carefully curated to charm the palate and the pocket. But what’s the real reason behind this seasonal shift? Turns out, there’s a smart strategy cooking behind those tropical plates.

Summer Business Benefits

All restaurants and hotels do focus on their business or have a target to achieve with the specific menu launch. Let’s hear what experts has to say.

“From a business perspective, launching a summer menu has multiple advantages—it serves as a strong promotional tool, drives brand engagement, and give customers a compelling reason to return. Limited-time offerings also create a sense of urgency and exclusivity, which can boost footfall and enhance visibility. We typically keep it concise and curated, featuring around 8–12 seasonal dishes max and 4–5 cocktails or mocktails, depending on the brand and concept," explains Niketa Sharma, Managing Director, Keish Hospitality.

She adds, "Limited-time offerings create a sense of urgency and exclusivity which boosts footfall. We usually keep it curated around 8-12 seasonal dishes and 4-5 refreshing beverages depending on the brand."

Meanwhile, Chef Rohit Tokhi, AVP, Toscano pointed that restaurants usually do an offering to bring in a seasonal change to their menus. This brings in the best of seasonal offerings to feature in our menus such as melons, mangoes, stone fruits and a variety of lettuce. We add a supplement menu as an addition to our regular a la carte offering. However, a 15% addition would be a good target.

“It allows restaurants to do upselling and give more options for guests to choose over their regular menus. There is an upside to the sales to the tune of 10%-15%. More than the actual returns on menu, it brings in customer retention with our regulars and gives our guests a chance to experience a variety of menu,” added Rohit.

Knowing Their Guests

For every brand, the target audience may differ, and they cater to only those specific audiences. Speaking about this, Chef Sagar Thite, Brand Head, Prraia said, “If the guests’ preferences are prioritized as good hospitality demands, the benefits come our way. We as chefs benefit too through R&D and the chance to display our creativity especially if it’s beyond mangoes. We’ve always maintained a menu that has very little fried food & our flavours aren’t heavy on the palate. For us, it’s a mix of tourists, expats & people who are out there to experiment with summer flavours.”

Chef Ayush Khandelwal, Co-founder of Paro said, “The summer menu is primarily designed to re-target our regular customers with fresh, seasonal choices. It appeals to health-conscious diners, seasonal food lovers, and those seeking lighter options during the warmer months. The aim is to give familiar faces something new and exciting to come back for.”

The Crowd-Pleasers

Every season has different summer favorites. Last year, it was more about mangoes, the innovations and going back to the roots and much more. “Last year, our Mango Smoothie with Chocolate Popsicle and the Star Anise Salad were among the most loved dishes at The Thane Club,” added Niketa.

As the industry is booming, they're not just curating for the plate, but also for the experience - seasonal storytelling through ingredients, presentation and feel-good vibes.

Perched in the serene foothills of Kasauli, Himachal Pradesh, Naar is more than just a restaurant—it’s a celebration of culture, stories, and the majestic Himalayas.

Translating to “fire” in Kashmiri, Naar embodies Chef Prateek Sadhu’s burning passion to spotlight Himalayan cuisine with a playful yet respectful twist, weaving tales of the land and its people into every dish. Housed within the sustainable boutique resort Amaya, Naar is an intimate 16-seater destination dining experience that redefines culinary 30 BEST RESTAURANTS SPECIAL artistry. Chef Sadhu’s vision comes alive through six seasonal menus, echoing the rhythm of the hills — spring, summer, monsoon, autumn, pre-winter, and winter.

“The future of Indian cuisine relies on the stories of all its regions being told. At Naar, I’m cooking the mountains,” explains Sadhu. His goal is to illuminate the produce, people, and culinary heritage of India’s Himalayan belt, which spans six states — Ladakh, Himachal Pradesh, Uttarakhand, Sikkim, Kashmir, and Arunachal Pradesh.

“I don’t just want to highlight where an ingredient comes from, but also the stories and rituals associated with it,” he adds.

From fresh, locally-sourced ingredients to expertly crafted pairings of alcoholic and non-alcoholic beverages, every element at Naar is curated to reflect the flavors, textures, and soul of the Himalayas. Here, dining isn’t just a meal—it’s a journey through the seasons of the hills.
 

Restaurant sector in India is constantly evolving with young crowd contributing to the growth followed by urbanisation, high disposable income and exposure to new and unique cuisines. Similarly, there’s also a sudden growth of casual dining restaurants being one of the largest contributor in the organised restaurant segment with 48.6 per cent share. 
According to report, the casual dining segment is growing at 5-10 per cent year-on-year, presently sitting at 132875 crore.

Few years ago, people used to go to a restaurant for a good meal, those wanted to party would head to a bar and for someone who wants to hang out with friends would be seen at cafes. But, these days’ customers are demanding everything under one roof. And, these changes are pushing restaurant owners to innovate and drive the casual dining segment. 

“At Miss Nora, we know that a great meal isn’t just about the food, it’s about the entire experience. That’s why we focus on little things that turn a simple dining into something memorable. Here’s what makes our casual dining spot truly special and keeps guests coming back for more,” shared Richa Malhan, Director at RCUBE Hospitality.

Effortless Comfort, Every Time

A great restaurant should feel like a place you never want to leave. From cozy chairs that invite you to stay a little longer to the perfect background music that sets the mood (yes, sound can actually enhance flavors!). “We create an atmosphere that just feels right, even if you can’t quite put your finger on why,” added Malhan.

Also, we all know that great food gets people in the door, but it’s warm, genuine service that makes them return. “We believe hospitality should feel personal, not scripted. That’s why our team is made up of people who truly love what they do, welcoming guests like old friends and making every visit feel special,” she further pointed.

A Menu That Moves With Season

Casual dining restaurants always move ahead with innovation, bringing seasonality and focusing on the local ingredients.

“We love keeping things fresh, literally. Inspired by Asia’s bustling street markets and seasonal flavors, our menu changes throughout the year. Whether it’s a bold, spicy Szechuan dish for cozy winter nights or a light, refreshing Thai mango creation in summer, there’s always something new and exciting to discover,” shared Malhan by adding that at the end of the day, a great dining experience is about more than just food, it’s about how you feel when you’re at a restaurant. At Miss Nora, we make sure every visit feels warm, welcoming, and just a little bit special. And that’s why people keep coming back.

Commenting on the same, Yogesh Sanjiv Sharma, Executive Chef, Central Delhi by Minar mentioned, “Innovation through seasonal ingredients, modern techniques, and creative pairings keeps the menu exciting.”

He also pointed that the secret to running a successful restaurant varies depending on perspective. What matters to a chef may differ from what an owner or front-of-house team prioritizes. As a chef, my focus is on three key elements: consistency, innovation, and emotional connection. 

Building a Connect

"The key to running a successful casual dining chain is focus on a five senses customer experience, consistency of food and overall experience, attention to unit-level profitability. If your customer feels the same love in every bite across every outlet—and your business numbers love you back—you’ve found the formula," pointed Amit Bagga, Co-Founder & MD, Daryaganj Restaurants.

“Consistency in flavors, technique, and presentation builds trust with guests. And, most importantly, food should create an emotional connection whether through nostalgia, storytelling, or a sense of discovery,” added Sharma. 

India’s hospitality sector is fiercely competitive, with market projections reaching $39.2 billion by 2032. In this crowded landscape, quality and performance alone are no longer enough to capture hearts. Emotional connections are now the defining factor, transforming one-time visits into unforgettable experiences. This is where brand storytelling becomes a game-changer, creating bonds that linger far beyond the dining table.

While marketing typically focuses on promotions, storytelling delves deeper—it’s about crafting a narrative that resonates with your audience on a personal level. At Hitchki India, for example, employees are trained to embody the brand’s ethos and deliver thoughtful, personalized service. Such an approach doesn’t just meet expectations; it creates moments that align with guests’ values and aspirations, fostering a sense of belonging and loyalty.

In an era of transparency, authenticity is non-negotiable. Gen Z and Millennials, with their finely tuned radar for inauthenticity, demand genuine narratives. These stories don’t need to be grand—they just need to be real. The most impactful brands reveal their roots, their mission, and the values they uphold. Today’s consumers aren’t drawn to perfect facades; they’re moved by honest accounts that make them feel connected.

Emotion is the driving force behind effective storytelling. Indians, known for being emotional spenders, naturally gravitate toward brands that resonate with their hearts. A survey by Gensler highlights that emotional connection differentiates brands from mere commodities. Every interaction—from the way guests are greeted to the parting note—offers an opportunity to strengthen this bond. Done right, such efforts can turn first-time visitors into lifelong advocates.

Creating a compelling narrative starts with understanding your brand’s unique story. Why does your business exist? What makes it different? A legacy restaurant might highlight recipes passed down generations, while a sustainable hotel might focus on its eco-conscious ethos. But it’s not just about the story; it’s about the delivery. The tone and voice must feel natural, whether it’s nostalgic for a heritage café or warm and welcoming for a contemporary luxury resort.

A tagline can be a powerful extension of your story, acting as its headline and creating instant recognition. A strong tagline doesn’t just echo the brand’s ethos; it also ensures recall and builds salience. And once the story is crafted, it’s essential to choose the right platforms to share it. Social media, where Gen Z and Millennials thrive, is a potent medium for brands to showcase experiences that align with their audience’s desire for shareable moments.

However, storytelling goes beyond digital platforms. The primary narrators of a brand’s story are its staff, whose interactions directly influence the guest experience. Employees must not only understand the brand’s story but also embody it. Whether it’s customizing dishes, acknowledging special occasions, or simply creating moments of delight, these interactions breathe life into the narrative.

Implementing storytelling in hospitality requires careful integration across all guest touchpoints. Identifying moments where your story intersects with the customer journey is critical. This can involve collecting guest reviews, showcasing memorable experiences, or using both physical and digital spaces to highlight the narrative. By building a cohesive repository of such moments, brands can make their story tangible and unforgettable.

In the end, hospitality storytelling isn’t about constructing fantasies—it’s about delivering real, meaningful experiences. When done right, it builds a loyal community that advocates for your brand. In an industry where experiences are everything, starting early on crafting an authentic, emotional narrative is not just an advantage—it’s a necessity.

Restaurants are targeting tech parks as their new dining destination due to the large concentration of young professionals looking for quick and high-quality meals at the workplace. These areas offer a diverse, health-conscious crowd, eager to explore new dining options. 

Restaurants are capitalizing on this by offering convenient, innovative menus that cater to busy workdays. It’s a smart move to meet the demands of employees seeking both convenience and quality during their breaks. All the major cities like Mumbai, Bengaluru, New Delhi, Kolkata, Hyderabad, Chennai and Kerala are targeting tech parks as their new spot to reach the potential customers with new strategies. Around 20% -30% of the restaurant brands have ventured in techparks in India.

The Location
There are several brands that has successfully tapped in this market with a good growth rate while focusing on the potential customers. “We've successfully tapped into the tech park market with our outlet in Cyber Park, Gurgaon. What drew us to this location was the sheer density of offices and population within the park. Essentially, a tech park becomes a self-sustaining ecosystem, with a large, captive audience seeking convenient dining options,” shared Vikrant Batra of Café Delhi Heights.

He also pointed that by locating within the park, they can cater to these audience needs, particularly during lunch hours. “Moreover, when the park is situated near residential areas, it also attracts evening crowds from the surrounding neighborhoods. This makes tech parks an attractive destination for us, as they constitute a built-in customer base,” added Batra.

Rajat Agrawal, CEO, Barista Coffee said, “Tech parks are a great opportunity to scale amongst the captive audience base which has high spending capability, further cafes become enablers to lot of meetings outside offices. It gives you a loyal base to further build on. Business days are restricted to largely 5 days a week which to an extent restricts the sale opportunity, therefore commercial aspect of business need to be kept in mind while negotiating rentals. Formats most suited are kiosks as tech parks have a large take-out opportunity, takeout friendly concepts work well. Smart pricing plays an important role for sustained business at these tech parks."

Expressing his viewpoints on the same, Dilip Krishnan, Co-Founder and CEO, India of Foodsta Kitchens pointed, “In markets like Bangalore, where real estate is expensive, and customers tend to spend time in their micro market due to traffic and tech parks offer an attractive opportunity for restaurants. They provide a built-in, high-footfall customer base consisting of working professionals who prioritize convenience and quality dining experiences.”

“While this trend has existed, it has gained significant momentum as urban infrastructure challenges make standalone restaurant locations harder to sustain. Also, companies are demanding amenities space in larger office complexes to give a better facility to employees, this in turn has also made developers incorporate retail spaces into tech parks,” pointed Krishnan.

What’s Pushing This Trend
The strategy behind setting up restaurants in tech parks focuses on convenience and quality. Siddhant Arora, Food & Beverage Manager, Seta, Hilton Bangalore Embassy Golflinks said, “Key strategies include offering quick service with high-quality, diverse menu options to cater to the fast-paced, health-conscious workforce. We aim to create a welcoming environment that balances work and relaxation, making it ideal for business lunches or casual meals. Additionally, we focus on offering flexible dining options like grab-and-go meals, meal subscriptions, or delivery services. Understanding the preferences of the tech park employees and maintaining a dynamic menu is also vital in keeping the concept fresh and appealing.”

Imtiaz Ali Siddiqui, Founder of Levant, a Turkish restaurant, and Managing Director of Gourmet Baklava from Hyderabad added, “The strategies are quite simple—offering healthy, budget-friendly, and hygienic food is the best approach. Fusion food is gaining popularity in tech parks, along with other innovations to attract young customers. Any good-quality, fairly priced food will define the future of tech park dining.”

How brands innovate themselves while targeting tech parks?
•    Customizable Meal Options: Offering personalized meals, including healthy, vegetarian, and dietary-specific choices, catering to the diverse preferences of tech park employees.

•    Packed Box Lunches: To cater to the demand for quick and convenient meals, many restaurants provide packed box lunches, offering a variety of options that are easy to grab, eat, and go.

•    Collaborations with Tech Companies: Some brands partner with tech firms to offer exclusive deals, discounts, or loyalty programs, encouraging frequent visits or orders.

•    Experiential Dining: Restaurants are introducing interactive dining experiences, such as live cooking stations or themed lunch breaks, to create a social, engaging atmosphere.

The Foreseen Challenges 
Despite the many advantages, operating within a tech park presents unique challenges:
•    Fluctuating footfall & limited hours – Peak hours are typically 12.30 PM to 2:30 PM on weekdays, with evenings and office holidays seeing lower turnout. Given that lot of employees’ home base may not be the city they work in, they tend to travel which makes holiday period slower which is quite the opposite of malls and high street locations.

•    Market conditions like recession also poses a risk as company as well as employee spending will be less over a prolonged period.

•    Corporate price sensitivity – Large corporate groups tend to seek cost-effective deals, making bulk orders competitive.
To address these challenges, one can focus on corporate-friendly solutions and engaging dining experiences that drive consistent footfall.
 

Welcome to Lair, the ultimate fusion of great drinks, vibrant vibes, and a touch of privacy. It’s not just a bar—it’s an experience designed to whisk you away into a modern speakeasy, where every sip reveals a secret and every corner tells a story. Unlike the typical clandestine speakeasy, Lair redefines mystery with its modernist and monochromatic design, envisioned by Renesa Studio. Think black concrete, slivers of light, and striking geometries—an atmosphere that feels like stepping onto a reimagined f ilm noir set.

As founder Jairaj Singh Solanki, a Le Cordon Bleu chef, explains, “Lair is a consequence of a dialogue between design, human, and experience.”

But let’s talk cocktails. Known for world class mixology, Lair takes you on a flavor journey across India and beyond, blending regional histories into each glass. From simple, approachable drinks to extravagant concoctions, the menu is an upward spiral of indulgence.

“We want to empower our patrons by offering quality cocktails centered around ingredients from across India,” says Solanki.

And it doesn’t stop at drinks. The pan-Asian menu, crafted with the same meticulous care, brings a synergy of flavors and textures that perfectly complement the bar’s curious mixology.

Step upstairs, and the ambiance shifts. Lair’s second-floor dining room offers an elevated experience with exquisite dishes and an unforgettable vibe. Pair that with the down-tempo melodical music, and you have an environment that’s both intimate and electrifying.

“Lair isn’t just a bar; it’s an escape into the modern speakeasy,” Solanki shares. “The ambiance resonates with echoes of Prohibition-era mystique, where secrets unfold with every sip.” 

So, whether you’re seeking a moment of reflection or a thrilling discovery, Lair awaits. It’s not just a space—it’s your escape.

What started in the early 1940s as a humble canteen to serve the students of National High School and Acharya Patashala, quickly blossomed into an iconic eatery. Founded by Venkataramana Ural, hailing from Saligrama near Udupi, Vidyarthi Bhavan was born to cater to the local student crowd. After being passed to his brother Parameshwara Ural, the restaurant grew in popularity and demand.

In 1970, Ramakrishna Adiga took the reins of Vidyarthi Bhavan, bringing his roots from Shankaranaryana near Kundapur. While the management changed, the name, legacy, and most importantly, the cherished recipes remained the same.

This consistency and commitment to excellence have kept the place overflowing with loyal patrons, a testament to its unchanging taste and timeless flavors. Still stand ing strong at its original location, it has made minor interior upgrades for added comfort, ensuring it meets the needs of its ever-growing clientele.

In 2005, Arun Kumar Adiga, after leaving his engineering career, joined his father to continue the tradition. Today, the father-son duo, along with a dedicated team of employees, continue to serve delicious meals.

Nightlife isn't just about consumption anymore; it's become the cultural pulse of urban ecosystems – a living, breathing mechanism that connects communities, celebrates local talent, and creates multilayered experiences that transcend traditional entertainment paradigms. The most progressive venues are redefining themselves not just as entertainment spaces, but as cultural incubators with deep strategic intent.

Imagine a venue that's simultaneously a performance space, a creative platform, and a community catalyst which also focuses on personalization and try their best to elevate the guest experiences.

Trends & Innovations in Catering to Millennials & Gen Z

            •          Experiential Nightlife: Immersive themes, interactive elements (VR zones, neon aesthetics, Instagrammable setups).

            •          Tech-Integrated Venues: Cashless payments, AI-based personalized recommendations, app-based reservations.

            •          Music & Entertainment Diversity: DJ sets, live performances, comedy nights, open mics, and AI-curated playlists.

            •          Unique Beverage & Food Concepts: Molecular cocktails, sustainable drinks, vegan & gluten-free menus.

            •          Community-Driven Spaces: Social gaming bars, co-working lounges transforming into party hubs at night.

Setting New Standard in Customer satisfaction

Ensuring customer satisfaction requires a multi-faceted approach that prioritizes personalization, service excellence, and continuous engagement. Businesses are increasingly leveraging data-driven customer preference tracking to offer personalized service, creating a more tailored and memorable experience. Additionally, active engagement with customer feedback across digital platforms allows brands to address concerns promptly, improve offerings, and build long-term relationships, ensuring that customer needs are consistently met.

Gaurav Shetty, Director, Peninsula Hospitality said, “Customer satisfaction is at the heart of everything we do. We personalize experiences, offer surprise elements, and curate engaging nightlife activities. Our rotating offers and bar nights ensures that one has a different experience every time they visit. The key is to keep the energy high and always offer something new.”

For Gigu Hospitality, it’s all about creating something new. Dharamendra RS, COO, Gigu Hospitality added, “Gilly’s transformed into Gilly’s Super Bar with a ‘super’ concept—super cocktails, super pricing, and super experiences—catering to younger audiences. Its digital-first promotions, mixology events, live events, standup comedy clubs, soul jam sessions, strangers meet, board game busters, wine in a million community and fandom nights resonated well, leading to increased footfall and social media engagement.”

Every brand is focusing on their Unique Selling Point (USP) to target their audiences. “BLR Brewing captivates the new-age audience by fostering diverse communities (fitness, art, reading circles, pet-friendly events) at our venue through partnerships (Sisters in Sweat, Pawasana, Pedigree, Small World, etc.). We offer curated, one-of-a-kind experiences to these niches, making them aware of BLR Brewing's offerings and building events for each of these niches. Bangalore is no more just about the CBDs; it’s about different pockets of Bangalore which are heavily populated, and people in those areas are looking for unique and fun experiences,” explained Prasanna Kumar, Co-Founder, BLR Brewing Co.

Marketing after Dark

New age marketing for restaurants and hospitality is heavily reliant on digital platforms and social media. Brands leverage on Instagram, Facebook, and Snapchat to showcase their venues, events, and culinary creations.

Aniket Patil, Founder, Berlin Brew Restaurant pointed, “Storytelling has become a crucial element with brands highlighting their brewing processes and ingredient sourcing to build authenticity and emotional connections among the audience.” Beyond digital, a strong emphasis on unique in-house and on-road marketing strategies that build brand loyalty and create memorable experiences.

Adding to this, Hemender Reddy, Founder, The Moonshine Project & Dakshin said, “The most exciting venues are those that become true community partners. They're working with local art schools to showcase emerging talent, collaborating with cultural organizations to host meaningful events, and creating spaces that authentically reflect urban diversity. Cultural diversity isn't a marketing strategy – it's the fundamental operating principle. This increases the brand visibility among the audiences and to reach them through a medium.”

Social media, influencer collaborations, and digital engagement are driving nightlife promotions. “At Mitron, we leverage platforms like Instagram to showcase live mixology sessions, bar takeovers, and customer experiences, creating a buzz before people even step in. The future of nightlife will be defined by technology, sustainability, and hyper-personalized experiences. AI-driven recommendations, eco-friendly cocktail programs, and hybrid spaces that cater to both work and play will shape the industry. At Mitron, we are not just following these trends, we are creating them,” expresses Shetty.

Challenges in Catering to Millennials & Gen Z

            •          Short Attention Spans: They seek new experiences constantly, making brand loyalty difficult.

            •          Price Sensitivity: They value experiences but are budget-conscious, seeking high value for money.

            •          Digital Influence: Social media trends dictate their choices; bad reviews spread instantly.

            •          Wellness-Oriented Lifestyle: Reduced alcohol consumption, demand for mocktails and low-ABV options.

To Overcome the Challenges, brands can do frequent theme changes with limited-time pop-ups, seasonal menus, and rotating entertainment will drive more audiences. Affordable Premiumization with loyalty programs, group discounts, and influencer collaborations will help in wider reach and more publicity for the brand. Strong Digital Engagement with viral content, gamified loyalty apps, AI chatbots for reservations will play an important role. Wellness & Sustainability Focus with Healthier drink options, eco-conscious branding will enhance the brand experience.

Established in 2003, 6 Ballygunge Place is an iconic name in the world of Bengali cuisine. As the flagship brand of Savourites Hospitality Pvt Ltd, it has emerged as a fine dining gem in Kolkata, celebrated for its traditional flavors, charming ambiance, and exceptional service. With multiple outlets in Kolkata and a recent expansion to Delhi, the restaurant is on a mission to share Bengal’s culinary heritage with new audiences. Housed in a British-era mansion, 6 Ballygunge Place boasts interiors that reflect Victorian Bengal.

From walls adorned with patachitra to the grand haath-pakha suspended in the hall, every element is a nod to the region’s rich culture. The restaurant’s a la carte and buffet sections are thoughtfully divided, providing diners with both a cozy and grand experience.

The menu, curated by Chef Sushanta Sengupta, is an ode to age-old Bengali recipes. Start your culinary journey with a refreshing Aamporar Shorbot or the classic Shukto. Signature dishes like Bhetki Paturi, Chitol Macher Muitha, and Daab Chingri are fan favorites. For dessert, the Nolen Gur ice cream and baked Sandesh are must-tries.

The service at 6 Ballygunge Place is exemplary, with staff providing detailed explanations of dishes, especially for non-Bengali patrons.

While the pricing leans towards the premium side, the generous portions and exceptional quality justify the cost. A buffet priced between Rs 585 and Rs 740 offers an extensive spread of fish, mutton, chicken, rice, and desserts.

However, for a more personalized experience, the à la carte menu is highly recommended.

With over 26 outlets in Kolkata, 6 Ballygunge Place continues to uphold its legacy, delivering authentic Bengali flavors that resonate with every bite. Whether you’re a local or a traveler, this culinary haven is a must-visit for a true taste of Bengal.

India's nightlife is undergoing a significant transformation. It's no longer just about late-night dining or simple bars or dancing bars. There is a surge in experiential nightlife, where entertainment, immersive experiences, and diverse culinary offerings converge. The rise of themed nights, curated music events, stand-up comedy’s and interactive experiences across cities reflects this evolution. 

The rise of microbreweries and craft cocktail culture is no longer confined to metro cities but is expanding into Tier 1 and Tier 2 cities, reflecting a growing appreciation for artisanal drinks. Major metros have extended their operating hours, fostering a more vibrant and authentic nightlife ecosystem. 

Gen Z is shaping the future of nightlife with their preference for authenticity, digital integration, and curated experiences. Millennials, however, remain the primary spenders, valuing nostalgia, quality, and premium experiences. Nightlife is about creating inclusive spaces that cater to a diverse audience including LGBTQ+ friendly venues and events, gender-neutral spaces, and cultural inclusivity.

Ever imagined how big is the nightlife market in India? The nightlife market is projected to reach USD 4.64 billion by 2030, with a CAGR of 7.19%. Let’s see how the nightlife has evolved in India over the years and what’s new going on in the industry.

The On-going Trends

Current trends include a growing demand for sustainable practices, with a focus on reducing waste and using locally sourced ingredients. The significant trend is the resurgence of taproom concepts, with a renewed focus on craft brewing and community-driven spaces, bringing beer enthusiasts together in an engaging, social atmosphere. One key strategy is the introduction of signature house brews and spirits, allowing them to establish a unique brand presence. Many venues are also collaborating with local artists, musicians, and chefs to transform their spaces into cultural hubs that offer more than just food and drinks.

Uday Shenoy, GM, Rude Lounge said, “A major trend gaining momentum is sustainability. Eco-conscious practices are becoming the norm, with bars and lounges adopting biodegradable straws, zero-waste cocktails, and sourcing ingredients locally to reduce their environmental footprint. However, the industry continues to face challenges, including high operational costs, evolving consumer preferences, and the need to constantly innovate to stay ahead of the competition.”

Technology is Taking the Centre stage 

Brands are constantly innovating to stay ahead of the competition by creating distinctive identities and engaging experiences. The rise of Instagram-worthy aesthetics and immersive experiences designed for social sharing is another major trend, ensuring that customers not only enjoy their time but also spread the word online. Taprooms, in particular, are setting themselves apart by offering rotating taps, limited-edition brews, and fusion flavors, keeping their offerings fresh and exciting for patrons.

Ankit Tamang, Director, China Gate Group said, “At our establishments, like TAP and Bora Bora, we are constantly innovating to provide these dynamic experiences. We see a strong move towards diverse music genres, from electronic and hip-hop to live performances and regional sounds, catering to a broader audience. The emergence of micro-clubs and speakeasy-style venues also adds a layer of exclusivity and intrigue, which is becoming increasingly popular. In a competitive market, innovation is paramount. We continuously invest in enhancing our offerings.”

He highlighted, “In TAP and Bora Bora, we're leveraging technology for seamless ordering, interactive lighting, and immersive sound systems. We also prioritize unique beverage programs and collaborate with renowned DJs and artists to create memorable events. Our focus is to create a multi-sensory experience that goes beyond just food and drinks.”

Commenting on the same, Ajay Gowda, MD, Byg Brewskie Brewing Company pointed, “Innovation is the key. Brands that constantly evolve whether through new menus, event-driven experiences, or technology-driven engagement is the ones staying ahead. Personalization is becoming crucial, with AI-powered recommendations, exclusive membership programs, and hyper-localized offerings gaining traction.”

Adding his perspective, Shenoy mentioned, “What’s new in this sector is the integration of technology and innovation. AI-powered reservation systems, personalized loyalty programs, collaborations with global mixologists, live entertainment, and exclusive VIP zones are redefining what luxury nightlife looks like. These elements are helping venues create more personalized and memorable guest experiences.”

The Foreseen Challenges

Aniket Patil, Founder, Berlin Brew Restaurant explained that staffing challenges have become a pressing issue, and pushing businesses to adopt innovative recruitment and retention strategies to maintain service quality. 

Explaining his views, Gowda said, “The challenge, however, remains regulatory constraints, high operational costs, and maintaining a balance between exclusivity and accessibility.”

The Indian Quick Service Restaurant (QSR) industry is at a pivotal moment in 2025, marked by rapid expansion, shifting consumer dynamics, and operational challenges. With the market projected to reach $38 billion by 2029, the sector continues to experience strong growth, driven by changing lifestyles, increasing urbanization, and rising disposable incomes. However, with this growth comes complexity— inflationary pressures, evolving customer expectations, and heightened competition are reshaping the industry.

While the absolute spend on dining out is increasing, its share within overall private consumption is declining due to inflation, making value-driven offerings more critical than ever. At the same time, input costs for raw materials, packaging, and logistics continue to rise, increasing price sensitivity among consumers. In this evolving environment, QSR brands must strike a delicate balance—delivering affordability without compromising on quality, speed, or experience.

The New Indian Consumer 

India’s QSR consumers in 2025 are more experimental, highly demanding, and price-conscious than ever before. The growing preference for global flavors, customized meals, and convenience-driven dining options is pushing QSR brands to continuously innovate. However, while international flavors remain relevant, there is a strong resurgence of home-grown brands, which are challenging global QSR chains by combining quality with deep regional insights.

Consumer behavior is also highly occasion-driven, with choices varying based on dining context—be it dining out, ordering in, or opting for hybrid meal solutions. Value perception plays a crucial role, as customers expect high-quality meals at competitive prices, making affordability a dominant factor in decision-making.

Additionally, Tier 2 and Tier 3 cities are emerging as key growth markets, with consumers in these regions expecting metro-level quality and service. The organized QSR market is set to grow from 15% to 21% by 2030, while the unorganized sector is expected to shrink from 52% to 41%, reinforcing the increasing demand for structured, reliable dining experiences.

With over 400 organized QSR players in the market, customer loyalty has become increasingly fluid. Even minor lapses in quality, service, or delivery efficiency can push consumers to switch brands. Delivery, which was once a differentiator, is now a baseline expectation, and the focus has shifted toward speed, reliability, and seamless service experiences.

Key Operational Challenges 

Despite rapid growth, profitability remains a concern for many QSR brands. While post-COVID expansion saw a surge in new outlets, revenue growth has not kept pace with store additions, creating financial strain. Several key operational challenges are shaping the industry landscape:

Soaring Real Estate Costs: High rental prices in urban areas are putting pressure on margins, particularly for dine-in-centric formats where sustaining growth in Average Daily Sales (ADS) has become increasingly challenging. As a result, QSR brands are shifting toward smaller format outlets, including kiosks, express setups in malls, airports, and metro stations, to optimize operational efficiency while maintaining reach.

Intensifying Competition: With the QSR market growing more crowded, investor-backed pricing wars and aggressive expansion strategies are straining profit margins. Delivery aggregators now connect over 276,000 restaurants, vastly outnumbering the 5,500 branded QSR outlets, making market fragmentation a growing challenge.

Aggregator Dominance: The duopoly of food delivery aggregators remains a double-edged sword for QSR brands. While platforms like Zomato and Swiggy expand customer reach, their high commission rates (15%-30%) significantly impact profitability. Additionally, aggregators control valuable customer data, limiting brands’ ability to build direct consumer relationships and execute personalized marketing strategies.

Labour and Compliance Issues: Staffing continues to be a major challenge, with high attrition rates leading to frequent recruitment and training costs. The industry’s reliance on a transient workforce increases operational disruptions, while compliance with evolving labor laws and minimum wage regulations adds another layer of complexity.

Shift to Delivery-First Models: The pandemic accelerated the transition to delivery-first dining, reshaping consumer habits and altering the revenue mix for physical outlets. With delivery platforms expanding consumer access to more restaurants and cuisines, QSRs now navigate a more fragmented sales landscape with evolving dine-in dynamics. Rising fuel and labor costs have further escalated delivery expenses, prompting brands to refine their logistics strategies. 

Winning Strategies for QSR Brands 

To thrive in this highly competitive and rapidly evolving environment, QSR brands must implement strategic initiatives that address both customer expectations and operational challenges.

Menu Engineering and Innovation: Balancing international flavors with regional specialties will be key to maintaining relevance. Value-driven menu strategies such as combo meals, customizable options, and limited-time promotions will boost engagement and encourage repeat business in an era where dine-in ADS is declining.

Differentiation through Experience: With over 400 players competing for market share, creating unique and memorable customer touchpoints is essential. From standout flavors and loyalty programs to immersive dining formats and tech-enhanced experiences, QSR brands must prioritize engagement and differentiation.

Direct Customer Engagement: To reduce dependence on aggregators and regain control over customer relationships, QSRs should invest in proprietary platforms, mobile apps, and direct ordering systems. Collaborating with networks like ONDC (Open Network for Digital Commerce) can also help brands expand their digital footprint while maintaining profitability.

Operational Efficiency and Cost Optimization: With rising input and logistics costs, efficiency is paramount. Brands must leverage predictive analytics for inventory management, optimize supply chains, and strengthen vendor relationships to minimize waste and inflationary pressures.

Expansion into Tier 2 and Tier 3 Cities: With smaller cities becoming high-growth zones, QSR brands must adapt to regional tastes, offer metro-quality experiences, and implement localized pricing strategies. This will be critical for long-term expansion and profitability.

Adapting to Evolve: The Indian QSR industry in 2025 is both an arena of opportunity and a battlefield of competition. Brands that succeed will be those that anticipate macro trends, adapt to evolving customer preferences, and overcome operational hurdles with agility and innovation.

In a landscape where customer expectations, competition, and costs are constantly shifting, the winners will be brands that seamlessly blend convenience, value, and experience—delivering not just food, but a compelling and memorable dining journey.

People are well aware that dining has evolved around the years as everyone wants something unique in their dining experience and why not? Experiential dining in India has been revolutionized from simple meals to immersive culinary journeys that connect diners with tradition, flavors, and storytelling, also driven by evolving consumer preferences and innovation.

Culinary tourism is gaining momentum, positioning India as a key destination for food enthusiasts. The revival of forgotten culinary traditions with a modern twist, combined with curated tasting menus and interactive elements, is reshaping the dining landscape, making experiential dining a defining trend in India’s hospitality industry.

The Market
The full-service restaurant sector is projected to grow at a CAGR of 11.28%, reaching USD 64.72 billion by 2030. The sector has seen a 6% growth in food and beverage output in 2023, driven by increasing consumer demand for authenticity and regional cuisines. Reports indicate that 72% of South Indians prefer traditional dishes over modern fast food, highlighting a shift toward nostalgia-driven dining. 

Shift from Traditional dining to immersive experience
There's been a significant shift from traditional dining to a more sophisticated and immersive experience. The focus has moved from just taste to a multi-sensory experience – the ambience, the service, the presentation, and the story behind the food. It’s a healthy balance of the two - the table side theatrics and the overall plunge into the sensory overload at restaurants is tempered by good food and drinks, the quality of which is undeniable.

Commenting on this, Aji Nair, CEO, Mirah Hospitality said, “Rajdhani Thali has been at the forefront of this shift, offering an authentic Rajasthani and Gujarati experience with warm hospitality and regional delicacies served through traditional rituals. As regional cuisine-driven dining gains momentum, Rajdhani continues to set the standard by preserving time-honored recipes, curating festive thalis, and celebrating India’s rich culinary heritage. We continue to align with these trends by preserving heritage flavors, curating festive menus, and enhancing service experiences.”

The Trends
There’s a clear trend towards refined dining experiences that blend global influences with local sensibilities. There is a rise in demand for curated menus, wine pairings, and interactive dining formats. People want to explore new flavours and techniques, but they also appreciate the familiar comforts of Indian hospitality. 

The trend is definitely towards authenticity. There's a growing appreciation for regional cuisines, for locally sourced ingredients, and for the stories behind the dishes. People want to connect with their roots or discover new ones, through dining.

The Foreseen Challenges 
Maintaining consistency and innovation in a rapidly evolving market is a major challenge. While, staffing issues, rising costs, marketing and brand awareness are also seen as the foreseen challenges in the industry.

Rinka Jha, Founder, Two Gud Sisters said, “You need to invest in continuous training for your staff, and to stay up to date on global culinary trends. You also need to be mindful of sustainability and ethical sourcing. The key is to balance innovation with authenticity, and to create an experience that is both exciting and meaningful.”

“The biggest challenge is keeping that genuine feeling alive as things scale. It's easy to lose the personal touch. To combat that, it's important to focus on training the staff to be hosts, not just servers. Create spaces that encourage conversation and connection. It is about remembering the core of why we are in the hospitality industry,” commented Alay Ingle, Founder, The Corner Room.

Adding his views, Ranjit Bindra, Founder & MD, Bastian Hospitality notes, “When something like experiential dining just becomes a trend that restaurants focus on, the quality of what diners have really come for - the F&B - quickly diminishes. It is important for restaurants to not be swayed by trends alone, but to focus first on their USP’s after which experiential dining should be added, if it makes sense for the cuisine and the restaurant. We are lucky at our restaurants to be able to offer both excellent quality F&B as well as lasting memories when it comes to our programming around our dining and our bar.”

Promoting Dine-ins through Social Media
Social media is a powerful tool for showcasing the artistry and sophistication of modern Indian dining. It allows creating a visual narrative that captures the essence of the dining experience. Social media amplifies brand presence through influencer collaborations, real-time customer reviews, and visually engaging food content. 

Pointing out how this benefits restaurants, Timanshu Mokal, Co-Founder, Amelia explains, “It’s where restaurants show off their best, using visuals and influencer buzz to draw crowds. They engage directly with diners, building community and creating excitement with limited time offers. Looking forward, we can expect more immersive tech like AR and more. People sharing their experiences will continue to drive trends, making social media the central hub for how we discover and enjoy dining out.”

The Future
The future is quite certain that with more personalized and immersive dining experiences, with a greater emphasis on technology and sustainability. But the core experiences will always be about creating a memorable and enjoyable culinary journey.

It is quite evident that South Indian Restaurants are quite popular in India and in international markets. With the growing need of comfort food, there is a boom in the restaurant industry especially for the South Indian food internationally. The cuisine of Andhra Pradesh, Karnataka, Kerala, Tamil Nadu, Telangana, and the union territories of Pondicherry and Lakshadweep are all considered to be part of South Indian cuisine. Spices like mustard seeds, curry leaves, tamarind, and asafoetida are frequently used in South Indian cuisine; the spice level may differ as per the consumer preferences.

With South Indian restaurants thriving, the full-service restaurant market in India is expected to grow to USD 64.72 billion by 2030. The brands are expanding through various models which are Franchising Model where many brands, like have expanded through franchising to minimize operational risks, targeting areas with high Indian and South Asian populations, such as the US, UK, UAE, Canada, Australia, Singapore and Southeast Asia, adapting to local markets where they can tweak the menus slightly to cater to local tastes while maintaining authenticity (e.g., Jain-friendly or vegan versions of dishes), tech & delivery expansion wherein brands can partner with food delivery platforms to reach a broader customer base and premium positioning & branding in which some brands are positioning South Indian food as a premium, healthy dining option rather than just street food.

Trends & Innovations in the International Restaurant Industry
While Chef Kishore Kumar Neethinathan, Executive Chef, Radisson Blu Hotel and Suites GRT Chennai & Ministry of Chutneys added his views on trends in the international restaurant industry.
•    Plant-Based & Vegan-Friendly Menus – Many global consumers prefer plant-based food. South Indian cuisine already has many vegetarian options that can be marketed effectively.
•    AI & Automation in Kitchens – Brands are using AI-powered kitchen robots for dosa making, reducing labor dependency.
•    Sustainable & Eco-Friendly Packaging – Growing demand for biodegradable and compostable food packaging.
•    Ghost Kitchens & Virtual Brands – Cloud kitchens allow brands to expand without major investment in dine-in spaces.
•    Tech-Enabled Customer Experience – Self-ordering kiosks, AI-powered recommendations, and blockchain for food traceability.

Challenges in International Expansion & Solutions
1.    Ingredient Sourcing
              Challenge: Finding authentic ingredients abroad can be difficult, impacting food taste and quality.
              Solution: Partner with local suppliers, import key ingredients, or set up centralized production hubs.
2.    Cultural & Dietary Preferences
              Challenge: Some global consumers are unfamiliar with fermented foods like dosa or idli, and spice levels may need adjustment.
              Solution: Educate through storytelling, food tastings, and clear menu explanations. Offer milder spice variations without compromising authenticity.
3.    High Operating Costs
              Challenge: International markets have high labor and rental costs.
              Solution: Lean operations with smaller, tech-enabled kitchens, cloud kitchen models, or co-located food court outlets.
4.    Regulatory & Compliance Issues
              Challenge: Each country has different food regulations, tax structures, and labor laws.
              Solution: Work with local consultants and legal experts, use franchising or joint ventures for easier market entry.
5.    Brand Awareness & Competition
             Challenge: Competing against well-established Indian and global brands.
              Solution: Differentiation through unique dishes, storytelling, digital marketing, and collaborations with influencers.

“South Indian cuisine may be too spicy or different from local tastes, requiring adaptations to menus. Not all guests are familiar with Indian flavors and spice level, so there is a strong reason to tweak the menu and the recipe to adapt the local taste buds. To overcome the challenges, brands should have strategic partners within each country who understand the local regulation rules and laws, which streamline the overall operations,” notes Anand Krishnan, Director, Namma Veedu Vasanta Bhavan.

Anand adds, “VB WORLD, the new avatar of Namma Veedu Vasanta Bhavan, offers a unique culinary experience with the combination of international and pan-asian cuisines. A lot of countries do have an own rules and regulation for the labor visa, it to overcome we must keep average of 30 to 40 employees as a buffer for the upcoming projects,” 

 “We have successfully expanded our footprint by bringing the rich legacy of Dindigul-style biryani and Tamil Nadu’s culinary heritage to international markets. While India remains a priority, we are strategically expanding in the Middle East & Sri Lanka. Our growth model focuses purely on company-owned outlets to scale efficiently. Our vision is to globalize South Indian cuisine while preserving authenticity. The future lies in hybrid dining models, tech-driven experiences, and sustainable expansion,” shares Nagasamy Dhanabalan, Managing Director, Dindigul Thalappakatti Restaurant

There are various challenges in manpower for international expansion which includes:
1.    Shortage of Skilled Indian Chefs- South Indian cuisine requires specialized skills (Dosa making, Sambhar preparation, Tiffin dishes). Finding chefs abroad who can replicate the authentic taste is a challenge.
2.    High Labor Costs in International Markets- Countries like the US, UK, Canada, and Australia have strict labor laws and high wages, increasing operational costs.
3.    Work Visa & Immigration Restrictions- Many countries have strict regulations on hiring foreign workers, making it difficult to bring chefs from India.
4.    Cultural & Language Barriers- Hiring local staff may lead to communication gaps and difficulty in training them to prepare traditional dishes correctly.
5.    Employee Retention Issues- High turnover rates in the restaurant industry can lead to inconsistent service and additional training costs.

How to Compete with Other Brands in International Markets
Nagasamy discussed about the competition with other brands in the international markets which includes:
1.    Emphasize Health & Authenticity – South Indian food has a natural health advantage (fermented foods, low oil, and gluten-free options). Positioning it as a wellness choice can attract a wider audience.
2.    Strong Digital & Social Media Presence – Using Instagram, YouTube, and TikTok to showcase food-making videos, traditional recipes, and customer experiences.

3.    Strategic Partnerships – Collaborating with local grocery stores, Indian cultural events, and food bloggers to build brand presence.
4.    Menu Innovation –  Creating fusion dishes that blend South Indian flavors with local tastes (e.g., dosa tacos, idli burgers).
5.    Experiential Dining – Offering unique dining experiences like live dosa counters, self-ordering kiosks, and interactive storytelling about South Indian cuisine.

Future in International Markets
South Indian restaurant brands are scaling internationally, driven by the global demand for regional Indian cuisines. The future is certain that the market is expected to grow internationally with more brands competing globally and expanding in the untapped markets.
 

If anybody asks you about what your favorite food in Italian cuisine is, the first thing which we can think of are pizzas, risottos and pastas…

With the growing prominence of Italian Cuisine, the scope of Italian food in India can be attributed to several factors. With the increase in globalisation and evolving consumer preferences being the key drivers and more Indians travelling overseas, Indian palates have become more adventurous, with an increasing desire for international flavours and dining experiences. The wide variety of dishes makes it highly adaptable to local tastes.

Innovations in Italian Cuisine
Brands are innovating in Italian cuisines these days as per consumer preferences and demand. The rise of artisanal pizzas, hand-made pastas, and premium ingredients like burrata and truffle has elevated the dining experience, making Italian food more than just casual dining—it’s now a refined, experiential cuisine. The social media-driven food culture has also played a role, with visually appealing Italian dishes like wood-fired pizzas and indulgent desserts becoming crowd favorites.

"At Mad Doh, we’ve taken this evolution to the next level by not just offering traditional wood-fired Neapolitan pizzas but also making them gut-friendly. We’ve fused sourdough into our Napoli pizza recipe, enhancing both flavor and digestibility. This unique approach ensures a light, airy crust with natural fermentation benefits, making indulgence both delicious and nourishing,” commented Bobby Patel, Founder, MadDoh.

The brand also prioritizes quality, inclusivity, innovation, and customer engagement, creating a distinct identity that competes with international players while celebrating the homegrown expertise.

Krunal Chahwala, CEO, Pizza Express, shared, “Culinary experimentation also plays a part, with Italian dishes being adapted to suit tastes—toppings like paneer on pizza or spicy variations of pasta catering to Indian preferences. Moreover, the growing interest in food tourism and the advent of social media have introduced more people to the authentic tastes of Italy, further fueling demand.”

How International brands are scaling in India?
While global brands bring innovation and global recognition, home grown brands equally understand Indian tastes better, often offering unique, culturally relevant flavors.

“International brands must adapt by localizing their menus—like introducing vegetarian options or spicier variations—to appeal to Indian consumers without compromising brand identity. Additionally, supply chain issues and sourcing local ingredients to maintain consistency can complicate efforts,” added Chahwala.

Commenting on the same, Mahesh Reddy, CEO, GoPizza India pointed, “International brands have capitalised on this growing appetite, venturing into the Indian market with both established chains and new concepts. Competition is fierce, with brands eying for market share through menu innovation, localized flavours, and competitive pricing. While maintaining authenticity remains a challenge, brands are increasingly sourcing local ingredients and adapting recipes to cater to Indian preferences.”

The Foreseen Challenges
Prashant Issar, Managing Director Bellona Hospitality, said, “At Cafe Allora, we are proud to have retained genuine Italian flavours for our diners and try to bring the Trattoria experience closer to our guests in India. However, challenges like sourcing authentic ingredients, adapting to local tastes, and managing price sensitivity persist. To overcome these, we focus on high-quality ingredients, adapting menus to local preferences, and emphasizing authenticity in our offerings. Competition is fierce, but success lies in maintaining a balance between global standards and local adaptation while delivering a unique experience to consumers.”

Role of Labour Management
Labour management plays a crucial role in maintaining quality, efficiency, and consistency. A well-trained and motivated team is the backbone of our operations, ensuring that every dish meets our high standards and that customer experiences remain exceptional.  The pricing strategy has to be carefully designed to balance premium quality, customer value, and market competitiveness.

“The largest challenge for any brand is high attrition. To solve this problem brands are now investing in technology and training to manage the situation,” added Reddy.

In a competitive market flooded with pizzerias and Italian restaurants, brands have to stands out by blending authenticity, innovation, and inclusivity to create a truly unique experience.

The Future
With brands focusing on local customization, health-conscious options, and sustainable practices, it is certain that there will be a blend of traditional Indian flavors and international cuisine. With increasing competition, both local and global brands will prioritize personalization, unique dining experiences, and affordability, while adapting to food trends like fusion menus to stay relevant.