Top 6 Indian States Where Women Drink the Most: The Rise of the Female Drinker

India’s dining landscape has quietly but decisively changed. What was once a planned weekend outing has become a daily ritual, with national spending on eating out now estimated at INR 1,056 crore every single day in the first half of this fiscal, as per NRAI report. Combined with a 34 per cent surge in UPI transactions at restaurants, it's clear that eating out is no longer an occasional indulgence for urban Indians.

Restaurateurs say this shift goes beyond frequency. It reflects a cultural shift in how Indians, especially young urban families and professionals, perceive dining out. As Priyesh Busetty, Co-founder of Yuki, Bangalore, said, “People no longer look at dining out as a treat, but as a way to live, connect, and experience the world.”

And India’s restaurants are responding with a sweeping reinvention of discovery, payment, experience and design.

Digital Discovery, Seamless Payments

If eating out has become effortless, it is largely because digital discovery has taken over the decision-making process. In Bengaluru, this shift is most visible.

 “Discovery is now almost entirely digital,” shared Thejus Shivarama, Founder of Juliet and 2Moons, adding, “Guests choose restaurants through Instagram, reels, reviews and UPI-friendly convenience.”

UPI sits at the heart of this new behaviour. Restaurateurs across the board describe it as more than just a payment method. With instant, invisible transactions, diners hesitate less, order more freely and return more often. Shivarama noted that UPI has made dining “seamless and spontaneous,” reducing wait times and encouraging guests to try new dishes because there’s no friction at the end of the meal.

Busetty echoed this from a cultural standpoint, observing how frictionless payments create a “relaxed, impulsive, and repeat-driven dining culture” where attention stays fully on the experience, not the bill. 

Even emerging brands are feeling the impact. At Gladia Brewery & Kitchen, Co-founder Fino Frangline mentioned digital payments have “definitely” boosted footfall by making transactions smoother and faster for guests.

Evolving Menus

The rise in repeat visits has forced restaurants to rethink how they design and refresh their menus. Innovation in food and beverage offerings is now expected every few weeks.

Busetty describes a new era of diners who crave novelty, like matcha-infused cocktails, yuzu-driven mains, playful experimentation, yet still expect price points to remain accessible. 

“But behind that creativity lies strategy: ingredient imports fluctuate, but pricing must remain approachable, meaning thoughtful portioning, sourcing, and operational balance have become just as important as flavour,” he added.

Shivarama noted that menus are becoming “dynamic, seasonal and intentional,” built to engage a guest who might visit midweek as casually as they might on a weekend. Leaner, more purposeful menus are replacing sprawling lists, with restaurants focusing on cohesion between food, drink and the overall storytelling of the space.

Experience, Ambience and Community

Dining out today is shaped as much by experience as by appetite. Restaurateurs say that guests want to feel rooted in a space, familiar faces, thoughtful service, and the comfort of returning to a place that recognises them. The future, as Busetty said, belongs to restaurants that “build a nuanced culture around dining,” where craftsmanship, sourcing and storytelling matter as much as the food itself.

Shivarama sees loyalty shifting away from discounts and toward sincerity. In competitive cities like Bengaluru, he added consistency, warmth and small personalised touches are what keep guests returning.

Frangline shared a similar outlook. “With cut-throat competition, our goal is to focus on customer loyalty and community building. Thus, the focus will be on this for the next couple of years, which is important for the brand in the long term,” he added.

As dining becomes habitual, the emotional quality of a restaurant, its design, energy, music, and warmth, often carries as much weight as its menu.

The distinction between eating in and eating out has also thinned. Restaurants are investing in thoughtful packaging, premium delivery menus and faster dispatch systems. Busetty explained this shift simply, saying, “Delivery packaging today is as thoughtful as dine-in plating, it carries identity, sustainability and care.”

For restaurants, this dual expectation means crafting experiences for two parallel customers: the one who comes in looking for ambience and the one who wants the brand’s touch at home.

Growing Market

India’s food services sector is expanding in step with this behavioural shift. NRAI values the industry at INR 5.69 lakh crore with steady growth projected through 2030. Cloud kitchens, multi-brand operators, and rapid Tier-2 adoption are pushing expansion deeper into the country, while digital platforms like Swiggy Dineout and Zomato are shaping demand.

But restaurateurs caution that the next phase is not about scaling quickly. It is about scaling purposefully. Shivarama believed the future belongs to neighbourhood-first spaces. “This shift is shaping how we grow. We’re focusing on neighbourhood spots, warm social spaces, and menus that keep guests coming back during the week, not just on weekends. Competition is getting stronger, so building real loyalty through consistent service, familiar faces and small personalised touches is becoming more important,” he concluded.

Frangline echoed the mood on the ground: long-term success will hinge on loyalty, consistency and community, not speed of expansion.

“The restaurants that nurture belonging, not just discounts or gimmicks, will define what comes next,” Busetty pointed.

Going out for drinks is often a fun and relaxing experience. But for some, the night can take an unpleasant or even dangerous turn. There are moments when a person might feel uneasy, threatened, or simply want to leave discreetly without creating a scene. That’s where the concept of the Angel Shot comes into play.

The Angel Shot is not an actual cocktail but a clever safety signal designed to alert bar staff that someone needs help. It allows patrons to communicate that they feel unsafe and would like assistance, without having to explain their situation in front of others. When someone orders an Angel Shot, the staff immediately understands that they need to step in, whether that means calling a cab, escorting them outside, or even contacting the authorities if the situation is serious. It’s a quiet, effective way to ensure safety in what can sometimes be unpredictable social settings.

Though it won’t appear on any menu, the Angel Shot has become an important tool for patrons and staff alike, creating safer environments in bars and restaurants.

Read more: How Bars & Restaurants Can Protect Themselves Amid Heightened Violence

What is a Gastropub? Everything You Need to Know

Where Did the Angel Shot Come From?

The Angel Shot originated in the mid-2010s as part of a growing focus on customer safety in bars and restaurants. Its rise in popularity began when a bar placed a discreet sign inside the women’s restroom, explaining how patrons could use the term to signal for help. This simple yet effective idea quickly caught attention and spread to other establishments. The concept itself was inspired by the “Ask for Angela” campaign, which started in the United Kingdom. That campaign encouraged individuals who felt unsafe or threatened to approach the bar and ask for “Angela,” alerting staff to step in without drawing unwanted attention.

Building on that idea, the Angel Shot was introduced as a more natural and subtle way to request help. Rather than using a person’s name, it allowed patrons to order a “drink” that wouldn’t raise suspicion in front of others. This innovation made it easier for people to communicate their distress while maintaining privacy. Over time, the Angel Shot became recognized as a quiet but powerful tool in promoting safety during nights out, reinforcing the responsibility of bars to look after their guests.

How Does an Angel Shot Work?

When you order an Angel Shot, the staff knows you want help. But there are actually three ways to order it, and each one means something different.

• Angel Shot neat—You need the bartender to help escort you to your car or a safe place.
• Angel Shot on ice—You want the staff to call a taxi or rideshare for you.
• Angel Shot with lime—You need the staff to call the police immediately.

Each version helps the staff respond the right way without making a scene.

Why Is It Called an ‘Angel’ Shot?

The term “Angel” draws from the idea of a guardian angel — a figure who watches over and protects. It symbolizes reassurance and the promise that someone is there to help when needed. By using this name, the signal conveys that help is close and the person is not alone in their situation. It offers a quiet yet meaningful way for someone to ask for safety and support, without attracting unnecessary attention or making the situation more uncomfortable.

Know more: Restaurant Website vs. Third-Party Apps: Which One Drives More Revenue?

A Cocktail with a Side of Courage

Ordering an Angel Shot requires a certain amount of courage because it means admitting you feel unsafe or uncomfortable. Many people hesitate in such moments, unsure if they should speak up or worried about what others might think. However, just knowing that this option exists can make a big difference and give someone the confidence to act when necessary. Often, individuals feel embarrassed about asking for help in public, but there is no reason to be. Bartenders and servers are trained specifically to handle these situations discreetly and without judgment. Their role goes beyond serving drinks; they are there to ensure everyone feels secure. The Angel Shot provides a respectful and quiet way to ask for that protection.

Not on the Menu — But Always Available

The Angel Shot is not something that appears on any drink menu, and that is entirely by design. It is meant to remain discreet, serving as a quiet safety signal for those who need it, rather than a publicized feature of the bar. Its effectiveness lies in the fact that it is understood only by the people it is meant for—the patron seeking help and the staff trained to respond. In many ways, its invisibility on the menu underscores its true purpose: to protect without drawing attention.

Those who are unfamiliar with the Angel Shot or unsure if a particular bar practices this protocol can always take a moment to ask the staff discreetly at the beginning of the evening. For example, someone arriving at a bar alone or on a first date may quietly check with a bartender or server, asking if the staff recognizes the term and can assist if necessary. This small step can offer peace of mind, knowing that support is available should an uncomfortable or unsafe situation arise during the night.

Over time, an increasing number of bars and restaurants have begun training their staff specifically to recognize the term “Angel Shot” and to understand what actions to take when someone orders one. In some establishments, managers have introduced formal policies that instruct staff how to handle each variation of the Angel Shot, from simply escorting the person to their car to calling a taxi or even contacting law enforcement if the situation warrants it.

Also check: The Ultimate Guide to Getting Your Cloud Kitchen on Zomato

How to Pair Beer with Indian Food: A Desi Guide to Perfect Pints

Why Every Bar Should Serve This Safety Tool

Not every bar or restaurant has adopted the Angel Shot yet, but it is becoming more common as awareness about customer safety grows. Many establishments now see it as an important part of their service, reflecting a commitment to creating a secure and welcoming environment for everyone. Offering this discreet option sends a clear message that the bar cares about its patrons and is prepared to support them in difficult situations. For owners and managers who are considering adding the Angel Shot to their policies, it can make a real difference not only for customers but also for staff morale and reputation.

Here are three reasons why bars should implement the Angel Shot:

• It shows customers that their safety and comfort are taken seriously.
• It enhances the bar’s image as a responsible and thoughtful establishment.
• It gives staff the tools and confidence to handle sensitive situations with professionalism and care.

Final Thoughts

The Angel Shot is far more than a clever concept; it serves as a true lifeline for those who find themselves in uncomfortable or unsafe situations. It offers a discreet and dignified way for someone to ask for help without needing to explain themselves or draw attention. This quiet but powerful signal has proven to be both effective and empowering, allowing individuals to take control when they feel vulnerable. For many, just knowing that such an option exists provides a sense of reassurance before heading out. The next time someone is out at a bar or restaurant and feels uneasy, this simple yet meaningful gesture could make all the difference — perhaps even saving more than just the evening.

Over the years customers have become much smarter and choosy when it comes to eating out preferences. With overall food service market in India anticipated to grow at a 12% CAGR, people are eating out on a regular basis and they have become core of the restaurant business existence. According to industry experts from early 2000s till today they have seen a huge change in the customers’ eating out preferences and their behavioural change. “We started deGustibus in 1999. The first 12 years were very smooth, gentle selling but suddenly the whole pattern changed there were millennial, people were far well travelled than probably we were at that age, there was internet which was giving the customers lots of information. So, the aspiration was going up, needs were changing, looking for variety and different things,” says Anurag Katriar, ED & CEO at deGustibus Hospitality.

Reinventing growth

With sudden change in the eating out preferences, restaurants realised that there is a whole lot market which has opened up driven by the youngsters. Earlier restaurateurs were happy doing 70% food sale but today people will call them a failure if 70% is food sale. So, they started reinventing brand according to the market demand. There were few trends which were doing rounds in the food service industry. There is a definite shift of restaurants from unorganised to organise though it is slow and steady but it surely going to stay. A restaurant is no more looked upon a stomach filling location; drinking out is one of the reasons that people step into a restaurant. Earlier people would go out to eat and probably grab a drink. “Today most people go out to drink and food is just an incident and that’s where I see the biggest problem because earlier there was a clear differentiator in food- What will I get if I go to a restaurant ‘A’ and ‘B’. The way the market has evolved it is about the rightly priced drink,” adds Katriar adding that people are looking at volumes and that’s where the industry is heading today.

Birth of cafe moment

With almost 37% of the market shared by the cafe and casual dining chain, there is a sudden push in the cafe growth in India. People preferring a small get together over a cup of tea or a drink has gained momentum. Even a small meeting with a dear friend with relaxing environment has shaped up the growth of the cafe and bistro movement in the country. “I realised in early 2000 that it was about high end bars where people go out. It was not about going out to bar having a drink, enjoying the time. Everything was about being seen, wearing good clothes, look pretty and coming on page 3,” shares Khodu Irani, Partner- High Spirits Pune, adding that it has changed over the years and the biggest reason is internet. Over the years with face Book coming in, Snapchat, Instagram building up people are watching other people going out on regular basis and hence they are looking for a similar change here. Gone were the days when drinking and going out was a weekend affaire, today bars are doing good sales on weekdays as well because people go out to chill, chat with their friends on daily basis. And, that’s the good change in the market.

“Right now casual drinking is at par with QSRs and that’s across boards. The pricing has become cheaper in the bar and liquor industry as compared to what it was in 2004-05,” adds Irani.

Technology play

There has been a paradigm shift in the last five years. People have become much more tech savvy and for them everything has become an online business. Started as an online shopping trend, food business has also given online delivery and table reservation a good business in last five years. “When we started in 2012 reservation was not something that people have thought of but today people want to book a table before they go out. We are sitting on more than 300000 diners on the monthly basis,” points Sahil Jain, Co- Founder- Dineout. We can say that the industry is moving in such direction where people want convenience at their forefronts. At the same time people want lower prices and they want convenience as well. So, there are both things happening at the same time. It is not only pricing but people are also looking at convenience. There is opportunity to give them a special moment. “For restaurants like Barbeque Nation, they have got a good numbers on food as well. It is like 1500 customers per day at places like Hyderabad, Bengaluru and Chennai,” adds Jain.

Hence, we can say that localisation is an important factor in today’s dining out scenario as every city has its own market and within those markets there are markets.