In a notable incident, the Maharashtra government made headlines by temporarily suspending the license of a Ahmednagar-based McDonald's outlet, operated by Westlife Foodworld. The suspension was a result of allegations that the outlet was misleading consumers by substituting genuine cheese with vegetable oil-based alternatives. This decision was later overturned on appeal, allowing Westlife to modify its menu by eliminating the term "cheese" from certain items. The saga took a positive turn when Westlife recently announced that the Food Safety and Standards Authority of India (FSSAI) has validated its use of real cheese in its products, enabling the reintroduction of "cheese" in the product names where it plays a crucial role.
This episode not only brought to light the strict regulatory environment surrounding food safety and standards in India but also cast a spotlight on the burgeoning gourmet burger market within the country. Gourmet burger brands in India are carving out a unique niche, distinguishing themselves through the unparalleled quality of their offerings rather than competitive pricing. These brands, focusing on delivering an exceptional taste experience, leverage high-quality ingredients and culinary innovation to captivate the palates of their customers. Despite the evident success and a growing base of dedicated patrons, these gourmet ventures encounter significant obstacles in expanding their presence.
“In Bangalore, before the advent of KFC, McDonald’s, and Burger King, one of the OG burger brand was Indiana Burgers (1st, Floor, St. Patrick's Complex, Shanthala Nagar, Ashok Nagar, Brigade Road, Bangalore) It is one of our all-time favourites. But more than the burger, it was Indiana's yummy mayo we were after!,” Anurag Mallik, food procurement manager from one of the star hotels in Bengaluru mentioned expressing that for taste people are preferring homegrown gurmet brands but for a quick snacking large QSRs still are the rescue.
The challenge of scalability
The primary hurdle facing gourmet burger brands is not operational inefficiency but the intrinsic nature of their business model, which prioritizes quality and exclusivity over mass availability. This philosophy starkly contrasts with the strategies employed by quick-service restaurant (QSR) chains like McDonald's and Burger King, which excel in scaling their operations rapidly. The business models of QSR chains are designed to favor broad accessibility and efficiency, often at the expense of the artisanal qualities that gourmet brands hold dear. Consequently, while QSRs flourish and expand globally, gourmet burger outlets often remain confined to regional markets, striving to maintain their commitment to quality in the face of expansion pressures.
However, few are still being able to master that gap. “We saw a white space in the premium category when we launched Nino Burgers in December 2020,” says co-founder Nishant Jhaveri. Nino’s menu, with an average price of about INR 420, has a fine selection of about 14 burgers neatly categorised for vegetarians and non-vegetarians. Now available in 60-plus cities, they aim to please the discerning foodie who can tell a portobello from a shiitake.
High Competition in the Fast-Food Sector
India's fast-food sector is fiercely competitive, with numerous international and domestic players vying for market share. The presence of established chains that offer burgers at competitive prices poses a significant challenge for gourmet burger brands. These brands often find it challenging to differentiate themselves in a market where price sensitivity remains a key consumer trait. The competition is not just about taste and quality but also about pricing strategies, location, and brand perception.
Supply Chain Complexities
The cornerstone of gourmet burger brands is their commitment to quality, often necessitating the sourcing of premium and sometimes imported ingredients. Establishing a reliable supply chain that can consistently deliver these high-quality ingredients across various locations in India is a formidable challenge. Issues such as import restrictions, fluctuating customs duties, and the lack of a robust cold chain infrastructure in certain areas can lead to operational inefficiencies and increased costs, thereby impacting scalability and growth.
Apart from the aesthetics, gourmet implies a focus on quality ingredients. The restaurateurs claim not to disappoint. Zorawar Kalra when launched Louis Burger, they announced that the brand uses Japanese mayo, which costs INR 1,600 a kilogram, black truffles from Italy, at INR 1 lakh a kilogram, and sources endive from farmers selected to grow it. It is this attention to detail which elevates the regular burger.
But with these gourmet burgers one of the biggest challenge is delivery. Mayank who has Burger Factory Outlets in Goa mentioned that while they are doing great in terms of their dining business, it is difficult in terms of such juicy and loaded burgers to wrap and send across for home delivery. “We infact insist people to come and dine and enjoy it fresh, for gourmet burgers the biggest problem we have faced is that since the patties are not dry, the sauces are in good quality, there is a leakage issue while getting it delivered,” he said.
Real Estate and Operational Costs
Securing prime real estate in bustling urban centers or high-footfall areas is critical for the success of any food and beverage outlet. For gourmet burger brands, which aim to offer not just a meal but an experience, the location and ambience of the outlet are even more crucial. The high costs associated with leasing or buying such spaces, coupled with the significant investment in interiors and ambiance to create a premium dining experience, can be prohibitive, limiting rapid expansion.
Changing Consumer Behaviors
The Indian consumer is increasingly health-conscious and environmentally aware, influencing their dining choices. Gourmet burger brands must navigate these changing preferences by incorporating healthier, sustainable options without diluting their core value proposition. This often means investing in research and development to innovate recipes that are both appealing and align with the wellness trend, a process that can be time-consuming and resource-intensive.
To thrive, these brands must continue to innovate, not only in their culinary offerings but also their business models. Strategies such as localized sourcing to reduce supply chain costs, creative marketing to enhance brand visibility, and leveraging technology for better customer engagement can all play a pivotal role in overcoming scalability challenges. Moreover, adapting to the evolving consumer preferences for healthier and sustainable dining options can help these brands stay relevant and grow their customer base.
While the gourmet burger sector in India faces obstacles in expanding its footprint, the demand for quality and innovation presents a significant opportunity. By staying true to their core values of quality and culinary creativity, while strategically navigating the challenges of scalability and market competition, gourmet burger brands can carve out a successful niche in India's dynamic food landscape.
Dining etiquette has undergone significant changes throughout history, reflecting shifts in societal values, cultural norms, and technological advancements. What was once governed by formality and ritual has transitioned into a more inclusive, intuitive, mindful, and experiential driven shaped by global influences, guest awareness, and a renewed focus on wellness and sustainability. Almost every restaurant in India follows the dining etiquette. Let’s see how it has evolved over the years.
The Evolution
Dining today is more relaxed and global, emphasizing simplicity, fresh ingredients, and visual appeal. Globalization has significantly influenced dining etiquette, introducing new cuisines, utensils, and dining styles. Chef Johnson Ebenezer, Co-Founder of Farmlore highlighted that with the increased cultural exchange, people are more likely to encounter and adopt different customs, leading to a more diverse and dynamic dining landscape.
Today’s diners navigate sushi and Indian thalis with equal ease, reflecting a cultural fusion that brings flexibility, respect, and diversity to dining habits and etiquette.
Chef Amit Dash, Cluster Executive Chef, The Westin Gurgaon, New Delhi & The Westin Sohna Resort & Spa said, “At our properties, we celebrate this openness by curating menus and experiences that blend global sensibilities with local authenticity. Whether it’s an Asian tasting menu at EEST or a plant-forward Indian innovation at Sunset Story, the intent is always to offer more than a meal, an immersive, borderless culinary narrative. We embrace this global palate while staying rooted in local ingredients and stories, creating what I like to call “a cuisine of conversation.”
Refining Dining
The move toward formal dining took root in the post-colonial era, as fine dining became a symbol of refinement and status. In India, this shift was significantly influenced by European traditions, multi-course meals, wine pairings, and cutlery codes entered elite households and hotel dining rooms alike.
Expressing his views, Chef Nisarg Chavan, Executive Chef, Novotel & Ibis Chennai OMR said, “What we have seen is people prefer informal and formal dining both. But there is a rise of informal dining setup. As restaurants and hotels are evolving, various cuisines are being served by us because of which the table manners, cutlery, etiquette.”
Guests now prefer relaxed, more open settings with shared plates and easy-to-eat finger foods, reflecting a shift towards informality and connection.
“At The Westin Gurgaon and The Westin Sohna Resort & Spa, we embrace this tradition with a modern perspective, one that prioritises personalisation, ease, elegance, and personal comfort without losing the sophistication of formal service,” commented Dash.
Suranjit Sengupta, Corporate Director - F&B, Sarovar Hotels said, “Modern trends are driven by technology and health consciousness—petit chef projections and sustainable sourcing enhance the experience, while wellness-focused, personalized menus are increasingly in demand. Fusion cuisine is on the rise, and guests actively seek exotic ingredients like quinoa and avocado, often with an Indian twist.”
Sustainability and Ethical Dining
As consumers become more environmentally conscious, sustainability and ethics are playing a larger role in dining etiquette. Chef Johnson shared, “This includes eco-friendly practices wherein reducing food waste, using locally sourced ingredients, and choosing sustainable seafood options are important. Cultural Sensitivity where being respectful of cultural differences and traditions when dining. Social responsibilities were supporting fair trade practices and promoting social justice through food choices are on rise.”
Ethical dining is now mainstream, with guests expecting transparency on ingredient sourcing, carbon footprint, and health benefits.
“This aligns beautifully with Westin’s “Eat Well” pillar, which emphasizes nutritious, responsibly sourced meals. We champion seasonal produce, minimize food waste, and support local farms without compromising indulgence,” added Dash.
As we move forward, dining etiquette will continue to evolve. Some potential trends to focus are increased focus on sustainability, technology integration and cultural exchange.
Plant-forward dining is a culinary style that places plant-based ingredients at the heart of the meal. We have seen a huge shift in choices in both commercial and home kitchens where vegetables, grains, legumes, and plant-based proteins are taking center stage. It's no longer just about replacing meat but about celebrating the natural, diverse flavors that vegetables get along with them.
Around 30% of restaurants in India are focused on plant-forward dining. Due to the rising demand, 50% of the restaurants have vegan, keto and plant-based menu. The key characteristics of plant-forward dining include plant first, health-driven, focus on local ingredients or sustainability. The market is projected to reach USD 3.82 billion by 2033.
What’s the Fad
“The beauty of plant-forward dining is in its versatility. More than just a food movement, it’s becoming part of a larger lifestyle shift towards clean and mindful eating practices,” shared Chef Sarfaraz, Executive Chef, Tresind Mumbai.
Plant-forward dining goes beyond traditional vegetarianism by emphasizing the quality, creativity, and sustainability of plant-based ingredients:
• Mindfulness: It’s about thoughtfully sourcing and preparing seasonal, local, and organic ingredients to showcase natural flavors.
• Culinary Creativity: Chefs are innovating with techniques like fermentation, smoking, and molecular gastronomy to create plant-based dishes that rival traditional offerings in complexity and nutritional-appeal
• Inclusivity: Rather than excluding certain diets, plant-forward menus often provide a flexible approach, making them appealing to omnivores, vegetarians, and vegans alike.
“The approach is to showcase the colours, flavours, textures, and diversity of plant ingredients, showcasing them as the star of the plate rather than mere accompaniments,” mentioned Rohit Dadlani, Co-Founder of Pause.
What’s Challenging
Convincing people that plant-forward dining can be indulgent, flavorful, and satisfying can be a deterrent due to preconceived notions of "vegetarian" or "vegan" food being bland, boring, preachy or restrictive.
“High-quality, sustainably sourced plant-based ingredients can be a tad expensive or may not be universally available. In regions where meat is deeply embedded in culinary traditions, plant-forward dining may face slower acceptance,” added Dadlani.
Commenting on the same Chef Sarfaraz, pointed, “We've always pushed the boundaries of innovation while respecting the essence of flavors, and incorporating plant-based ingredients into our menus has been a journey of both discovery and challenge.”
He also added that the challenges are sourcing of produce, consistency in product, nutritionally balancing the menu.
Training is Essential
More detail-oriented workshops for chefs should be conducted for better understanding regarding the sourcing. Sustainability isn’t a trend — it’s a responsibility.
Chef Anshul Dhyani, Executive Chef, ITC Grand Central, Mumbai said, “I believe in working with the seasons and sourcing locally whenever possible. Not only does this reduce our environmental footprint, but it also results in fresher, more flavourful produce on the plate. Supporting local farmers and producers is important to me, and I enjoy building relationships with them. It brings transparency and traceability into the kitchen.”
Hence, we can say that the future of plant-forward dining is set for substantial growth, driven by shifting consumer tastes, increasing environmental awareness, and ongoing culinary innovation. Plant-forward dining is not just vegetarianism, but a thoughtful celebration of produce as the hero.
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