City, a growing paradise for foodies

Though the advent of international food chains in the city began about 3 years ago, with more number of migrants coming to the city in search of employment or education, the chain of quick serve restaurants is on a vast expansion. Many such non-vegetarian and vegetarian restaurants with attractive offers are luring the local people at large.

Changing demography, increased appetite to try out international food, exposure to global media and cuisine has shot up the annual spending of each Indian middle class household on quick service restaurants (QSR) in smaller towns. The food business as earlier was growing much higher within the local cuisine and that of international ones.

With the bond the city’s people share with food shows in the amount one is ready to splurge for a cuisine apart from their own. Be it a gathering, night out or an event with friends and family, Pizza and fried Chicken along with ice cream are a must for the menu table. The increase in number of customers to these restaurants was an encouragement to many such restaurants to open in the city.

Famous snack houses like Dominos, Subway, KFC and Pizza Hut have already opened up a couple of outlets in the city. Nation -wide food chains also took cue from the marketing strategy of successful quick serve restaurants and are now on an expansion spree. City houses a few of them like Lunch Box, Pizza Corner, Beijing Bites, Cream Stone, Ice Berg, Baskin Robins, Mist and Creams etc.

After capturing a major part of the market in metropolitans, these food chains are gradually spreading to tier 2 and tier 3 cities where the consumers are ready to spend on food of international cuisines. Migration among the north Indians to pursue education in the city or to work at salons, malls and other corporate venues made it an opportunity for the franchises to set up with more number of outlets.

Manager of a famous pizza chain on condition of anonymity said, “Expansion is possible only when there is demand. Home delivery and exclusive timely offers on minimum bill have added to the demand. Fresh food with great taste is the simple secret that keeps the consumers in touch. In future, the restaurants will also look into expanding towards the outskirts for easy reach.”

With frequent visits of international delegates and tourists to the capital city, the need for such restaurants is evident in the region. On the bright side the city gets to experience international cuisines and for it they are also ready to spend a few extra bucks just for the experience.