As a personal participant in
this change, you’re no doubt aware that fast food is becoming the new norm in
fast-paced India. No time to cook? No problem. Truly a global marketplace,
you’re welcoming international chains with open arms. You, and the rest of the
young, upwardly mobile population. Chances are, you’ve watched firsthand how
the landscape has transformed so dramatically over the last few years, with the
advent of many more choices: Taco Bell, Krispy Kreme, Burger King, McDonalds, Dominos Pizza and Pizza Hut. All are now fresh new lunch and dinner ideas to satisfy your
craving. At first these fast food chains might conjure up an American city, but
no, India has been tapped as the next growth market. And it makes sense: with
spending power increasing, and more people, particularly women, entering the
workforce, fast food is a welcome solution. Plus, with increased exposure to
international cuisine through media and travel, the palate for new tastes has
become more versatile.
The Younger Generation Is Driving Change
India is the envy of many—it
has a young age profile (about 65 percent of the population is under 35), and
many more people are eating out. With the burgeoning middle class, people are
demanding more variety and quality: global influences are changing the choices
people make in what they wear, the music they listen to, as well as the food
they eat. No doubt, you have anecdotal stories that show the evolution. In
fact, new tastes are all the rage in India! The younger generation,
experimental in nature and new to consumerism, are trying new things. Chain
restaurants are expected to grow from $2.5 billion in 2013 to $8 billion in
2020, driven by the growth of quick-service, or fast-food restaurants, says a
New York Times blog on the growing appetite for American fast food in India. To
give color to this figure and its importance, the fastest growing market for
Dominos Pizza is India.
Not surprisingly, nearly 40
percent of the people eating out are young adults, says Mr, Jatia, recognized
by Forbes Magazine as a fast-food tycoon. Young professionals living and
working in urban India are very much like their compatriots in other parts of
the world, who don’t have time to cook, or no desire to cook. In the past, fast
food restaurants in India were used for special occasions and celebrations, but
now they’re becoming part of the fabric of everyday life. The transition hasn’t
been subtle, and some of the older style restaurants have taken note. The older
traditions do continue, yet the newer generation is enjoying fast food far more
often than their parents, and young professionals have the disposable income to
enjoy a pizza delivered from Dominos.
The Merging of Old Flavors With New Service
These days, in many food
courts, you can sit next to people noshing on traditional Indian dishes, such
as seekh kebabs, dosas and biryani, according to CNN. Yet, there's
something for everybody — at many tables three generations are sitting down
together. Consumers can enjoy some of their city’s most famous restaurants—some
of them a century old—transformed by the uniforms and chrome kitchens that are
the signature of fast food. Traditional restaurants are taking a page from the
fast food restaurants. Conversely, many of the fast food chains have redesigned
their menus to meet the needs of the Indian palate. The pizzas are in a wide range
of traditional Indian ingredients and spices, such as the Dominos Keema Do
Pyazza pizza with onions, spicy minced goat meat and jalapenos.
Order Online And Save Time
If your mouth is watering you
can now instantly order online and have that pizza delivered! Welcome to the
future of Indian fast food. Online food delivery service is a growing industry
in India. And while you’re online, do a search for
coupon codes for Dominos Pizza and save some
money. Not surprisingly, the younger generation that is flocking to the fast
food chains is also liking them on Facebook, to the tune of 6.1m likes! So now
you can “like” your favorite fast food chain, and order online. Rather than
just phoning in an order, the online menus are gastronomic visual delights that
display all of the selections, from main course to dessert. A recent Dominos
quiz asked: Which is your favourite crust? A. Cheese Burst, B. Fresh Pan, C.
Classic Hand Tossed or D. Wheat Thin. Cheese Burst was the early winner. Other
commenters liked the BOGOs and the savory desserts, such as the choco lava cake
and the butterscotch mousse cake.
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