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Desi food for DINKS
As special as the Lakhnawi tehzeeb, is now the ?Lakhnawi taste?. And, Lucknow?s taking the ?quick food? way as well. The range is dynamic as well. From the dhabas on the highways to the vendors on the city streets and the big food chains!
Lucknowites want a quick bite, particularly working couples, but they don’t want junk food. The latest option—is home-like food in quick-service mode. You eat out, and eat out well.
As special as the Lakhnawi tehzeeb, is now the ‘Lakhnawi taste’. And, Lucknow’s taking the ‘quick food’ way as well. The range is dynamic as well. From the dhabas on the highways to the vendors on the city streets and the big food chains!
The latest star on the city food circuit, arriving with a unique flavour, this Thursday was ‘Pulse’— targeting the DINKS (double income, no kids). “Though, we cater to all age-groups, our USP is north Indian food served in a quick-service format. When husband and wife are both working and want to have home-like food, our joint is the best place to visit. Indian combos — dal rice, rajma chawal — are the best pick,” says Neeraj Jain, CEO Pulse Food India Pvt Ltd.
After launching it at the food court at Sahara Ganj, they are now, looking forward to opening joints at petrol pumps, high streets and in office areas.
According to data by KSA Technopak, in India roughly, Rs 35,000 crore is spent annually on eating out in the organised sector. Of this, about 10 per cent is from the quick-service restaurants which are growing at the rate of 40 per cent.
McDonalds, before opening its first outlet in India, in 1996, took six years to develop a menu to cater to the Indian tastebuds.
“Everyone wants things quick, hygienic, tasty and in a good environment.
Though, we serve fast food but it is very customised and localised. Like the chutney inside McGrill, aloo-tikki as filling, the grub at McPuff suits the Indian tastebuds and are a fast pick. The ‘shahi paneer curry pan wraps’ offer authentic Indian taste,” says Sanjeev Mithal, Director (Operations & Training), McDonalds.
The convenience extension at food court at the mall was also to provide everything upfront so that no time is wasted. A separate dessert counter has also become a big success, said Sanjeev.
The food court coming up at Wave East End Mall in July-end will have a separate section for Indianised quick food. “Like the Transit Mall in Bangalore, we will have a food court ‘Traffic’. The multi-cuisine will be managed by common service under a roof and will be on a management contract under our supervision with separate corners,” says Dheeraj Sharma Manager (Operations), Wave.
Nirulas at Sahanajaf Road has also added Indian spices to its fares. They are now serving desi taste as pizza topping. “This will suit the Indian tastes and the spices and toppings like paneer tikka and chikan tikka are good experiments,” said an official.
Setting up its 12th joint in the city, Pulse focuses on customers who want to have a quick bit but not burgers and pizza. “Junk food can’t compliment combos like dal tadka, channa masala, jeera allo, raita and tandoori roti. Our experience says customers are regular visitors who come to us for regular combo meals. It’s like ‘ghar ka khana’ at an affordable price,” says Jain.
