Magazine : 
The Web Of International Food Joints In India
Bangalore: Changing lifestyles with induced western culture gave space for varied food preferences. This contributes to the ever booming food industry of India. Though India has been repulsive to foreign business, it has always welcomed the international fast food joints with open arms. Interesting locations and themes, unique formats, menus which are innovative and formulated price according to the people’s pocket, are influencing high consumption. Competitions within the eatery market are growing, and international eatery joints are topping the competitors. The food industry, especially the international sector is on the peak with the introduction of America’s favourite coffee Chain Starbucks in Indian market.
With, Mc Donald’s, KFC, Subway, Pizza Hut, Dominos, Dunkin’ Donut, Costa Coffee, Taco Bell and Nandos are expanding their business or opening new branches all over India and Indians, consisting of younger generation; these outlets are strongly getting their hold on them as their major customers. According to Amit Jatia, vice chairman at Hardcastle Restaurants, said in an article in Business Standard; that India has one of the youngest populations in the world, with nearly 65 percent of the population under 35 years of age.More young professionals are eating fast food in urban India. In Mumbai nearly 40 percent of the people eating out are young adults. Now it’s not only the young brigade which is looked after but the middle aged and the older ones are turning towards these joints too, as a result of experimentation and the vast range they offer.
As said by restaurateurs, “Patrons don’t eat what you serve. You serve them what they want to eat.” The international food market has to do a lot of research work to make a hold in the Indian market, as they have hard time pleasing the taste buds. The taste preference and the love for fresh, spicy and funky eating habits of Indians vary and tend to give a run for their money to the eatery joints. The revision of the menu and the price is done accordingly; otherwise the shop is close to its closure.
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