The AHAR conference at FHW 2016 Mumbai highlighted the changing F&B trends and strategies for restaurateurs to pave way for their businesses through menus By Mohit Rathod
To meet the changing demands of the new age customer while keeping pace with the food and beverage trends, has become essential for hotels and restaurants to survive and succeed. Indian Hotel And Restaurant Association (AHAR) focused on the topic, “Emerging food and beverage trends – menu in the present day restaurant business”, at its special conference held at Food Hospitality World (FHW) 2016, Mumbai exhibition. Professor Pushparaj Shetty, ex-faculty, Institute of Hotel Management and Catering Technology, Mumbai, addressed a number of restaurateurs and hoteliers at the event, while sharing his thoughts on the subject. He also assisted the restaurateurs through his suggestions and by answering their questions. The arrival of various international cuisines is attributed to the liberalisation, privatisation and globalisation (LPG) policy of 1991, which allowed penetration of MNCs into India on a large scale, exposing India to numerous F&B trends of the West.
Speaking on the same, Shetty opined, “Our knowledge of food was very basic until 80s. We had never experienced the finer aspects of food, unlike the West. Noodles had not come to India until late 70s, but today they are almost Indian. It was only after the LPG policy, that we started knowing about foreign cuisines. Arrival of leading food chains such as McDonald’s had a massive impact on Indians’ eating habits. The new generation finds their menus more attractive. Today, information technology is booming and we have a variety of new options in front of us. This exposure has broadened our mentality and we are now accepting new cuisines. Our lifestyle has changed in a big way. Food has now become an identity for us; people are identified by their food preferences.”
It has become mandatory for restaurants to adapt to these trends for their survival in the F&B space. Shetty suggested Indian restaurateurs several important guidelines for their businesses. He stressed on location of the restaurant and value and pricing as important factors behind designing the menu. He expressed, “The catchment area is very important; one should keep the location in mind and understand what will sell. Customers are now more aware, they seek value in a restaurant. Restaurateurs must be able to provide value to their customers by providing quality food for which the customer pays. The most effective way to ensure quality is to use fresh basic ingredients. The prices should be relevant to the offerings.”
Special importance was given to simplicity of the menu. Shetty said that restaurants often try to include as much as they can in their menus, which doesn’t provide a scope for speciality. Restaurants should keep their menus simple and focus on one speciality and have at least one signature dish, which will create an identity. Menu is considered the blueprint of a restaurant. Shetty warned that restaurateurs must not imitate their competitors’ menu.
One of the newest trends is food fusion. A number of restaurants have started selling fusion dishes, which is often well accepted by today’s customers. However, the trend has resulted in fusions that don’t match well. Highlighting this concern, Shetty said, “Baseless fusion should be strictly avoided. Fusion of two unmatchable dishes only degrade them. Restaurateurs must stick to one cuisine. However, Anglo-Indian food is evolving these days and can be considered in menus.”
In his closing note, Shetty said, “Above all of these important points, one should be passionate in serving customers. The F&B industry is a difficult one. It’s crucial to win customers by good service, quality food and realistic pricing. It is important to have your key areas defined.”