When it Rains!

Along with the much awaited relief from the scorching summer heat, monsoon also brings an appetitive environment for hot, spicy and delicious food. Realising this demand during this time of the year, restaurants have started offering special delicacies at discounted rates.    

Food offered

The restaurants are offering everything from chatpata Indian tadka to Thai, Chinese, Japanese and other international cuisines. The Claridges, New Delhi is offering special cutting chai along with lip-smacking street foods like chana jor garam, vada pao, mirchi bhajjiya and more. Mamagoto, the Pan-Asian restaurant has added Mamabun sandwiches in their menu to promote the monsoon dishes. At the same time chai rusk combo, pakodas and cutlets are being offered at Cafe Delhi Heights for the rainy season.

Not only this, Foodhall is also celebrating the monsoon bonanza till July 31^st at their outlets and are offering cocktail dishes like Thai Vada Pav, Olive and Cheese Samosas etc. Khandani Rajdhani, the flagship brand of Mirah Hospitality is presenting dishes from around the areas of Rajasthan and Gujarat during the season.

Reason for such activities

With eating out becoming a trend and people celebrating each season as festival, restaurants are introducing a wide variety of dishes and specialised menu to attract customers.

Commenting on the same, Hary, Restaurant Manager, Cafe Delhi Heights, says, “Introducing seasonal menu and revising the menu time to time help delivering fresh cuisine by giving a chance to the customers to taste new.”

At the same time, restaurants have started organising food test by promoting their menus. For example, Sattviko, GK II has partnered with media agencies to promote such deals.

Power boosters

Monsoon offerings have always attracted customers at the restaurants by giving them a huge profit by earning up to few lakhs within a week from this special menu. Restaurant like Sattviko and Cafe Delhi Heights have gained 50-70 percent growth due to the special seasonal menus they offer during the pick monsoon season. They also say that customers are more attracted towards crunchy and sizzling foods during the rainy season. Cafe Delhi Heights is running a multi-cuisine menu till August 2014 to gain more customers during the season at it was a hit during the last season.

Not only this, the fine dine restaurant chains like Khandani Rajdhani and Pebbles, who always promote such deals have used this as a business trick and are also offering monsoon special menu during the season.

Nityanand Shetty, Director, Pebbles, says, “We are offering monsoon special menu to add a new flavour to rainy season breaking the monotony. At the same time we get a 5-10 percent of upsurge by delivering this type of menus to the customer adding on to the revenue.”

Promotional tricks

Restaurants like Khandani Rajdhani, Pebbles and Senses are using print and online media as a major vehicle to promote the monsoon deal to the customer. Whereas, food outlets like cafe Delhi Heights and Sattviko are distributing leaflets, pamphlets and brochures and have also partnered with newspapers to distribute their leaflets with them.

So, we can say that Indians today do not need a reason to eat at a restaurant, what they need to is a great deal if that is flows in a restaurant and a lip-smacking menu that suits their palate.