One of the most happening phenomena
in a youth’s life is fast food chains.
Yummy food and variety in the same is all they ask for. In this fast paced
life, a person desires tasty and pocket friendly food which fast food joints
offer. Unlike many Indians who still
carry their lunch along, others now prefer grabbing a bite at McDonald’s or
Subway. It satisfies their tummies and is tasty at the same time.
Western chains of fast food like Domino’s, KFC, McDonald’s when first entered the
Indian market, they had to compete with the spicy Indian street food and the
much adored home-cooked repasts. Adding more spices and a little tadka to the
traditional menus, creating more vegetarian options made these restaurants more accessible. The youth now prefers the new fast food chains than the old Udipi
restaurant because a burger tastes better than vada sambar.
While these fast food chains adapt to the Indian food chain, they face another obstacle - real estate which is difficult
to find in over-crowded Indian cities. While the international joints face this
hurdle, the fast food chain stalls in
the Indian cities settle themselves on the nooks and corners of the streets
giving us our favorite dishes that we resort to when we are short on cash and
when that’s the only thing our stomach hankers for.
The market of fast
food chains in India is competitive. Indians are food lovers. The chain of fast food in a way binds them together. A new fast food joint implies new savor and variety.
Apart from being foodies, status symbol also plays an eminent role. Teenagers might pick up Subway compared to a
local vada pau stall because eating a sub is cooler than eating a vada pau.
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