International Fast Food Chains Vs Traditional Indian Cafes, Who Reigns Supreme?

Seventeen years ago, my culinary mentor and professor, Dr P.S. Sandilya, assigned me a critical research topic comparing the fast-food MNCs that were mushrooming in India with traditional Indian fast-food cafes and restaurants. As a final-year hotel management student at the time, it was an enriching experience. Popular food MNCs like KFC, McDonald's, Dominos, and Pizza Hut were gaining traction in India. Despite enjoying the newfound craze for burgers and pizzas, I survived on traditional Indian breakfast foods like Idli, Dosa, Vada, Upma, and Pessarattu sold at packed tiffin centres in Hyderabad.

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Speed of Service

Fast food lives up to its name, with quick preparation times being a top priority for most fast-food chains. International fast-food outlets pride themselves on their speedy service, with burgers ready before they're even ordered and pizzas delivered promptly. Consistent quality and service standards across all chains make International fast food popular. Traditional Indian snacks like Pakodas, Bhajjis, Vada Pavs, Misal Pavs, Kulchas, Samosas, Kachoris, and tiffin items such as idli, dosas, and vadas are also quick to prepare and serve at various Indian cafes and joints. These places often serve many diners simultaneously, so the food must be ready quickly. In both fast-food chains and traditional Indian restaurants, quick food is guaranteed.

Consistency of Preparation

In terms of consistency, fast-food MNCs rely on uniform processes and training to provide a consistent experience. While uniform experiences are not guaranteed in traditional Indian food joints, with expertise and processes developed over the years, many tiffin centres offer their diners a quick and consistent dining experience. Dosas at Vidyarthi Bhawan, Mavali Tiffin Room, Central Tiffin Room, and Udupi Cafes almost always taste the same despite the products being prepared from scratch with fresh and non-processed ingredients.

Health and Sustainability

In fast food MNCs, the food is prepared in the base kitchens often at a central location or even flown in from different cities, thereby increasing the carbon footprint, and even considered unhealthy for the usage of fattening ingredients like cheese, oils, fats, mayonnaise, ketchup, and also involve much frying. Food at the Indian cafes is prepared in situ, and the menu is based on local food and ingredients, making them healthier and more sustainable.

Hygiene

Fast food MNCs around the world adhere to strict hygiene standards. They use refrigeration and air-tight packaging and equip their production staff with gloves and caps, as well as tongs and ladles to handle the food, to ensure that minimal hand contact is made with the food. Fast food MNCs also publicise their "contactless cooking" approach, which assures diners of hygienically prepared food, especially during and after the COVID-19 pandemic.

To ensure food safety and hygiene in Indian fast-food outlets, there is a need for better-defined processes and standards. While some family-run cafes prioritise hygiene, others may not have well-planned procedures, such as contactless cooking, gloves and caps for staff, and proper refrigeration. Additionally, the cooking equipment and kitchen setup may not be designed to ensure a hygienic environment. Although food is often cooked in front of customers and on high-flamed griddles, pans, and pots, fast food MNCs generally exceed Indian fast-food cafes and smaller traditional restaurants in terms of hygiene and food safety standards.

However, there are notable exceptions in the Indian food industry, such as Haldirams and Bikanerwalas. These traditional sweet and snack shops have expanded in size and implemented advanced processes to maintain the utmost hygiene and food safety. They offer food court-like setups where quality tasting food is dispensed from counters by well-groomed and hygienically attired staff, with order turnover times comparable to fast food MNCs. In this new era, these traditional Indian sweet shops are moving towards a neo-urban direction, where traditional Indian snacks and sweets meet international style and service standards, much like the fast food MNCs.

Cost

The cost of dining at Fast food MNCs varies per your order and type of establishment. To cater to different segments of spenders, you can find food items ranging from 50 rupees to 500 rupees or beyond. Traditional Indian food outlets are often more affordable due to locally sourced ingredients and lower marketing costs. For example, a dosa or plate of idli can cost as low as 50 rupees, and a cup of coffee or tea usually costs 10 to 20 rupees. Snacks like samosas, vadas, and fritters are also tasty and affordable. Thus, in terms of affordability and the sheer number of people they serve, the traditional Indian cafes and food joints are unbeatable. Traditional Indian cafes and food joints are cultural and culinary identities of their region and remain favourites and affordable despite gradually increasing prices.

Marketing

Fast Food MNCs have claimed the rightful top spot as the places for fun dining. Kids love eating a burger or a Pizza. Creative marketing and in-store activities, happy meals with gifts and toys for kids, sections for birthday celebrations, restaurant mascots, and music make the food MNCs a fun place for kids. And often, kids are the key decision makers when deciding the place to dine, which leads most young families to kids-friendly international fast-food chains, as per the demands and cravings of their offspring.

Delivery

Home deliveries and take-outs are areas where fast food MNCs excel compared to their traditional Indian counterparts. Pizza, burgers, sandwiches, tacos, and burritos can be quickly assembled, packed, and delivered while retaining heat and flavour. With pre-packaged sauce sachets, customised packaging materials, and well-trained staff, the delivery processes for international fast food are streamlined and efficient. In contrast, Indian dishes like dosa, idli, or chole bhature are often made to order and require individual packaging for accompaniments, making them less convenient for take-out. Furthermore, not all Indian food dishes are suitable for take-outs as they are best enjoyed crispy and hot on-site.

Ease of Dining and the Comfort Meal

International Fast food is convenient for people on the go or those who want a working lunch; however, the traditional Indian food items served at local cafes provide a nutritious and fulfilling meal. While it may take some time to sit and eat, these meals are often accompanied by a dish or a beverage, allowing for a satisfying experience. Enjoying one Idli, followed by a dosa and a hot cup of filter coffee, is a quick and comfortable breakfast course that is fast, delicious, and often leads to socialising with fellow diners. This experience aptly defines dining at traditional Indian cafes.

Fast Food MNCs Vs Traditional Indian Fast-Food Joints

Traditional Indian food outlets offer fresh, healthy, locally sourced regional food, while fast food MNCs provide consistent, fast, and easy-to-eat international food. Though international chains have spread to tier 2 and 3 cities, the Indian population still relies on the low-cost model of traditional cafes, snack shops, and tiffin centres. Not only is it cheaper and healthier, but it is also what the palate commands us to eat most days. International fast food is still aspirational; they might eat once a month, whereas a Kachori, samosa, idli, vada or dosa is eaten more often. The mass appeal of our traditional Indian cafes makes them so loved. And despite kids loving charming fast food, health-conscious parents usually offer it with a disclaimer. It is mostly considered a sin meal, a reward for some disciplinary achievement over time. Good grades will fetch us a large pizza or an ice cream sundae. However, such rewarding vibes were never attached to traditional Indian meals. As we grow up and become more conscious eaters, we realise the prudence of eating local at an affordable cost and celebrating the various flavours of regional cuisine.

In conclusion, one has to admit that India's culinary landscape provides ample productive space for international cuisines and brands to thrive. As the urban population grows, so is the demand for quick global food. And at that same time, the charm of eating locally ceases to disappear. Traditional Indian Cuisines, and the many local food joints serving the most delicious regional food, will always remain the pride of our culinary heritage.

Sidharth Bhan Gupta, Founder of 361 Degrees Hospitality, is a Hospitality / Food and Beverage / Restaurant Consultant, Travelling across India on a Cultural and Culinary Exploration.