The demand for theme-based restaurants in India has been growing in recent years. This is due to a number of factors, including the increasing disposable income of the middle class, the growth of the tourism industry, and the desire for unique and immersive dining experiences.

Many theme-based restaurants in India have been able to tap into the country's rich cultural heritage, by creating concepts and designs inspired by traditional Indian architecture, art, and folklore. This has helped to create a sense of nostalgia and cultural pride among customers. Additionally, many theme-based restaurants in India have been able to create a sense of exclusivity and luxury, by offering high-end dining experiences in opulent settings.

“Themed restaurants have become popular. Consumers today are drawn to restaurants, not just for the good food but the overall experience of dining. From Menus to the interiors to the presentation of food are based on the themes incorporated for dining, service style, and style of food. Pop culture themes are growing widely across as they are catered to attract customers. Restaurateurs are leveraging the trend of theme to provide unique dining experiences to customers. Young Millenials and Gen z are more attracted to theme-based restaurants as a preferred hangout place with excellent ambiance,” Chaitanya Durve Executive, director of British Brewing Company shared.

The theme-based restaurants are also becoming more popular as people are looking for unique experiences to post on social media. This has led to the emergence of many new and innovative concepts, such as underwater-themed restaurants, space-themed restaurants, and many more.

Shows better performance

Theme-based restaurants often perform better because they provide a unique and immersive dining experience for customers. The theme can create a sense of atmosphere and ambiance that sets the restaurant apart from others in the area. Additionally, a well-executed theme can help to generate buzz and attract customers through word-of-mouth marketing. Customers enjoy unique experiences and also the theme allows restaurant to serve unique and creative menu items which is a added advantage. 

“Theme-based restaurants frequently have a clear and distinct brand identity, making them more memorable to customers and easier to market to potential new customers. Themed restaurants offer a one-of-a-kind and memorable experience, which can help them stand out in a crowded market and attract repeat customers,” Saiprakash singh, owner of Bati Choka restaurant chain commented who have a strong presence in UP.

Driven by eating out culture

For various reasons, India has a robust restaurant culture. The wide variety of regional cuisines in the country is a major contributor. Throughout the years, India has created a plethora of distinct regional cuisines, contributing to the country's thriving culinary culture. India's burgeoning restaurant scene can thank this shift in attitude toward eating out.

The rising purchasing power of the middle class is contributing to the popularity of eating out in India. Increased disposable income among the Indian population has led to a rise in the demand for eateries. Because of this, there are now more eating establishments available to individuals all around the country.

In addition, the Indian people are getting more and more exposure to international cuisine and fashion. For this reason, the demand for experiential eating is constantly on the rise as consumers seek out novel and exciting ways to enjoy their meals. Some examples of these are themed eateries, high-end eating, temporary locations, and pop-up restaurants.

A profitable bet

Owning a theme-based restaurant in India can be a profitable business, but it also depends on a number of factors such as the location, concept, competition, and operational efficiency. The following are some of the key business metrics that can be used to measure the performance and profitability of a theme-based restaurant in India:

Revenue: This is the main metric for any business and for a restaurant, it's the total amount of money generated through food, beverage and other sales.

Occupancy Rate: This measures the percentage of tables or seats that are occupied during a given period of time. A high occupancy rate is a good indicator of strong demand for the restaurant.

Average Check: This measures the average amount of money spent per customer. It is an indicator of the restaurant's pricing strategy and overall value proposition.

Gross profit margin: This measures the profit made after deducting the cost of goods sold (COGS) from the revenue. A higher gross profit margin means that a business is able to generate more profit from each dollar of sales.

Customer retention: This measures the number of repeat customers and can be used to gauge the level of customer satisfaction and loyalty.

Net profit margin: This measures the profit made after deducting all expenses including COGS, Operating expenses and taxes.

“Interestingly, when I first joined f&b business, I thought food and only food will be the gamechanger, while my offerings were good, I paid little or no attention to ambience, any particular theme etc. Unfortunately I had to shut down my business. But then someone suggested me to work around a theme that no one is offering and create a brand story that would sell, thus came into existence our present f&b venture, Lights Camera Action. We have been in positive numbers since third month of its opening, and I can profoundly comment that working around a particular theme helped me a lot,” the owner of Delhi based restaurant Lights Camera Action commented. 

Promising Future

It is crucial for a restaurant owner to consider more than just these measures when evaluating the success of their business. In addition, there may be initial costs associated with opening a themed restaurant in India, especially if an immersive and original concept is to be implemented. It's a competitive market out there, but if you can set yourself apart by providing something truly special, you may find that your efforts pay off in the long run.

“Consumer today wants more than food when they visit a restaurant. They want an experience. Theme-based restaurants are breaking boundaries across cities to adapt different concepts and have been paving the way for further growth and development. Food and good ambience have been the reason for the rise in the businesses of various restaurants,” Durve added.

Overall, the future of theme-based restaurants in India looks promising, with increasing demand driven by rising disposable income, a desire for unique and immersive dining experiences, and the growth of social media. However, as with any business, it's important for an owner to have a clear and well-executed plan, and to stay attuned to the changing market conditions.