In Hyderabad, experiential dining is expanding quickly. More and more individuals are choosing to eat at themed restaurants, brunches and distinctive dining establishments. Themed dining is dominating people’s weekends and thoughts due to the influence of social media, which tempts people to step outside of their comfort zone for an unforgettable night out!
Research indicates that contemporary restaurants are making a lot of money by focusing on offering distinctive and interesting experiences that go beyond dining. A restaurant that has embraced a certain style and infused it into its menu, design, decor and cuisine is known as a theme-based restaurant. A theme-based restaurant operates around a theme, unlike regular eateries. For instance, Greek architecture will be incorporated into the infrastructure of a restaurant that serves Greek food. The goal of themed cafés is to immerse patrons in an immersive experience that will leave a lasting impact, going beyond the traditional idea of simply serving food. The ambience of a restaurant is taken into account in themed cafés, which feature eye-catching décor, recognisable accessories and thematic designs.
In this week’s FYI, let’s explore the fascinating realm of experience dining and discover why it’s so well-liked. With contributions from significant figures and industry professionals, we will learn more about this expanding trend!
Experienced dining restaurants frequently focus on a single idea as their major draw. The older population is also eager to try out these once-in-a-lifetime dining events, even if the younger, more adventurous group is more drawn to exciting and unique experiences. These eateries fall under the category of full-service eateries, which offer a three-course meal while dining there. An overview of a report released by Mordor Intelligence indicates that the size of the India full-service restaurant market is projected to be 34.03 billion USD in 2024 and increase at a compound annual growth rate (CAGR) of 11.67% to reach 59.09 billion USD by 2029. Dining experiences with a special theme have drawn interest from individuals looking for more than just a meal. For nearly twenty years, Vijay Kumar, Director of Food & Beverage at Taj Krishna Hyderabad and a well-known hotelier from Hyd as well, has worked in the food and beverage sector. He tells us that people in Hyd are willing to try new foods, stating that people there are constantly on the lookout for interesting new developments. “Whether it’s serving up regional cuisine, foreign cuisine, or fusion food done with a unique spin,” he continues, “Especially after lockdown, spending months indoors, people are looking forward to trying out new restaurants, cafes and outdoor experiences.”
Owning a few experiential eating establishments in Hyderabad, such as Tansen, which combines modern and Mughal elements, Ohri’s Group Owner Amar Ohri discusses the value of theming with us, saying that it “helps create memories, transport customers to a whole different world and enhances the dining experience. We have always held the belief that food, hospitality and ambience all combine to produce a really remarkable and unforgettable dining experience.” The restaurant takes its cues from the great musician Tansen, whose outstanding works and inventive energy have immortalised a time and made a lasting impression on Indian classical music. “A further layer of make-believe is added by thematic narrative to improve the visitor experience. You enjoy the cuisine, the service and the setting. The deeper the eating theatre, the more genuine the ambience approach.”
“By immersing diners in a creatively crafted environment, incorporating specific themes, we provide an opportunity to escape routine,” says Sadgun Patha, Managing Director, Platform 65, who founded the train-themed restaurant in Hyderabad. “Entering a world of atmosphere and design not only improves the eating experience but also leaves a lasting impression.” He continues, “The trend particularly appeals to young people in Hyd who are eager to explore engaging culinary adventures, offering customers a chance to enjoy memorable dining experiences beyond traditional restaurants. We want to create an immersive experience for our visitors by keeping our theme consistent across the restaurant—including in the music, uniforms and general ambiance.” He claims that festivals are the busiest times of year for the train-themed eatery. “Festivals bring families together, often leading to an increase in dining out as people seek memorable culinary experiences in a festive atmosphere.”
At 160 feet, Cloud Dining, a franchise of adventure-themed restaurants, serves a full meal. “It aims to provide a unique and thrilling dining experience by combining exquisite cuisine with the excitement of dining at a significant height,” says Pankaj Dhingra, Managing Director, in a quick chat with us about their concept. “This idea is to offer a unique viewpoint that distinguishes it from traditional eating experiences while also fostering special encounters.” The managing director also claims that their research, which is based on restaurants, shows that there is an increasing demand for experience dining—repeat customers make up 22% of their clientele.
A restaurant with a Goan theme called Fisherman’s Wharf specialises in bringing a Goan feel to Hyderabad. A representative for the restaurant chain named Veleni Pereira talks with us about their philosophy of experience-driven eating, saying, “Experiences are what make a meal truly special, even though good food can be found anywhere. No matter what place they are, we want to take them to the energetic beaches of Goa.”
Local themed restaurants are becoming as popular as more opulent and upscale dining establishments. Despite their differences, each restaurant offers a distinctive dining experience. The diverse population in urban areas has a wide range of alternatives. We hear from Vijay Kumar, regarding Hyderabad’s culinary scene. “I think Hyderabad is the ideal market for fine dining establishments as well as neighbourhood eateries. There are people in the city who enjoy eating specialty foods, including kebabs, maras, mandi and one-pot biryanis. Conversely, some guests have sophisticated tastes and are seeking a high-end experience; they will pay for a premium meal that lives up to their expectations.”
The cuisine and ambience work together to highlight a certain theme, giving the whole experience a wow effect. Planning, organising and considering what will appeal to the diners are necessary for this. We also spoke with Shiv Nirula, Managing Director of Kriaan Enterprises, an interior designer known for creating such experiential dining restos across the city, to find out more about the process of designing a themed restaurant. Setting the tone for a new themed restaurant, in his opinion, begins with delving deeply into the cultural, historical, mythological, or imaginative aspects of the topic. Next, choosing the colour palette and décor requires careful consideration of both the theme’s thematic authenticity and visual appeal. “By focusing on the narrative and ensuring each element individually and wholly contributes to the story, we set a solid foundation for the restaurant’s tone,” the innovation and project consultant explains the technique. “The procedure entails client cooperation, mood boards, material selection and theme analysis.” In addition, he states, “Creating the desired vibe involves blending visual, auditory and sensory elements such as lighting, sound design, texture of the material and spatial layout.” He claims that when every sense is in balance, one can have an immersive experience.
Experiential dining is a unique concept, but it also faces a number of difficulties. It can be challenging to engage repeat customers and stay relevant in an ever-changing environment. The industry is very competitive because it is highly fragmented rather than consolidated.
Arpan Kakde, Director of Food and Beverage at The Westin Pune Koregaon Park, discusses some of these difficulties with us. “While the trend of combining food with fun through unique ambiances has many benefits, it does come with its challenges and potential drawbacks,” he adds. “One significant criticism is that, while theme and setting are important aspects of any eating experience, they can occasionally take precedence over the caliber of the food and service.” “Themed dining experiences can feel gimmicky at times if they are not executed with authenticity and attention to detail,” he continues. “Today’s guests are perceptive and can see the difference between a forced or flimsy theme and one that has been carefully considered.”
Hyderabad has seen the emergence of a few distinctive themed eateries in recent years. To pique people’s curiosity from the moment they come in, each one has been artistically designed. Still, there are a handful of eateries in Hyderabad that are just must-go-tos.
One of the oldest and most well-known themed restaurants in the city is Ohri’s Gufaa. The restaurant’s interior decor, with its rough walls and dim lighting, is evocative of cave interiors and the stone age.
Sahib Sindh Sultan, or Journey 1853, is the name of the eatery. You’re transported back to 1853. At the rail-themed restaurant Journey 1853, you may enjoy a distinctive dining experience in a restored pre-independence train coach.
A team of blue and white robots staffs the Robo Kitchen, ready to serve patrons at the push of a button. To make an order, a patron simply needs to utilise the electronic device provided by the restaurant and automated food delivery robots will take care of the rest.
Beach House is a restaurant with an exciting beach motif that Hyderabad’s beach enthusiasts can’t wait to dine at. This beach-themed restaurant is worth checking out if you’re in Hyderabad, enjoy the beach, or are looking for something different to eat.
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THEMED BRUNCHES
While it used to be customary to unwind on Sundays, having brunch with loved ones is becoming more and more popular. Sunday brunch events provide a spike in visitation for many hotels. Speaking with us about themed Sunday brunches is Robin Sahay, Manager of Food and Beverages at the Sheraton Hyderabad Hotel. He says, “These brunches are thoughtfully curated to provide both culinary delight and entertainment for guests of all ages. The diversity and inventiveness are highlighted by themes such as Grand Summer Brunch, Tropical Brunch and Surf & Turf.” He adds, “Intense activities like cupcake-making offer entertaining and participatory fun, guaranteeing that younger guests are equally delighted, while “Sip and Paint” allows adults to relax and unleash their creative side.”
