In the last few years, food pairing with drinks is one of the most common things to be seen in many restaurants in India. They serve the food with the specific drink which can be a cocktail or any alcoholic beverages in front of consumers. For example, for spicy and sweet dishes, the most preferred option will be citrus cocktail, salty or tangy dishes go well with beer or soda, pairing wine with steak, vodka with fish, gin with seafood, whiskey with Barbeque dishes and the list goes on and on. The food and drink pairings can be customized as per consumer preferences.
One way to boost revenue and enhance customer service is to emphasize suggested or actual meal and drink pairings on your menu. Food and beverage pairings do add refinement to your menu, but it's also vital to remember that there is menu tactics meant to draw attention to the offers and increase revenue.
In addition, it's among the greatest ways to bring out and balance the textures and flavors of your food, creating a remarkable dining experience. So, what are the odds? If people have a good time in a restaurant, they will probably return for more. This now guarantees prospective regular consumers.
Specially curated pairings
Spokesperson from Yauatcha, Bangalore focused on the dining experience said, “The approach to food and drink pairing is centered on elevating the overall dining experience. Whether it’s a signature cocktail or a fine tea, our carefully curated pairings are designed to enhance the flavors of our dishes. It allows our guests to enjoy a seamless combination and taste the best of flavours with a pair of drinks together. These pairings are thoughtfully crafted to ensure a unique experience boosting the overall dining value."
“Megumi offers a unique dining experience that celebrates the vibrant flavors of Indian and Japanese cultures through our signature cocktail program. Each cocktail is meticulously crafted to blend traditional ingredients and techniques, creating harmonious pairings with our seasonal menu. For example, a cocktail infused with cardamom and ginger can enhance the spices in a tandoori salmon dish, while a refreshing sake-based drink complements the delicate flavors of sushi infused with Indian spices. Our seasonal menus showcase fresh, innovative dishes that evolve with the changing ingredients and culinary trends. This dynamic approach allows for exciting new pairings that elevate your dining experience. At Megumi, we believe that food and drink should enhance one another, creating a celebration of culinary artistry and cultural richness,” elaborated Rajit Shetty, Managing Director, Ramee Hospitality who added that whether you’re enjoying a vibrant cocktail with a flavorful appetizer, or a delicate dessert paired with a refreshing drink, every visit promises delightful moments that highlight the best of both worlds.
Innovations in this segment
Speaking on innovations, Tamal Ghosh, General Manager, Yauatcha, Bangalore said, "We constantly push the envelope when it comes to pairing innovations. For example, we’ve introduced refreshing cocktails like the Lychee martini with our set menus to elevate the dining experience. Our pairings are not limited to alcohol—new age options include zero-proof cocktails with intricate fruit blends. Tea and coffee pairings are also gaining popularity, as we believe these can offer a truly unique and refined experience."
Expressing his views, Sumitt Wahal, COO, one8 Commune, True Palate Hospitality Pvt. Ltd said, “The innovation within this space is truly exhilarating. In our recent collaborations in Bangalore, under our “Commune Collective” IP, we curated a menu that was thoughtfully paired with a selection of cocktails crafted in partnership with our liquor collaborators. This approach not only enhances the authenticity of our offerings but also elevates the overall flavour experience. For instance, the smoky, citrus notes of our tequila cocktails perfectly complement the bold flavours of our tacos, creating a dynamic and harmonious experience for our guests.”
“These curated pairings not only appeal to adventurous palates but also showcase the artistry behind each dish and drink who later highlighted that the trend of food and drink pairing is here to stay. It’s more than a fad—it’s a way to bring out the best in both the dish and the drink. Continuous innovation, such as our tea and coffee pairings, ensures that we remain at the forefront of this movement. As our guests’ tastes evolve, we are committed to offering new experiences that will keep them excited about the possibilities,” he added.
Discussing on the trend, Tanya Quadros, Founder & Owner, Banquet18, Bangalore said, “The trend of pairing food with beverages has gained significant traction, especially within the context of modern Indian cuisine. Traditionally, Indian dining was more focused on the food itself, but now we’re seeing an exciting evolution where drinks are thoughtfully selected to enhance the entire culinary experience. This fusion of traditional flavors with contemporary techniques invites diners to explore unique combinations that surprise and delight. It’s no longer just about what to drink with a meal; it’s about creating a cohesive narrative that brings out the best in both food and beverage who added that this trend also caters to diverse palates, making it an ideal choice for multicultural gatherings where guests can appreciate a wide range of flavors and textures.”
Abheet Singh Bagga, Marketing Head, Mirah Hospitality said, ‘’In Hitchki, innovation is at the core of everything we do. We blend Indian flavours with global culinary influences and craft a distinctive offering that resonates with our brand’s identity. From Bollywood-themed cocktails to inventive fusion pairings, we continuously experiment to create experiences that not only engage but also captivate our guests. In an already crowded market, these innovations allow us to stand out and stay ahead of trends, all while remaining attuned to the evolving preferences of our audience. It’s about pushing boundaries and delivering unique, memorable experiences that keep customers coming back.” He further added that, “As consumer preferences evolve, people are increasingly seeking curated, immersive dining experiences. Thoughtfully executed food and drink pairings provide exactly that—something memorable that goes beyond the ordinary. When done right, they create lasting impressions and give customers a reason to return. It’s not just a fleeting trend; it’s a strategy that enhances guest satisfaction and loyalty over time.”
“When you consider specific pairings, the possibilities are truly exciting. For instance, the zesty Pinot Grigio beautifully complements the tangy Goan Fish Curry, balancing the dish’s spice with its fruity notes. Tandoori Prawns shine alongside a Chenin Blanc, enhancing their smoky profile. For vegetarian options, the herbal character of Sauvignon Blanc pairs perfectly with Palak Paneer, while the light tannins of Pinot Noir harmonize with the creamy Dal Makhani. These pairings elevate the dining experience, creating a delightful symphony of flavors that truly celebrates modern Indian cuisine,” he added.
Marketing strategy
From a business perspective, this approach has effectively driven increased footfall. Guests are particularly attracted to themed nights and special pairing events that allow them to explore dishes alongside beverages they might not typically choose. Personalisation plays a crucial role in this strategy. It is needed to continuously customise our offerings based on guest feedback, ensuring that our pairings resonate with consumer preferences. This includes providing low-ABV drinks and incorporating non-alcoholic options that complement our culinary creations.
Challenges faced
There are challenges in every work we do. So, the most common challenges are meeting the unique preferences of our guests, but we embrace it. For instance, receiving requests for sake or baijiu-driven pairings, which push the boundaries of traditional pairing philosophy. While it can be challenging, we believe that these customisations help in enhancing the dining experience and allow us to offer something truly personalised. The goal is always to ensure that the pairings delight and surprise, while pushing the boundaries of what’s possible in the culinary world. Even though, with all these issues, the trend is here to stay, and consumer like to try innovative items as per their likings. There is a demand for this, and it increases the footfall and profitability of the restaurants.
Transformation of mere trend into success
“At one8 Commune, we’ve witnessed the transformation of food and drink pairing from a mere trend into a strategic component that significantly enhances the dining experience. In today’s competitive culinary landscape, diners seek more than just a meal; they crave a holistic experience. By thoughtfully pairing dishes with meticulously curated cocktails or mocktails that complement and elevate each other’s flavours, we create a sensory journey that will leave a lasting impression on our guests. For instance, sweet dishes pair wonderfully with sweet wines, while more complex dishes, such as spicy or umami flavors, call for low-tannin wines. And if you’re ever in doubt, sparkling wines are always a safe and versatile option, as they pair well across multiple courses,” explained Wahal who pointed out that we approach our pairings with the same level of precision we bring to our culinary offerings.
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