From ramen burgers to chicken katsu burgers and truffletake burger, restaurateurs and chefs have been experimenting a lot with this humble food. Forgot about some veggies/ chicken along with a processed cheese slice between the buns, burgers have become ‘gourmet’ and ‘healthy’ these days with chefs and restaurateurs known for serving fine-dining style food all playing with a ‘messy’ burger; all thanks to the consumption and sales of burgers that went up by around 9 per cent as per recent survey.
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A ‘gourmetlicious’ affaire
If we look internationally, Chef Robbert Jan de Veen of De Daltons diner in Voorthuizen, Netherlands has created a burger for 5,000 euro, which is close to Rs 4.5 lakhs. Called as ‘The Golden Boy’, the burger has all the expensive ingredients that one would dream of eating. Similarly, if we look at Indian burger scenario, restaurateurs like Riyaaz Amlani, Zorawar Kalra who have redefined the casual dining and fine-dining scenario respectively have launched a burger brand all catering to the gourmet diners.
After Chef Akriti Malhotra finished her culinary education in the US, she saw the gap in a fast-casual gourmet burger place that serves great quality food in a fast-food format. “We were one of the first ones to start in January 2018 to serve gourmet burgers made from fresh ingredients with all our patties, sauces being made in-house and it somehow clicked. People appreciated the relaxed fast-casual vibe concerning dine-in and connected with the brand as authentic, young, and energetic and they loved it,” added Malhotra of AKU’s -The Brrgrr Co. that is a home-grown fast-casual brand, synonymous with good food served quickly. Known for their juicy and meaty burgers, delivering fresh food made with real ingredients.
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On the other hand known for their Asian delicacies duo Chef Seefah and Karan Bane introduced a burger menu comprising of subtle Thai and Japanese for those with gusto for meat and Asian seasoning.
As stats says it all, the Quick Service Restaurants (QSR) market in India is projected to grow at a CAGR of over 18% during 2021-2025 due to increasing urbanization, rapid expansion in food delivery services, expanding young & working population, growing number of dual-income families and rising disposable income in the country.
The culture of binge-watching while also enjoying your favorite thing to eat and burgers that is believed to be that one favorite food-item because they aren’t very heavy and hence can be eaten at multiple times while doing office work or while catching up on a movie or a show. A lot of time, consumer’s hand is believed to be the reason behind the rise in the consumption of light yet tasty food option like a burger.
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“We always wanted to keep it simple. The focus has always been on quality and what is readily available and work with those things through the year and then introduce specials such as the Truffle Shroom Burger ( Portobello with Truffle Oil ). We have stuck to our motto of ingredients taste better,” added Malhotra who focus on customers who enjoy good quality food served quickly. She also sees a huge potential for AKU's in every Tier 1 and even Tier 2 city.
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