Do-it-yourself meals see surge as pent up demand kicks in; DIY cocktails on the anvil - Economic Times

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New Delhi: Do-it-yourself, ready-to-cook meals are seeing growth of anywhere between 100-500% though on a small base, at a time when consumers are staying indoors despite lockdown curbs easing, executives at marquee fine-dine restaurant chains said.

“We are seeing more than five times growth of our ready-to-cook sauces and condiments. People are wary of ordering cooked food as they feel too many hands exchange the packets; yet there is pent up demand for our trademark recipes. Hence I decided to bottle 15 years of legacy recipes,” said Saurabh Khanijo, managing director of the Kylin chain of restaurants, which also operates food court brand called Wanchai.

Industry officials say they are catering to pent up demand and the business is keeping them ticking at a time when restaurants are either shut or seeing very limited traction because consumers are wary of stepping out.

Priyank Sukhija, who owns Plum By Bent Chair, Lord of the Drinks and Tamasha, said do-it-yourself (DIY) meals and accompaniments by Plum have taken off to a flying start over the few days that the vertical has begun. “The business is very small compared to fine-dine, of course. But we have started this vertical in response to consumers craving for the brand and taste, their involvement in the cooking process and safety.” Sukhija said Lord of the Drinks is set to launch do-it-yourself cocktails too within two weeks.

DeGustibus Hospitality chief executive Anurag Katriar said DIY meals for Indigo Deli are in planning stage, while Riyaaz Amlani promoted Impresario’s Smoke House Deli too recently introduced DIY meals.

Rohit Aggarwal, director at Lite Bite Foods which runs Punjab Grill and Street Foods, said DIY meal kits of their brands such as YouMee have been sold out since they rolled out the vertical. “It’s very early days but consumer response is more than encouraging. We intend to spin this off into a stand-alone business vertical even post the Corona phase,” he said.

Rebel Foods, promoter of Faasos and Behrouz Biryani, said it is scaling up DIY meals for Faasos following high consumer traction. “Cooking at home is here to stay and DIY meals enable consumers to churn out meals exactly the way they taste in restaurants, while addressing safety concerns,” said Ankur Sharma, head - supply chain and new product development at Rebel Foods.

All company officials ET spoke to said they plan to scale up the do-it-yourself business as a separate vertical even after the Coronavirus threat is over. “It is among the various new age solutions which are evolving in the present scenario,” Sharma said.

Karan Tanna, founder of Ghost Kitchens, said he expects the do-it-yourself trend to be would be a weekend phenomenon.

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Do-it-yourself meals see surge as pent up demand kicks in; DIY cocktails on the anvil - Economic Times
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