Beyond Butter Chicken: The Regional Revival Transforming Indian Restaurants
India’s culinary landscape is undergoing a remarkable transformation. After decades dominated by familiar North Indian restaurant staples, regional cuisines are finally claiming their rightful place in the spotlight. This shift isn’t just anecdotal—it’s backed by real industry data and expert insights. Let’s explore how this movement is reshaping the restaurant industry and what it means for restaurateurs looking to evolve.
The Rise of Regional: What The Data Shows
Zomato’s “India Food Trends Report 2022” revealed that 38% of surveyed diners were most excited to try regional cuisines over other options, indicating a significant shift in consumer preferences (Source).
This consumer interest has translated into tangible business opportunities. According to a 2023 report by RedSeer, a leading consulting firm, restaurants with specialized regional menus have seen their customer base grow approximately 23% faster than those with generic Indian menus (Source).
Industry publications suggest this trend is accelerating:
“The pandemic has accelerated diners’ interest in exploring diverse regional cuisines as people seek authentic experiences closer to home.” — Restaurant India Magazine, December 2023 (Source)
Restaurant Category | Order Growth YoY (2023-2024) | Average Order Value |
Generic Indian | 8% | ₹550 |
Regional Specialists | 32% | ₹780 |
Multi-regional | 21% | ₹690 |
Regional Cuisines Gaining Traction
Based on available industry coverage and expert interviews, several regional cuisines have shown particular momentum:
- Northeastern Cuisines
The distinctive flavors from India’s Northeast are gaining remarkable traction. Food critic and author Marryam H Reshii noted in a Mint Lounge article: “Northeastern cuisine, with its unique fermentation techniques and subtle flavors, is finally being recognized for its sophistication” (Source).
Chef Geeta Samtani, in an interview with The Hindu BusinessLine, shared: “Restaurants focusing on authentic Naga and Assamese dishes are seeing waiting periods of up to two weeks in major metros” (Source).
- Kashmiri Beyond Wazwan
The Times of India reported that searches for Kashmiri cuisine on food delivery platforms increased by approximately 60% between 2022-2023, with diners looking beyond the familiar Wazwan spread (Source).
- Lesser-Known Coastal Cuisines
Vikhroli Cucina, the culinary platform by Godrej, highlighted that coastal cuisines beyond Goan and Mangalorean—particularly those from smaller coastal towns of Maharashtra, Karnataka, and Kerala—are being rediscovered by chefs and diners alike (Source).
- Bihar and Eastern UP
While specific numbers are limited, The Indian Express noted that Bihari cuisine is “having a moment” in metropolitan restaurant scenes, with dishes like litti chokha appearing on menus of premium establishments (Source).
Expert Insights: What Industry Leaders Are Saying
Chef Thomas Zacharias, founder of The Locavore and former Executive Chef of The Bombay Canteen, has been a vocal advocate for regional cuisines. In an interview with Condé Nast Traveller, he stated: “Regional Indian food is at the core of our culinary heritage… There’s a growing appreciation for the incredible diversity and sophisticated techniques that have existed for centuries” (Source).
Restaurant consultant Anjan Chatterjee, founder of Speciality Restaurants, noted in a Business Standard interview: “The next big wave in Indian restaurants isn’t fusion or modernization—it’s rediscovery of our regional treasures” (Source).
Implementation Approaches: Learning From Success Stories
While comprehensive statistical data on implementation strategies is limited, several successful models have emerged based on industry coverage:
- The Specialist Approach
Restaurants like Bombay Canteen in Mumbai and Padmanabham in Delhi have succeeded by focusing deeply on specific regional traditions while presenting them in contemporary settings.
Chef Manu Chandra observed in an interview with Forbes India: “The restaurants succeeding with regional cuisines aren’t merely listing dishes—they’re telling stories and creating immersive experiences” (Source).
- The Rotating Focus Model
Some establishments have found success with rotating regional menus. Food writer Antoine Lewis highlighted in Hindustan Times: “Pop-ups and rotating regional menus allow restaurants to test consumer response while creating anticipation and return visits” (Source).
- The Multi-Regional Approach
Larger establishments like Jamavar and Indian Accent have successfully incorporated distinct regional specialties while maintaining culinary coherence.
Implementation Challenges & Solutions
Based on interviews with restaurant operators and industry experts, several common challenges emerge:
- Ingredient Sourcing
The Economic Times highlighted that sourcing authentic ingredients remains a significant hurdle, with 58% of specialty restaurant operators citing it as their primary challenge (Source).
Solution Approach: Direct farm connections and specialized ingredient suppliers are emerging to fill this gap. Local agriculture Organizations like HOPCOMS now specialize in sourcing indigenous ingredients for restaurants.
- Knowledge Gap
Outlook Business reported that many culinary schools still focus predominantly on international and North Indian cuisines, creating a knowledge gap around regional techniques (Source).
Solution Approach: Restaurants like Masque in Mumbai have pioneered research trips and documentation efforts, creating invaluable knowledge repositories.
- Consumer Education
Food critic Vir Sanghvi noted in Business Standard that “consumer unfamiliarity with regional dishes beyond a handful of stereotypical items” remains a barrier to wider adoption (Source).
Solution Approach: Digital storytelling through menus, staff training in narrative techniques, and tasting menus have proven effective in bridging the knowledge gap.
Technology as an Enabler
The Indian restaurant industry is undergoing a delicious revolution. From Assamese duck curry in Bengaluru to Parsi salli boti in Pune, chefs and entrepreneurs are rediscovering India’s rich culinary tapestry. What was once considered “too niche” is now becoming a major draw for diners hungry for authenticity.
But what’s powering this shift?
Modern technology platforms are instrumental in supporting the regional cuisine movement:
Digital Menu Platforms with Storytelling Capabilities: While specific metrics vary, integrating storytelling into digital menus has been shown to engage customers more deeply, encouraging them to explore diverse offerings and thereby increasing order diversity.
Specialized Inventory Systems: Effective inventory management is crucial for maintaining food safety and quality. Implementing systems tailored for unique regional ingredients can significantly reduce waste, leading to more sustainable operations.
This is where Digitory’s specialized solutions can support restaurants embracing regional cuisines.
Our AI powered Restaurant OS platform includes:
Digital Storytelling Tools: Interactive menu experiences that educate diners about unfamiliar regional dishes.
Specialized Inventory Management: Systems designed to handle unique ingredients with varying shelf lives and sourcing challenges.
Knowledge Preservation: Digital recipe documentation with video integration to preserve authentic techniques.
A Shared Journey in Taste & Tech
As Indian restaurants reimagine their menus with pride and purpose, it’s clear that food isn’t just about flavor — it’s about stories, roots, and innovation.
We’re simply here to listen, learn, and share what we’ve discovered along the way. If you’re experimenting with regional ingredients, preserving grandma’s recipe, or just curious about what tech can do behind the scenes — let’s keep the conversation going.
Have a story to share or a challenge you’re working through? We’d love to hear from you.
After all, the best dishes — and ideas — are often made together.
About the Author
Ashish Sharnagat is the founder of Digitory, blending 20+ years of retail and F&B experience to build tech that simplifies restaurant operations. A strategist at heart and operator by instinct, he’s passionate about turning everyday challenges into smart, scalable solutions.
This analysis is based on publicly available industry reports, expert interviews, and published articles. While specific performance metrics vary by establishment, the overall trend toward regional specialization is well-documented. For more information on implementing regional cuisine concepts, contact our restaurant success team.
