Hyperlocal Flavours Reshaping India's Fast-Food Menus: A New Era of Regional Adaptation

• India's fast-food industry is shifting from standardized offerings to hyperlocal flavors, focusing on familiarity and regional identity.
• Brands like RollsKing are adapting gravies, spice levels, and protein combinations to suit local tastes across different regions.
• Arjun Toor of RollsKing emphasizes designing inherently local menus rather than temporary regional specials, acknowledging India's diverse taste preferences.
• Mandeep Singh of Arabian Delites highlights that regional flavors create emotional connections and a sense of identity, moving away from a one-size-fits-all approach.
• Hyperlocal adaptation involves understanding eating occasions, portion sizes, and carb preferences, with technology and on-ground learning guiding this evolution.