Wait a minute, what day is it? At restaurants, there's no way to tell anymore. Packed tables and long waits now spill over from the Fri-Sun rush to weekdays. Post-work drinks, featuring an office gang of 14, begin as early as Monday evening. Bored WFH workers are sneaking in a lunch here, a dinner here, just for a change of scene. First-dates are playing out at the corner tables in the cities. In smaller towns, students are splitting the bill after a long spell of projects. Families are taking a break from home cooking by trying out a new cuisine. Out-of-town executives are making reservations at the must-try places as they travel.
Little indulgences, it seems, can no longer wait for the weekend. Celebration starts now, and restaurants are obliging in ways they'd never considered before.
A full plate
Of course, restaurants are delighted; it means more business. Alexander Valladares, chief marketing officer for Impresario Entertainment & Hospitality, which owns the Social chain (44 across India), says they offer week-long entertainment in addition to the food.
There are music gigs, sports screenings and shopping events.
"Weekdays are also packed owing to Social Works, a space for gig workers and hybrid model professionals," he says. "We see people here for meetings or catch-ups."
Mitesh Rangras has been a hospitality consultant for 23 years and has worked on projects across India.
He says a restaurant's success boils down to location. "A place within a mixed residential and commercial area will be busy on all days of the week." So, neighbourhoods such as Lokhandwala or Lower Parel in Mumbai, are likely to be buzzing regardless of how close it is to the weekend.
Esta historia es de la edición June 24, 2023 de Brunch.
Comience su prueba gratuita de Magzter GOLD de 7 días para acceder a miles de historias premium seleccionadas y a más de 9,000 revistas y periódicos.
Ya eres suscriptor ? Conectar
Esta historia es de la edición June 24, 2023 de Brunch.
Comience su prueba gratuita de Magzter GOLD de 7 días para acceder a miles de historias premium seleccionadas y a más de 9,000 revistas y periódicos.
Ya eres suscriptor? Conectar
Staying well within range
Driving from Mumbai to Mahabaleshwar in an XC40 Recharge at night means going against the odds but it's not dangerous
Forget demure, forget mindful
Women are expected to dress their age. But why should arbitrary numbers dictate anyone's choices? Wear what you want, when you want
Bubbling under, boiling over
The year's best food yet, from Bandra to Seoul, from old names and new, from starters to afters
The new spin doctors
Come for the hooping, stay for fire poi, dapostar, leviwand and more. India's newest subculture blends art and athletics, meditation and showmanship, public and private. And it looks great on the 'gram
Shall we put a label on this?
What is high fructose corn syrup? Is red dye good? Dieticians and nutritionists break down the confusing stuff we see on food labels
Pho heaven's sake, explore!
There's more to Vietnam than the Golden Bridge or Ha Long Bay. Discover limestone cliffs, rice terraces, and local foods that haven't made it to the 'gram
No. Wait. She did what?
These mean girls are self-centred, bratty, and can make your life hell. But they stole the show. Read on, loser. And tell us how it wasssss
Are you seeing spots too?
Jyoti Bhatt's serigraphs use traditional symbols in modern ways, creating art that is slyly clever and full of little stories
Leave us to our own devices
Instead of banning gadgets, restaurants should ban people that are actually disturbing the peace
Siam Siam, but different
The reason Indians feel instantly at home in Thailand is because their mix of Hindu and Buddhist traditions so closely mirrors our own, creating a comfort zone abroad