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.
This story is from the {{IssueName}} edition of {{MagazineName}}.
Start your 7-day Magzter GOLD free trial to access thousands of curated premium stories, and 9,000+ magazines and newspapers.
Already a subscriber ? Sign In
This story is from the {{IssueName}} edition of {{MagazineName}}.
Start your 7-day Magzter GOLD free trial to access thousands of curated premium stories, and 9,000+ magazines and newspapers.
Already a subscriber? Sign In
Fit Check? Look Behind You
In gyms, someone is always filming. We are all in the frame without meaning to be. Is privacy at odds with fitness goals? Is consent even possible with all those mirrors?
Avantika Dassani
Actor, @AvantikaDassani
Keep your i on this BMW
The brand's beloved sedan has now gone electric. The i5 M60 has a sci-fi roar and razor-sharp graphics. It's worth the hype
Why adapt when you can evolve?
Sometimes, the movie or show does it better than the book it is based on. Here's when to stream not flip
Sharp edges, blunt words
British chef Heston Blumenthal has gone public about his struggle with ADHD and bipolar syndrome. He hopes it calms kitchens down. It's hot in there already
The suitable boy
He's played lovers, taxi drivers, street rats and rich brats. He's redefining what it means to be the token Brown boy on set. But would he be on a reality show? Ishaan Khatter tells us why he's a career chameleon and how he got here
Stay stylish in your cubicle
Everyone's back at the office. Covid flexibilities are long forgotten. But being comfortable is still key. So, what are we wearing to work?
Hey, I found you online
Baby pics, emo selfies, old tweets outing the ex. If it makes you cringe, it makes HR departments do too. Here's how to clean up your digital footprint
Is It Scrolling Or Screening?
Being on the phone while the TV plays is the new normal. Just don't do it when there's company. A case for what it means to be present
This week, we're...
Preferring the spinoff.