Wednesday, January 12, 2011


DISCOVER THE APPEAL OF VEGETARIAN FOOD - Leading American fast food chains, which globally are known for their non-vegetarian offerings, are raking in more moolah from their veggie delights in India following the lead of organised retail supermarkets which tend to avoid stocking non-vegetarian fresh produce items. Cashing in on the rising fitness awareness among Indian consumers, players such as McDonald’s, KFC, Pizza Hut and Domino’s are seeing over 50 % of their sales coming from their vegetarian spread. In contrast, the global average of sales split for Domino’s is 95 % from non-veg offerings, while the non-veg contribution to Pizza Hut’s sales globally is 70 % of overall revenue. “Consumers are making smarter and healthier choices these days and are looking for leaner food, trying to avoid red meats and fats as much as possible. This is a growing trend not only in India but also globally,” said Anup Jain, marketing director of Pizza Hut, a casual dining restaurant as opposed to quick service restaurant formats chains such as KFC, McDonald’s and Domino’s.

During the first half (April-September) of 2010, Domino’s India has clocked revenue of Rs 298.9 crore. Now, like many organised retail chains, which have gone completely vegetarian in many stores reflecting the largely Hindu-dominated vegetarian populace of India, the American restaurant chains too are contemplating vegetarian only outlets.
Domino’s already has seven restaurants, which offer completely vegetarian menu. Four of these are in Gujarat, one in Haridwar, one in Amritsar and one in Shirdi. This is similar to CafĂ© Coffee Day, which has some outlets which only stock vegetarian food options.

For Pizza Hut, which at present operates a total of 120 restaurants across India, the vegetarian menu contributes about 70 per cent to its overall sales. For Domino’s Pizza, their vegetarian pizza menu contributes close to 60-65 per cent to their overall pizza sales. They also say that even in the pasta offerings, 70 per cent of sales come from the vegetarian offerings. Business are business, and if market analysts have determined that the sale of vegetarian products is profitable, regardless of their financial and economic gains, those who really win are those interested in raising awareness of people towards a diet completely free of cruelty, all over the world and especially in India.

Vegetarianism has been an important part of the glory of Sanatan Dharma. ... True, there has always been a class of men in India who did not follow Vedic recommendations. They were called chandalas and would also eat dogs like they do in Korea. But even they would not touch a cow! Those who did give up vegetarianism due to fear and discrimination, became Muslims or Christians! ... However, what centuries of cruelty and suppression could not damage, has been severely dented by the recent modernization! ... If we Hindus who have this wise tradition do not speak up, we are not fulfilling our obligation of responsible persons who know better! We invite you to join as an activist, the and help our people to understand what is the best way to eat for those who care for others like their own children. Because if we do not change our diet in relationship with animal killing, we will be held guilty of having deprived our children the chance to live in a sustainable environment.

WVA correspondent in Miami :
Written on 27 January 2007
“The Indian Glory of Ahimsa and Vegetarianism!”

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