Chai Dhabbas: Winning customers for trendy business

Food is a basic need for every human being. We earn money to fulfill our basic necessities. Our Pakistani people are very fond of eating food. When they hear that a new place is introduced for eating they definitely visit the place.

Many international brands are impatient to open their franchises in Pakistan as well. When it comes to the food business, the Pakistani food market is known as the world’s 8th largest market in the world.

It is further revealed that an average consumer spends 42% of his personal income on food. Interestingly, the eating habits of local customers have risen up to 21% annually. This is not only in Pakistan but all around the world.

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Furthermore, in Pakistan, the average per person expenditure is $871 and out of that, we spend $415 on food. Recently, a survey conducted in Pakistan and a report based on “Spending Pattern and Consumption Trend for Food Items in Pakistan” 2015) revealed that the high growth of the food industry has raised up to 90% than ordinary growth. Food companies are enjoying the highest profit margin of 80% but still, there is a need to ensure the prices and quality of food.

Most families visit outside to dine or usually prefer food courts rather than take away and home deliveries. The best part is that Pakistani cuisine is more preferred than Chinese or continental food type. So the Dhabbas are more preferable to indoor restaurants.

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Origin Dhabbas

The trends of Dhabbas have been growing rapidly in our country. Some authorities claim that the etymology of the word “Dhabbas” is still not clear and is derived from simply “Dhabbas” or “tiffin-Box”. In the 20th century, the first Dhabba that came up with popularity in Sheikhupura was named “Kesar da Dhabba” in 1916 but moved to India after partition.

“Gallup” survey highlights that about 91% of Pakistanis like tea (“More than 90% of Pakistanis prefer tea over coffee,” 2009).

According to the magazine, highlights in the article (“For the love of tea” 2018), the trend of tea is not new in Pakistan. Since it is a common drink for every family whether rich or poor, this hot beverage is popular among all.

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Pakistan’s Consumption of Tea

Based on the survey of Food and Agriculture of the United Nations, in Pakistan, the consumption of tea per capita has increased over 35.8% over few years 2007-2016. Therefore, Pakistan has been ranked in 7th place in the world’s highest tea consumption countries.

Another interesting factor that attracts the customers is their unique names like: “The Manji Manch”, “Pyara Charga”, “What a Paratha”, “Sarak pe Kharak”, “Heera Chargha and B.B.Q” as well as the colorful themes like truck art and unique name of items like: “Disco Chai”, “Makke Ki Roti” and “Alu Qeema Paratha” also fascinate the customers to revisit the Dhabbas.

Customers can easily recall their desired Dhabbas because they are well aware of its facilities and characteristics. Customers with a positive image and realization of the product build a strong link between them. With this effort, customers want to visit the specified place more where they are treated as royal guests with elegantly furnished areas.