Hilton India recently launched a brand-new additional menu - Aayush. Focused on sustainability, it brings back traditional Indian recipes rich in nutrients, low in calories and with natural healing properties. It will be available in all their properties across India, curated by the culinary team in Hilton. Aayush is a concept that puts flavour and health together on the table, keeping in mind the rising desire of consumers for healthy food options and mindful eating choices.
We spoke to Prashant Kulkarni, Director of F&B at Hilton India about the increasing shift towards exploring sustainable food choices in the F&B industry, the future of sustainable dining in India, and more.
Could you let us know how Hilton India is promoting sustainability and a conscious dining space
Travel with Purpose is our Environmental, Social and Governance (ESG) strategy to drive responsible travel and tourism globally. We have committed to double our investment in social impact and cut our environmental footprint in half by 2030.
We have committed to
At Hilton India, through a sustained campaign of awareness and education with our teams and their leaders, we are focussing on ensuring our produce comes from reliable and local sources. We are promoting sustainability in many ways by reducing food waste. We are amongst the first to monitor and collect data on food waste and work progressively to reduce it.
We are also working with local NGOs like Responsenet (they focus on providing opportunity to young ladies from underprivileged backgrounds) to help train and upskill the work force.
Tell us more about the dishes you are introducing across your F&B outlets that are plant based.
We started by introducing meat alternatives with the Wakao fest, which was a huge success, it was essentially jackfruit meat cooked and presented in innovative ways during the promotion. As a follow up to that, we have introduced Aayush by Hilton which is a complete vegetarian menu with 18 dishes which have been crafted and curated keeping ancient Ayurvedic principles of cooking in mind. Vegetarian options have always existed in our menus and plant-based foods are part of the rich cultural heritage of India. Our fresh food is predominantly sourced from local markets closest to the hotels. Whereever possible, we do look for organic and non-GMO foods to be procured.
Why did Hilton India decide to take up a plant-based approach
The question is more relevant to the times that we are currently living in. Post pandemic there is a heightened awareness to one&rsquos health and maintaining a strong immune system, supplemented by a good balanced diet, and exercise. At Hilton India, we want to have menu options which allow our guests to do just that. There has been a growing trend amongst predominantly meat eaters to explore the world of vegetarian cuisines to help balance their diets and have more energy. Popular documentaries like The Game Changers on Netflix have fuelled curiosity in exploring the possibility of sustaining high performance through a plant-based diet.
What is the future of sustainable dining in India We have seen well known F&B entities across the West, like NYC's Eleven Madison Avenue become vegan, plant-based restaurants. Do you think this will also become the trend in India Or is it already something India has vis-a-vis regional cuisines that are predominantly already plant based
I think a subtle cultural trend is already underway with Gen Z being more aware and curious towards food and where it comes from. Sustainable dining as a concept for me imbibes the mind, body, environment as well the business of being sustainable. Which means there is a thin line between working on what is a fad and what do your customers really want. India has a huge plethora of pure veg restaurants in our cities and towns. Our aim at Hilton India is to provide alternatives for our guests through our menus and diverse offerings.
We have seen plant-based meat alternatives coming up via start-ups etc. Do you think these will be something restaurants will serve
Manufactured mock meat alternatives will have a space in our menus provided the product is of exceptional quality. I don&rsquot think there is a rush to have these on the menus just yet, though there are a few celebs who have been on the bandwagon trying to ride this wave of interest in these products.
The consumer market is changing and evolving - especially during the pandemic. How is the F&B industry catering to the evolving consumer (re deliveries, takeaways, cloud kitchens and everything that is contributing to the ecosystem)
The industry is always been resilient, and I have seen hotel restaurants and standalones come up with any and every strategy to get a slice of the pie. It has been extremely difficult for the industry to survive and, most importantly, sustain in a way to be able to make a positive bottom line. Consumers have shown that they are keen to travel, dine in and of course order home deliveries. We have realised the takeaway delivery business will continue to show growth and we will keep our focus on this very important piece.
Would you say the food and beverage industry is a future growth driver In what way Can you share some figures and statistics
Traditionally hotels would be looking at an 80-20 split of revenue with rooms being 80% and F&B being 20%. This gradually changed and evolved to a healthy 60-40 split. What has been observed and been quite stark is that during the pandemic some of our hotels had an 80-20 split with 80% coming from F&B. Food and beverage has started to take the centrestage with restricted travel and a renewed focus is being seen across the industry to ensure that the division is a strong contributor and not just an amenity. We will continue to see this importance given to the 360 offer and focus on Trev PAR which is Total revenue per occupied room as a measure of success.
We are seeing a roll back of pandemic restrictions. The hospitality industry is making a gradual comeback. What would the role of F&B be in the recovery of the industry
As we see the light shine through at the end of the tunnel, we have seen incredible buoyancy and a quick return of business in most of our restaurants. People want to socialise and be seen in a safe environment. Hotel restaurants provide just that opportunity. There is pent up demand for folks to go out there and party. Our newest rooftop bar at Conrad Pune Aldila for example made record revenues last week. We have seen demand go up in the wedding and social segment for guests are making plans for anniversaries, birthdays, and celebrations of all sorts.
The domestic segment will continue to drive demand for both corporate and leisure travel and as restrictions against social gatherings ease, the social MICE (Meetings Incentives, Conferences, and Exhibitions) segment will also improve to provide much-
needed business in the balance of the year
