Food & Beverage

Fast casuals exploring the lassi, other beverage trends

The uptick in lassi offerings may stem from consumers wanting healthier options without sacrificing value.

Among its other beverages, Choolaah offers a fruity version of the lassi, the Mango Lassi, sourced with premium Alphonso mangoes imported from India for a sweet flavor profile. The drink accounts for 26% of our beverage sales. Photo: Choolaah

August 28, 2024 by Raji Sankar — Co-CEO and Founder, Choolaah Indian BBQ, Wholesome International

As Gen Z leads the charge in consumer preference for trending flavors and healthier and more convenient options, fast casual restaurant brands of all sizes have diversified their menus to meet demand. A recent study by Datassential, for example, found that over the last four years, fast casual restaurants have expanded their menus to offer a traditional Indian beverage, one that is widely known and loved among Indian culture — the lassi.

Seeing an increase of 16% over the last four years on fast casual dining menus, the lassi is blended with water and yogurt to provide a creamy base to its flavor profile and can be made with a variety of ingredients. It can be sweet, savory or spicy.

While other brands are beginning to take notice, we at Choolaah, a fast casual Indian restaurant chain based in Ohio with over 20 locations, have been serving it since we opened in 2014. We offer a fresh and fruity version of the drink, the Mango Lassi, sourced with premium Alphonso mangoes imported from India for a sweet flavor profile. The drink accounts for 26% of our beverage sales, a testament to the longevity of the lassi while introducing new diners to a staple loved for centuries.

The OG smoothie
Historians believe that the lassi originated around 1,000 B.C. in the Punjab region of India. Known as the original smoothie, the lassi pairs perfectly with the rich flavor and spices of traditional Indian cuisine as a post-meal indulgence. The drink has long been made to refresh or satisfy a sweet tooth while offering probiotic benefits for gut health with various spices revered in Ayurvedic practices for centuries.

Ayurveda— meaning "knowledge of life" — is based on the Indian idealism that encourages lifestyle balances and homeopathic remedies to regain a balance between the body, mind, and spirit. These practices can be experienced through a healthy diet, herbal remedies, meditation, and more. Lassis have been preferred by many in Indian culture for its health effects due to the variety of spices used, like cardamom or turmeric, to enhance its flavor.

Why now?
Part of the uptick in lassis across menus points to recent consumer trends showing the increased demand for healthier options on fast casual menus without sacrificing value as consumers are more price-conscious. According to Toast, 68% of consumers rank food quality as the most important factor when deciding where to dine. Brands are increasingly adapting to ensure guests understand the importance of careful sourcing of the food they consume regularly.

It's no secret that beverages are a hot trend for consumers, and fast casual brands can benefit from further exploring niche categories like the lassi to meet evolving consumer preferences.

About Raji Sankar

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