In a Local Samosa interview, Aspect Hospitality's Hitesh Keswani and Sandeep Singh say Indian diners now judge design, service and storytelling alongside the food, that authenticity matters more than viral buzz, and that Tier II and III cities are the next opportunity. Singh's target is more than 1,000 Aspect QSR outlets within five years.
In an interview with Local Samosa, Hitesh Keswani, MD & CEO of Aspect Hospitality, and Sandeep Singh, CEO of Aspect QSR and Aspect Hotels & Resorts, set out how they see Indian dining changing. Their view is tied to a named expansion plan of their own rather than general trend-spotting.
Why good food alone is no longer enough
Keswani describes today's diners as "well-travelled" and "digitally connected", and more willing to try unfamiliar cuisines and formats. Travel and online content have made people more confident about stepping away from what they know, and choosier once they do. For restaurants, he says, that puts design, music, service and storytelling next to the food in deciding how a brand is remembered. These are part of what guests judge and pay for, not decoration around the meal. In his words, the experience now goes well "beyond what's served on the plate".
Social media buzz does not build loyalty
Both executives warn about a trap for restaurants designed with Instagram in mind. A striking interior or a viral dish can draw attention quickly, but attention does not turn into long-term success by itself. Keswani says authenticity and execution count for far more than "momentary buzz". Social media may bring a guest in, but whether the real visit lives up to what was promised online decides whether that guest stays with the brand after the first meal.
Singh makes the same point from the loyalty side. People no longer simply pick a restaurant, he says: "they choose experiences". Brands therefore have to keep innovating while holding on to their core identity.
Tier II and Tier III cities are the next opportunity
Mumbai, Delhi and Bengaluru still matter, but Keswani sees smaller cities as the sector's next big opening, helped by rising disposable incomes and wider exposure to global trends through travel and digital platforms. He cautions that expanding there takes more than repeating a metro concept unchanged. Diners in smaller cities want concepts that are high quality, clearly defined and built around local tastes.
Aspect QSR's target: more than 1,000 outlets in five years
Singh's stated goal is to turn Aspect QSR into a multi-brand business with over 1,000 outlets within five years, led by three brands: Indie Rasoi, 1762 and Nom Nom Express.
He says reaching that scale depends on running efficiently, through better procurement, planning based on data and tighter processes, instead of handing rising rents, food inflation and staff costs straight to customers. Innovation may be what first brings guests in, but in Singh's words, "consistency keeps them coming back".
Premiumisation and the coming talent squeeze
Keswani expects premiumisation to continue, but its meaning is changing. Guests increasingly want value, authenticity and consistency, not just a higher price tag. He also flags talent as a constraint ahead: as the sector grows, hiring and keeping skilled chefs and hospitality staff will get more competitive, and he argues restaurants need to offer structured career development instead of treating these as short-term jobs.
What this means for your restaurant
- Treat design, music, service and the story behind your food as part of what guests are paying for, and review them as seriously as the menu.
- Check that what guests find when they visit matches what your social media promises; Keswani says that match decides whether a first visit leads to a second.
- If you plan to open in a Tier II or Tier III city, adapt the concept to local preferences rather than copying your metro outlet.
- Before raising prices to cover rent, food inflation or staffing, look for savings in procurement and processes, the route Singh describes for Aspect QSR.
Sources
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