Can Coco Ichibanya adapt its menu for Indian tastes?

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Coco Ichibanya is adapting its menu to cater to Indian tastes by removing beef and pork and offering alternative ingredients.

Coco Ichibanya, a Japanese curry chain with over 1,400 locations globally, has entered the Indian market with a tailored menu designed to respect religious dietary restrictions and local preferences. The chain has omitted beef and pork from its offerings, substituting them with ingredients such as paneer and eggplant. This strategic adaptation aims to appeal to a growing middle class in India with an increasing appetite for international cuisine.
Menu Modifications for Indian Palates

The chain has made significant adjustments to its menu to align with Indian dietary norms and religious considerations. Notably, beef and pork, which are central to some of its global offerings, have been removed. Instead, customers are presented with choices like paneer and eggplant, allowing for a fusion of Japanese curry flavours with ingredients familiar and acceptable within the Indian context. This approach creates a unique culinary offering that bridges Japanese and Indian food traditions.
Leveraging International Success and Local Reception

Coco Ichibanya views its past success in Thailand, another nation with a strong appreciation for curry, as an indicator of its potential in India. The first Indian franchise opened in August near New Delhi, and initial customer feedback has been positive. Diners have expressed interest in the distinctiveness of the Japanese sauce compared to traditional Indian curries, noting the addictive quality of the taste. Devesh Srivastava, assistant chief executive of Ichibanya India, stated that the chain is not aiming to compete with local curries but rather to offer a different, flavourful Japanese curry experience, and observed that customers are returning.
Navigating Market Entry Amidst Challenges

The launch of Coco Ichibanya's first Indian outlet in August near New Delhi proceeded despite the challenges posed by the coronavirus pandemic, a period when many consumers are exercising caution with their spending and opting for home dining. The restaurant chain's decision to enter the Indian market reflects a broader trend of Japanese companies seeking to expand their presence abroad to offset slowing domestic consumer spending. The initial response indicates a significant local interest in exploring the contrast between the Japanese curry sauce and the more familiar Indian varieties, which often feature prominent notes of onion, tomatoes, and local spices.

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Can Coco Ichibanya adapt its menu for Indian tastes?

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