Sandwich is one of the most convenient and beloved food items across age bands. This is perhaps because of the reason that it is completely customizable as per one’s food preference. It is believed that the first ever sandwich was created by John Montagu, 4th Earl of Sandwich, when he ordered his house cook to bring him something he could eat without getting up from his seat, and the sandwich was born. Montagu enjoyed his meat and bread so much that he started eating it constantly, and as the concoction grew popular in society circles it also took on the Earl’s name. To commemorate the birth of the world’s first sandwich-maker, November 3 is now celebrated as World Sandwich Day.
Initially perceived as food item that people shared while gaming and drinking at night, the sandwich slowly began appearing in polite societies as a late-night meal amongst aristocracy. In later years, sandwich culture was picked up by almost every café outlet, retail supermarkets or bakeries and in-flight service, offering ready-to-eat sandwiches. The increasing popularity of sandwiches inspired a 17-year-old Frederick James Matthew DeLuca in 1965 to start a QSR chain that provided a combination of flavours and nutrition through variety of sandwiches. He founded a submarine sandwich chain called Subway, which is presently world’s largest fast food chain offering different type of nutritious and healthy sandwiches.
Modern lifestyles, growing demand for convenience food among the working class and the awareness of healthy snacking items amongst health conscious millennials are few of the factors fuelling the demand for the sandwiches. Veggies, meats, salads, sauces, anything can be slipped in between the bread slices to make a decadent sandwich. Further, Mayonnaise, capsicum and lettuce can be added to enhance its taste, but the best part about a sandwich is that it is super quick and easy to make. Some of highly savoured sandwich flavours in India are club sandwich, vegetable sandwiches, peanut butter and jelly sandwich, hot dog, hamburger sandwich, open sandwich, submarine sandwich, toast sandwich, grilled sandwich and many more types with fusion of flavours.
Among Indian and international QSR brands sandwiches are an important part of the menu as they are pocket friendly and completely customizable. Popular sandwich brand, Subway India, whose business revolves around different sandwiches, has been leveraging World Sandwich Day by contributing towards eradicating hunger among the underprivileged children and offering its guests to savour “Buy One Get One Offer” on World Sandwich Day. Some other brands which are also en-cashing the business opportunity of sandwiches are Blimpie, Charley’s Grilled Subs, Togo’s Sandwiches, Pita Pit etc.
Sandwiches may seem simple, but QSRs are experimenting the sandwiches with different ingredients and tastes to make them acceptable as the main course meal.
At the end
Experts feel that disposable incomes, increased demand for healthy, convenience and tasty food combined with sandwich brand’s efficiency in service without compromising on quality are key growth driving factors for the businesses based on sandwiches.