With Generation Z leading the consumer preference for trendy flavors as well as healthier and more convenient options, fast-casual restaurant brands of all sizes have diversified their menus to meet demand. For example, a recent study by Datassential found that over the past four years, fast-casual restaurants have added a traditional Indian drink that is widely known and loved in Indian culture to their menus: the lassi.

Lassi, which has grown in popularity on fast-casual dining menus by 16% over the past four years, is mixed with water and yogurt to create a creamy base for its flavor profile and can be made with a variety of ingredients. It can be sweet, savory or spicy.

While other brands are slowly taking notice, we at Choolaah, an Ohio-based Indian fast-casual restaurant chain with over 20 locations, have been serving the drink since we opened in 2014. We offer a fresh and fruity version of the drink, the Mango Lassi, made with premium Alphonso mangoes imported from India and offering a sweet flavor profile. The drink represents 26% of our beverage sales, a testament to the longevity of the lassi, while also introducing new guests to a staple that has been loved for centuries.

The OG Smoothie
Historians believe that lassi originated in the Punjab region of India around 1,000 BC. The original smoothie, lassi is a perfect dessert and pairs perfectly with the rich flavors and spices of traditional Indian cuisine. The drink has long been made to refresh or satisfy a sweet tooth, while also providing probiotic benefits for gut health with various spices that have been revered in Ayurvedic practice for centuries.

Ayurveda – which means “knowledge of life” – is based on Indian idealism that promotes a balanced lifestyle and homeopathic remedies to restore balance between the body, mind and spirit. These practices can be experienced through a healthy diet, herbal remedies, meditation and more. Lassis are favored by many Indians for their health-promoting effects, as various spices such as cardamom or turmeric are used to enhance the taste.

Why now?
The rise of lassis across menus partly reflects current consumer trends that show an increased demand for healthier options on fast food menus without compromising on price as consumers become more budget-conscious. According to Toast, 68% of consumers say the quality of the food is the most important factor when deciding where to eat, and brands are increasingly adapting to ensure diners understand the importance of carefully sourcing the food they regularly consume.

It’s no secret that beverages are a hot trend among consumers, and fast-casual brands can benefit from further exploring niche categories like lassi to cater to evolving consumer preferences.