Eid brings business boom for fast food outlets

Young visitors from villages drive surge in sales in Multan

MULTAN:

Fast food outlets across Multan witnessed a significant surge in business during Eidul Fitr, as groups of young people, particularly from rural areas—visited the city to celebrate the festival with burgers, pizzas and other popular meals.

The three-day holiday period saw a growing trend in South Punjab, where groups of friends travelled from nearby villages to urban centres, making fast food dining a key part of their Eid celebrations.

From roadside stalls to major food chains, eateries remained crowded, especially during evening hours.

Shopkeeper Muhammad Imran said the trend was most noticeable among young boys who preferred social outings with friends over traditional family gatherings. "Many of them pool money to dine together, turning it into a shared experience rather than just a meal," he said.

Visitors also highlighted the social aspect of the trend.

Malik Yahya, who travelled from a village with his friends, said Eid provided a rare opportunity to spend time together.

"We came to the city as a group and planned to try different food spots. It's more about the outing than the food," he said. Another visitor, Malik Haroon, noted that fast food has become a major attraction for youth during festivals.

"Instead of staying at home, we prefer going out and enjoying the lively atmosphere," he added. Ibrahim Khan pointed to the influence of social media in shaping these preferences.

"We often see new food places online, so Eid is the perfect time to explore them with friends," he said.

Other visitors, including Rana Arif and Faizan, echoed similar views, saying group dining enhances the festive experience and creates lasting memories.

Food vendors and shopkeepers expressed satisfaction over the increased business activity, with many reporting higher-than-expected sales during Eid. Several outlets extended their working hours to accommodate the influx of customers.

Observers say the trend reflects a broader cultural shift, with urban food habits increasingly influencing rural youth.

Fast food, they noted, is evolving from a casual meal into a social activity, particularly during festive occasions.

The Eid holidays turned Multan's food streets and outlets into vibrant hubs, highlighting the growing popularity of fast food among the younger generation and its role in shaping modern celebrations.