Indian industrialist Harsh Goenka ignited a social media firestorm when he shared a peculiar menu from a US restaurant. This South Indian vegetarian eatery, Indian Crepe Co. located in Framingham, Massachusetts, had a rather surprising take on classic dishes: the dosa and vada. On their menu, it was simply listed as ‘naked crepe’ and ‘dunked doughnut.’
‘Naked Crepe’ & ‘Dunked Doughnut’
Who knew vada, idli, and dosa could sound so fancy? With these strange names khaane ka mazaa khatam! Agree 😂? pic.twitter.com/Px94gQGUAd
— Harsh Goenka (@hvgoenka) July 2, 2024
Goenka’s amusement resonated with many. His post on X (Formerly, Twitter), featuring a screenshot of the menu, quickly gained traction, amassing over 54,000 views and nearly 500 likes. Commenters found the restaurant’s attempt to rebrand these well-known South Indian staples – vada became “Dunked Doughnut Delight” and idli transformed into “Dunked Rice Cake Delight” – to be both strange and unnecessary.
But the name changes weren’t the only source of surprise. The price point of these “fancified” dishes left many users in disbelief. Estimates ranged from ₹1300 to ₹1500 per plate – a stark contrast to the affordability these dishes are known for in India. This exorbitant pricing seemed particularly outlandish considering the readily available and inexpensive versions found back home.
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Netizens React
Calling it Naked Crepe is an insult to all
South Indians— Dr Nilima Srivastava (@gypsy_nilima) July 2, 2024
Calling it Naked Crepe is an insult to all
South Indians— Dr Nilima Srivastava (@gypsy_nilima) July 2, 2024
One user remarked that the high prices suggested the restaurant employed “at least 3 people per dish.” Another user commented, “Calling it Naked Crepe is an insult to all South Indians.” However, amidst the amusement, some expressed concern.
They worried that the restaurant’s approach might alienate potential customers unfamiliar with South Indian cuisine. One X (Formerly, Twitter) user questioned, “Why is it that pasta is pasta, pizza is pizza, quesadilla is quesadilla but dosa is crepe, idli is dunked rice cake and soooo on?”
But the sad part is, after a few decades, these dishes may be served with these fancy names with westernized taste and people will prefer (to show off) those future versions more than the current authentic tastes.
There is a possibility of current names and tastes being…— Vimal Wealth (@vimalgaurav) July 2, 2024
They would have hired at least 3 people per dish. 😂
— Surajmal (@surajmal94) July 2, 2024
While the “naked crepe” moniker might seem like an attempt to introduce dosa to a new audience, the execution appears flawed. The inauthentic descriptions and exorbitant prices did little to entice new customers. Instead, it sparked a conversation about cultural appropriation and the importance of preserving the identity of traditional dishes.
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Ultimately, the Indian Crepe Co.’s ‘naked crepe’ and ‘dunked doughnut’ fiasco offers valuable lessons. By focusing on authenticity and education, restaurants can foster a genuine appreciation for the diverse culinary landscape that exists around the world.
Image Courtesy: Canva (Representative Image), @hvgoenka /X (Formerly, Twitter), @harshgoenka/ Instagram