By Pishtaz | 2025-10-14

A growing number of Iranians are replacing fast food with traditional meals, a trend shaped by rising living costs, changing consumer preferences, and growing health awareness.

What began as an economic necessity is increasingly seen as a cultural revival, reconnecting people with their culinary heritage.

Fast food, once a symbol of convenience and modern urban life, is becoming less accessible for many households.

Inflation has driven up the price of imported ingredients and restaurant meals, pushing consumers toward more affordable staples like grains, vegetables, and legumes -- cornerstones of traditional Iranian cooking.

Urban families in particular are cutting back on visits to pizzerias and burger chains and turning to home-cooked meals that are both nutritious and budget-friendly.

Nutrition experts point out that Iranian traditional dishes are typically high in fiber, use fresh and seasonal ingredients, and avoid the high levels of sugar, salt, and fat found in Western fast food.

Pride in cuisine

This shift is not only practical but also cultural.

Many young Iranians, especially in cities, are embracing local food traditions as a source of identity and pride.

Restaurant chains specializing in Persian cuisine, as well as small local eateries, are seeing an increase in customers who value authenticity over globalized fast food logos.

To support this trend, authorities and local businesses have begun promoting Iranian cuisine more actively.

"To promote the historical background and revive these dishes, several festivals of ancient cuisine have been held in Shiraz and Zahedan," said Mostafa Fatemi, Director General of Domestic Tourism Development at the Iranian Ministry of Cultural Heritage, Tourism and Handicrafts.

"We actively participate in international culinary competitions, and currently, Iranian chefs are taking part in a food exhibition in Turkey," he told IRNA in late September.

Fatemi also said that the local authorities are working with the restaurant sector to broaden access to local cuisine.

"We aim to encourage restaurateurs across cities and provinces to offer local dishes to the public," he said. "Some restaurateurs in Gilan and Kermanshah are already leading this effort, and many other provinces are following."

As more Iranians embrace traditional cuisine, it is feeding families, strengthening cultural identity, and supporting the local food economy.

What began as a response to economic challenges may now be sparking a lasting culinary revival.