MULTAN  –  Fast food outlets witnessed an exceptional surge in business during Eid-ul-Fitr, as young people, particularly from rural areas, flocked to the city in groups to celebrate with burgers, pizzas, and other trendy meals.

The festive holidays saw an unusual but growing trend where groups of friends traveled from nearby villages to urban centers, making fast food dining a central part of their Eid celebrations through our the South Punjab. From small roadside setups to major outlets, food points remained packed, especially during evening hours.

According to shopkeeper M Imran, the trend was most visible among young boys who preferred spending time with friends over traditional family gatherings. Many of them pooled money to enjoy meals together, turning it into a shared social experience rather than just eating out. Malik Yahya, a villager, said,  Eid is one of the few occasions when friends gather and enjoy outings together. “We came to the city as a group and planned to try different fast food points. It’s more about spending time together,” he shared.

Similarly, Malik Haroon said the fast food has become a major attraction for youth during festivals. “Instead of staying at home, we prefer going out and enjoying food in a lively environment,” he added. Ibrahim Khan observed,  social media also plays a role in influencing such trends. “We often see new food spots online, so Eid is the best time to explore them with friends,” he said.

Rana Arif and Faizan also echoed similar views, saying that dining out in groups adds to the joy of Eid and creates lasting memories. Shopkeepers and food vendors expressed satisfaction over the business boom, stating that sales during Eid days exceeded expectations. Many outlets reported continuous rush, with some extending working hours to cater to the increasing number of customers. People believe, this shift reflects a broader cultural change, where urban food trends are increasingly influencing rural youth. Fast food is no longer just a meal but a social activity, especially during festive occasions. The three days of Eid clearly highlighted how burgers and pizzas have become a dominant choice among the younger generation, turning food streets and outlets into vibrant hubs of celebration.