Exploring the genuine flavours of Tehran’s cafes: a postmodern destination for tourism

Abstract

Globalisation and multiculturalism have significant impacts on food culture worldwide. Iran, with its diverse climate and local cuisine, has a rich variety of cooking styles. However, the situation is different in major bustling cities like Tehran; fast-food and routine restaurants that serve the same foods are primarily ordinary, and some traditional foods are also served. Meanwhile, some Western-style restaurants serve the most popular international foods. Here, some cafes play a different role as a third place. This research aims to explore the role of Tehran’s cafes in promoting and expanding Iranian local cuisine as a tourism destination. It was conducted using a qualitative approach, incorporating ethnography, and involved 22 locations with their users at the centre of Tehran city. The research outcome reveals that in recent years, some of these cafés have profoundly impacted the introduction of local and traditional Iranian foods and beverages to tourists and new generations, while also serving as a reminder to elders. Some ‘home cafés’ symbolise the connection between yesterday and modern life: a postmodern destination. The main themes derived from the study portray these places as authentic, friendly, aesthetic, and creative, with a cultural vibe, highlighting the lost aspects of the city and the importance of cafés in preserving our past.