No, Calicut Paragon Restaurant’s Non-Vegetarian Board Has Nothing To Do With Vegetarian Engagement Baiters (Image: Aprameya Rao)
Calicut’s renowned Paragon Restaurant has recently found itself at the centre of a social media buzz, sparked by an unusual noticeboard declaring it as a “completely non-vegetarian restaurant.” The sign, which states that vegetarian dishes are provided merely “for variety,” and that both vegetarian and non-vegetarian food are cooked in the same kitchen, has ignited online discussions about food transparency and dining practices in Kerala. However, it is important to clarify that the board, which has existed for a long time, was never intended to target or provoke vegetarians or social media “vegetarian engagement baiters.” It has become a practice on social media with vegetarian customers posting pictures of hotel kitchens and argue that particular eatery does not care about their preferences and hygiene.
The viral attention began after an X user shared a photo of the board, suggesting that some “Mallu restaurants” have taken to displaying clear non-vegetarian signs to avoid “reputational damage” caused by contentious online debates over food preparation practices. “Mallu restaurants have begun displaying “Non-Vegetarian” signboards to avoid the reputational damage that comes from vegetarian engagement baiters on X,” the X user said.
Contrary to these claims, the Paragon signboard is simply a longstanding notice that reflects the restaurant’s culinary identity and hospitality culture, often photographed by visitors who then share it across social platforms, highlighting Kerala’s rich Malabar food culture.
Paragon is not just any restaurant; it is an iconic institution in Kozhikode, widely celebrated for its authentic Malabar cuisine and especially its signature Malabar Chicken Biriyani. In late 2024, the restaurant earned global recognition by securing the fifth position in the prestigious Taste Atlas list of the 100 most legendary restaurants worldwide for 2024-25. This ranking is a remarkable achievement for an 85-year-old establishment located in the heart of Kozhikode city, placing it among the best dining institutions globally and affirming the restaurant’s enduring legacy and popularity. The establishment has now become an international brand with several outlets outside India.
The noticeboard itself reads: “WE ARE COMPLETELY NON-VEGETARIAN RESTAURANT. Vegetarian dishes served are for variety. Both are cooked in a common kitchen.” This blunt statement not only reflects Paragon’s menu composition but also signals honesty and transparency for its customers. Several social media comments applauded this directness, with users appreciating the clarity that allows consumers to make informed dining choices, free from assumptions or misconceptions.
This kind of cooking practice, where vegetarian and non-vegetarian dishes are prepared in the same kitchen, is common in many parts of South India. Users noted that in cities like Madurai, Tamil Nadu, most restaurants do not segregate kitchens by dietary preferences, making Paragon’s signboard a straightforward declaration rather than an exception.
The owners of Paragon Restaurant in Kozhikode are members of the Govind family. The restaurant was originally founded in 1939 by Govindan Panhikeyil and his son P M Valsan. After a period of family leadership, including Mrs Saraswathi (Valsan’s wife), the current key figure leading the restaurant and its expanding business empire is Sumesh Govind. Sumesh Govind is the Chairman, President, and CEO of the Paragon Group and has been instrumental in taking the business to international levels with outlets in the UAE, and plans for expansion to the UK and USA. He and his wife Liju now oversee the operations, continuing the legacy of the family-run establishment known for its Malabar cuisine. The Paragon Group also includes related ventures such as Fort Paragon, Salkara, Brown Town, and more under Sumesh Govind’s leadership.
Online reactions ranged from amusement to approval. Some users shared similar signboards from other cities, pointing out that Pune restaurants have used “pure non-veg” boards for many years. Others welcomed the practice for promoting transparency and respecting customers’ rights to choose knowingly. The debate underscores wider conversations around food culture, honesty in menu labelling, and the evolving dynamics of regional culinary traditions confronting modern-day social media narratives.
Beyond its viral signboard, Paragon continues to be a symbol of Kerala’s culinary heritage. In addition to its famed chicken biriyani, the restaurant is celebrated for a variety of Malabar delicacies such as fish curry in coconut gravy, chicken stew, parotta, and traditional sweets. It is a must-visit spot for food fans and tourists exploring Kozhikode’s vibrant gastronomy.
