Indian Fast-Casual Brand Wants You to Eat Anywhere You Want

Indian cuisine concepts on a franchise level aren’t represented
very well in the U.S. However, Curry Up Now is changing
that dynamic. The CEO and Co-Founder Akash Kapoor spoke
with The Main Course host Barbara Castiglia about the
concept.


Kapoor and his wife started the company in 2009 with no
foodservice industry experience. “We were a foody family, and
when the opportunity came, we went for it.”


Their mission was to make Indian food accessible and that anyone
could feel comfortable ordering it. One way they did this was
with burritos on the menu, which also made sense because it’s a
good-to-go food.


They focus on authentic food, which doesn’t mean spicy. “That’s
the biggest misconception about Indian food. It’s spice forward
but not always ‘spicy,’” Kapoor said.


“There’s a fundamental difference between food trucks and
restaurants, but we designed the locations for a similar
experience with an open kitchen.” - Akash Kapoor


After finding success with food trucks, they turned to opening
brick and mortar locations. In describing the guest experience,
Kapoor shared, “It’s a large, playful menu. Every location has a
local mural. We’re a bit over the top with our music, but it’s a
big part of the brand.”


The brand is quickly expanding in several ways. First, they are
opening new locations, including bringing the brand to Texas,
which Kapoor believes will likely become their second-biggest
state behind California.


They are also working with Local Kitchens, which is a
digital kitchen outpost. “I had a business plan for a similar
type of company to license brands, but then COVID hit. Glad to
get involved with Local Kitchen, and we’re opening our third
location with them.”


Finally, they partner with Goldbelly, an online marketplace
for gourmet food gifts. “We ship to all 50 states. It wasn’t
really a food that was shippable, but it’s working, and we love
that business.”