Hey Hot Potatoes,

Welcome to the latest edition of the Hot Potato Newsletter. Now, I must admit I have been lucky enough to have just come back from a trip to NYC, and let me tell you, the food scene out there blew my mind. For someone who loves their pizza, I was having the time of my life! I’ll do an article at some point in the not too distant future on the food and drink scene out there, but today we're diving into something pretty special - the incredible success story of Dishoom. If you've ever queued for their legendary bacon naan roll (and let's be honest, who hasn't?), you'll know this isn't just another restaurant chain. But how did they go from a single site in Covent Garden to a £100 million business that's transformed how Britain thinks about Indian food? Let's break it down!

In today’s email: How Dishoom Turned Bombay Café Culture Into a £100M British Success Story

Read Time: Approx 6 mins

Beyond Curry House Clichés: Getting Real with Indian Food

Back in 2010, London's Indian food scene was essentially divided in two - there was your local curry house or very fancy Michelin-starred spots. But cousins Shamil and Kavi Thakrar had a different vision in mind. They looked at Bombay's iconic Irani cafés (think beautiful old-school establishments that are sadly dying out - there were 400+ in the 1960s, now there's fewer than 30) and thought, "This is what London needs!" They wanted to transfer the feeling of the hustle and bustle of Bombay cafes to the streets of London, and I am glad they did!

When taking a quick glance at their menu, you can see dishes not found on traditional menus, we’re talking bacon naan rolls, chilli cheese toast and twists on some classics, like a chicken ruby curry. Their food is packed with flavour and creativity!

They also knew that if they were going to go through with launching Dishoom, they had to ensure authenticity was at the heart of everything they did. Kavi said in a recent SL Man article, “We want each restaurant to feel distinct – for people to feel emotionally connected to each space. But it’s not just the physicality. It’s the food, the service, the way our team look after guests.” Everything had to be uniquely original to the Bombay Cafe scene. Supposedly, they actually make doors slightly the wrong size and put handles in weird places to really give off that authentic vibe.

The Secret Sauce? It's All About the People

Naturally, service plays such a huge role in the customer experience when going to a restaurant. You could have incredible food but if the service isn’t up to scratch it can ruin the experience.

With over 1,800 people on the team, they've built everything around a concept called 'Seva', their one core belief about humanity - which essentially means doing good without expecting anything in return. Kavi says, “We do everything with a big heart and in a first-class way. It’s about technical brilliance, but also about how you make people feel.” The practice of Seva, identifies 6 key behaviours, things like being generous in everything you do, making eye contact and greeting everyone before they greet you, and showing gratitude and appreciation before every interaction.

They also have this philosophy they call "Deepen, don't dilute". It highlights how important it is to work at improving their relationship with their staff, especially as the business continues to grow. The philosophy is clearly working as they've made it onto the Sunday Times' 100 Best Companies to Work For. Because let's face it - happy staff = happy customers. It's not rocket science, but it's amazing how many places get this wrong!

Breakfast Revolution: Who Said Indian Food Was Just for Dinner?

In the simplest terms, the more occasions you can offer customers, the more revenue you can drive. A major factor in Dishoom's success was how it perfectly coincided with changing eating habits - people were moving away from seeing spicy food as something you would only eat at dinner, but instead you can enjoy your spice throughout the day. One of Dishoom's most innovative moves was challenging traditional Indian dining times.

When they first opened, the idea of an Indian breakfast seemed completely foreign to most Londoners. But by introducing dishes like their now-famous bacon naan roll and house chai, Dishoom didn't just adapt to the market - they created an entirely new dining category. This all-day dining approach has proved absolutely pivotal to their success.

The numbers speak for themselves - their restaurants serve around 1,200 customers per branch daily, from breakfast through to dinner. That's an incredible number of covers for any restaurant!

The Store: Growing the brand beyond the four walls.

We recently chatted about this in a previous Hot Potato Newsletter edition - how diversifying your revenue streams beyond the traditional dine-in experience can be a total game-changer. And Dishoom? They're absolutely smashing it in this department.

Just hop onto their website and check out their 'Store' section - it'll blow your mind. But here's the thing - they haven't just thrown together a few spices in fancy packaging and called it a day. Nope, they've gone all in. We're talking incredible recipe books, stylish clothing lines, and get this - an entire homeware collection. Crockery, towels, candles... you name it. They've basically made it possible to bring the whole Dishoom vibe into your home.

It's genius really - this isn't just another revenue stream, it's a full-on brand extension that lets customers connect with Dishoom even when they're not in the restaurant. Talk about thinking outside the box!

Giving Back: Good Food, Good Karma

Here's something that'll warm your heart - for every single meal Dishoom serves, they donate one to a child in need. They've partnered with Magic Breakfast in the UK and Akshaya Patra in India, making sure kids get the nourishment they need. We're not talking small numbers either - since starting this initiative nine years ago, they've smashed through the 20 million meal mark!

And this isn't just some marketing gimmick - they've got the numbers proudly displayed at their HQ. It's something that's deeply woven into their DNA.

Today, we’ve run through the Dishoom journey and some of the factors that have brought them the successes they’ve seen today. It’s clear the combination of quality food, great service and a happy team are what drives their success. What’s been the most impressive thing that’s stood out for you?

Curious what's cooking for 2025? In our next edition, we're dishing out the hottest trends that are about to shake up the food scene. You won’t want to miss these.

Thanks for reading as always! Want more game-changing restaurant insights and tips delivered straight to your inbox? Hit that subscribe button and join our growing community!

Bon appétit,

Max Shipman, Founder, Hot Potato

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