The complexity of Indian cuisine has made it challenging to adapt to a fast-casual model. Or so the thinking goes.
Although smaller, localized fast-casual Indian chains, like Curry Up Now in the Bay Area, Rasa in Washington, D.C., and Tarka Indian Kitchen in Austin, Texas, have multiple locations, none are close to expanding to the national level with the scope of a Chipotle or Cava.
Choolaah Indian BBQ is ready to change that. Or at least make it easier to open a build-your-own Indian concept in a retail location or college campus. With the tagline “authentic, approachable Indian cuisine” Choolaah provides a turnkey solution for menuing favorites like chicken tikka masala, paneer, dal, samosas, and mango lassi with minimal preparation and lift.
Dispelling the myths
To plant the concept firmly in the mainstream, Choolaah created a menu of mix-and-match proteins, masalas, sauces, and toppings, with basmati rice or naan bread as the base to build customized “Power Bowls” or wraps. Premium ingredients, no artificial anything, and premade spice blends simplify prep and boost appeal.
Choolaah is derived from "chulha," the Hindi word for a tandoor clay oven. | Photo courtesy of Choolaah Indian BBQ
“People have the perception that Indian food is heavy, it’s hot, and it smells, so we like to call it good food, not Indian food,” said Simran Sethi, cofounder and chief product officer for Pittsburgh-based Choolaah. The menu is allergen- and gluten-friendly and adaptable to vegan and vegetarian preferences; clean, fresh ingredients are the priority.
While “masalas” may sound like a complex component, a masala is simply a spice blend in dry or wet form. Choolaah offers four variations for the menu: Butter masala, chickpea masala, tikka masala, and yellow lentil dal. All come in prepped at a central commissary and just need to be re-thermalized at each location to be ready to serve.
Choolaah operates its own spice mill, grinding 35 spices to create its signature spice blends. They come into each location in ready-to-use packs, and the marinades and sauces also come in fully prepared. The paneer is pre-cubed and can be finished in a combi oven. The only ingredients that need to be purchased are fresh chicken, lettuce, and a couple of other commodities.
Choolaah set up a station at University of Michigan's dining hall during the Chefs Immersion conference to demo the concept. | Photo by Benita Gingerella
As far as cooking goes, grilling the chicken on a flattop is the only step that needs to be done from start to finish onsite. The program takes the mystery out of Indian food and allows it to be executed at a high level with low labor.
The menu is served Chipotle-style, where the ingredients are set up on an assembly line and diners customize their bowl or wrap. They start with basmati rice and move onto proteins: Chicken, spicy chicken, paneer, and tofu. That’s followed by the four masalas mentioned above and four sauces: Choolaah ranch, mint yogurt, spicy mango, and sweet tango. Toppings include romaine lettuce, fire roasted corn, diced onions, pickled onions, and chopped serrano peppers, along with a choice of three hot sauces varying in intensity.
Sides are part of the package, too. There are samosas and naan, as well as five globally accented beverages: Hot chai, chilled chai, mango lassi, mint ginger lemonade, and mango lemonade.
From footprint to fast casual
“Choolaah” is actually derived from the Hindi word “chulha,” a tandoor clay oven traditionally used to bake Indian breads like naan and roti and cook meats, said Sethi. [Hence the word “BBQ” in Choolaah’s full name.]
“In the old days, there used to be community ovens where families would gather to exchange news and break bread together,” she added. While the larger streetside restaurants are anchored by tandoors, they are not present at campus locations. But that spirit of community is present in the brand’s focus on hospitality.
There currently are seven restaurants in streetside locations. | Photo courtesy of Choolaah Indian BBQ
The units in college dining facilities can be set up in flexible spaces measuring 300-1,000 square feet. Campuses including Kent State and Cleveland State in Ohio, Virginia Tech in Blacksburg, Virginia, and Emory University in Atlanta have built out fast casuals inside dining halls. The retail menu is pared down slightly for these smaller units.
There are currently 34 nontraditional Choolaah locations open as well as seven restaurant locations across Ohio, Pennsylvania, and Virginia. The retail fast casuals are all corporate-owned and operated by Wholesome International, headed by Raji Sankar and Randhir Sethi, cofounders and co-CEOs.
For both retail and nontraditional units, Choolaah provides onsite and virtual training support and a full training curriculum. And every location is guided by the company’s slogan “Life is too short to eat boring.”
This story has been updated to reflect more recent information.
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