Curry Up Now: Revolutionizing Indian Street Food in the Fast-Casual Space

Curry Up Now is a dynamic fast-casual brand that brings a creative take on Indian street food. Launched in 2009 as a single food truck in Burlingame, California, it was founded by Akash and Rana Kapoor.

The concept quickly gained traction, leading to the opening of the first brick-and-mortar restaurant in San Mateo in 2011, followed by expansions into cities like Palo Alto, San Francisco, San Jose, Oakland, and Alameda.

Headquartered in California, Curry Up Now has since broadened its reach by offering franchise opportunities across the United States. Today, the brand operates a growing number of locations, including in Hoboken, New Jersey; Sacramento, California; Decatur, Georgia; Fort Union, Utah; and Irvine, California.

Known for its creative menu, Curry Up Now serves up inventive interpretations of Indian street food classics. Favorites such as tikka masala burritos and naughty naan showcase the brand’s ability to fuse authentic Indian flavors with a contemporary fast-casual dining experience. This unique approach has helped Curry Up Now attract a diverse customer base looking for both traditional tastes and modern twists.

Training

Curry Up Now provides structured training programs for its franchisees to ensure effective restaurant operations. The training programs are outlined as follows:

1. HQ Initial Training Program
   Franchisees and up to three key staff members must attend an HQ Initial Training Program conducted at the franchisor’s headquarters. This program covers restaurant operations, customer service, product preparation, and management techniques required to run a Curry Up Now restaurant.
2. Bar Training and Consulting (for Larger Restaurants)
   For franchisees operating larger Curry Up Now locations that include the “Mortar & Pestle” cocktail bar, there is an additional mandatory Bar Training and Consulting Program. This training, provided by designated consultants, includes drink mixing, serving etiquette, and cocktail technique instruction.
3. Bookkeeping Training and System Setup
   Franchisees must use a designated third-party bookkeeping service, One Point Accounting, throughout the operation of the franchise. Training is provided to ensure franchisees and their managers can properly manage financial reporting, with mandatory monthly disclosures to Curry Up Now.

Territory Protection

Curry Up Now does not guarantee exclusive territory protection to its franchisees. While each franchise agreement typically defines a specific area in which the franchisee is allowed to operate and market, the franchisor reserves the right to open other locations, whether company-owned or franchised, and to sell through other channels, even within that defined territory.

This means franchisees may face competition from other Curry Up Now outlets or other distribution methods authorized by the franchisor. Franchisees of Curry Up Now are limited in their marketing and operations to their assigned area, but they must understand that their rights are not fully exclusive.