The legendary football player turned serial angel investor added that Curry Up Now does a good job of knowing what its brand stands for; as a fund, they want to build on the awareness.
“We were impressed by how much Curry Up Now's founders focused on their quality food,” Montana said in an email to QSR. “For our startup investments we focus on companies with great product and similarly we saw how the Curry Up Now team was taking a similar approach to their core product—their food.”
Kapoor says Curry Up Now was formed with the idea of serving Indian food differently—moving beyond the typical naan and kabob type of experience people were used to eating. The menu includes burritos, quesadillas, tacos, sexy fries (Indian-inspired poutine), naughty naan (similar to pizza), and of course, Indian street food.
“The idea was to make everything easy to order, easy to understand,” Kapoor says. “I tell people, we didn’t want to get into the education business on what Indian food is, but present very authentic food in a somewhat different format. … At its core, the food is very authentic. Half the menu is authentic at its core and in taste and in the format, but the other half is where we have fun with the burritos and tacos and quesadillas and naughty naans and sexy fries and things like that.”
The chain’s co-founder believes Indian food hasn’t taken off in the U.S. because it hasn’t done well commercially at scale, and hasn’t quite evolved. He draws a comparison to Mediterranean food, which he says is complex, but has been simplified by brands such as Roti Modern Mediterranean, Zoës Kitchen, Cava, and Garbanzo Mediterranean Fresh. Curry Up Now tries to emulate that simplification through ease of ordering and high-quality guest service.