Mumbai : Chinese Wok, India’s leading Desi Chinese QSR brand, has unveiled a redesigned dine-in menu informed by extensive consumer insights aimed at sharper pricing, faster ordering, and a bolder product focus. Through a combination of deep consumer immersion and AI-powered behavioural analytics, the brand identified that guests were spending considerable time navigating an overly extensive menu often resulting in decision fatigue. The new two-page format simplifies earlier offerings of over 100 items and 1,000 possible combinations into a sharper, more intuitive structure. With 12 customisable value combos starting at ₹199 offering up to 40% savings and popular staples like the ₹99 Super Bowl, the new menu reduces ordering time by nearly 35%, while improving accessibility, affordability, and in-store efficiency. This redesign reflects Chinese Wok’s continued focus on elevating the consumer experience while staying agile and data-led in a dynamic QSR market.
“We noticed a pattern customers were increasingly defaulting to à la carte orders, which often led to unplanned spends and slower decision-making. Our trials during Sunday and Wednesday offers proved that the right pricing and packaging could shift this behaviour significantly. The new menu is a direct response to those insights — designed to simplify choices, accelerate order time, and drive higher combo adoption. It’s about making indulgence easier, while strengthening dine-in efficiency and profitability. At its heart, this move is about making Desi Chinese dining more accessible, crave-worthy, and social,” said Aayush Madhusudan Agrawal, Founder and Director, Lenexis Foodworks.
Hero products such as the Kurkure Momos and Desi Chowmein now take centre stage, a nod to the brand’s ongoing innovation and willingness to scale what clicks. Complementing the strategic menu revamp are refreshed store interiors featuring bolder colour cues, striking new graphics, upgraded furniture and lighting, curated music, and even AR-led digital interactions — all designed to create a vibrant, social, and immersive dine-in atmosphere. Together, these changes are part of a larger push to strengthen the in-store experience and accelerate its growth to match the brand’s rapid online success.
The rollout comes at a pivotal moment in Chinese Wok’s 10-year journey. With over 235 stores and a COCO-led model ensuring consistent quality, the brand is charting an ambitious path to ₹1000 crore. This menu transformation, backed by insights and strong early response, is expected to be a key driver of that trajectory.
As a proudly homegrown QSR, Chinese Wok continues to set benchmarks for how Indian-style Chinese cuisine can scale with consistency, creativity, and consumer love at its core—cementing its place at the forefront of the next wave in Indian food retail.
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