The outlet follows the QSR business model of the DCK brand. Deepak Chandhok, Chairman of DCK Co., commented, "Our aim is to provide a tasty, filling and Indian alternative to junk food. Something that is fresh and healthy, food that your mother would recommend. That is part of our philosophy- moms being proud of what we cook". The menu, reflective of this, is exclusively North Indian, hosting kebabs, rolls and dishes like Chicken Chatkara and Paneer Adrak Hara Dhaniya.
The pricing is competitive, keeping the youth demographic in mind, with a meal for two costing about Rs. 500. Also in line with this market strategy is DCK's aggressive expansion plan. Says Chandhok- "We aim to have 20 operational outlets in Delhi by the end of the calendar year as Phase 1 of our pan-India plan."
In a rapidly westernizing landscape, DCK offers a viable Indian alternative. While there are inherent challenges in competing with Western counterparts, most notably Indian food not being as delivery-friendly as a pizza or french fries, DCK has leveled the playing field with a 45-minutes-or-