Pico Masala: How I Built a Restaurant Empire—Then Gave It Away for Free

A fully-built, step-by-step masterplan—from naming and branding, to interior design, viral storytelling, and a data-backed roadmap to acquisition.

Hey there!

So a while back, the owners of this upcoming grab-and-go restaurant reached out. They had leased a space but had literally nothing else—no branding, website, marketing plan, or vision for selling the concept.

They were starting from absolute scratch.

They asked me to figure it out.

So I took their blank slate and turned it into what you’ll see below—a complete end-to-end masterplan covering:

• Market Analysis (student demographics, competitor research, peak hours, customer behavior)

• Customer Personas (clearly defined, data-driven customer profiles, targeted segments, marketing strategies)

• Branding & Naming (Developed a memorable name: Pico Masala, culturally-rich logo design, visual identity, color palette, typography, and symbolism)

• Physical Space Design (multiple interior concepts for store layout and aesthetic themes, cost breakdowns, and built-in virality)

• Digital Experience (mobile-friendly website, branded app, subscription model, entire tech stack)

• Immersive Storytelling (Created an original narrative/story, multilingual fusion song & music video concept, detailed visual storytelling ideas to build emotional connection and customer loyalty

• Marketing Roadmap (strategic launch timeline, campus activations, creative campaigns like the “No Biryani for B’s” GPA guarantee, and other high-impact marketing campaigns)

• Scalable Business Model (subscription strategy, expansion plans, clear exit strategy)

• Additional Revenue Ideas (international snacks, fusion drinks, future market expansions)

It’s detailed, honestly, maybe too detailed, but I wanted to write down everything needed to make this a standout business that people actually care about, remember, and talk about.

Well, in the end, we didn’t move forward working together. But that’s okay! I had a ton of fun working on this project, and since I genuinely enjoyed creating it, I thought, why not share it with the world?

So, here it is.

If you’re working on your own business and feel like it could use more personality, a clearer vision, or just needs to be more exciting so it actually sells, reach out, maybe we can work together.

Or honestly, if you just want to steal some ideas from here, go right ahead, the name, the branding, whatever you like.

And finally, if this whole Pico Masala idea grabs you and you’re thinking, “Wow, someone should seriously make this happen,” well, also happy to help.

Anyway, enjoy!

Two friends of mine made a podcast episode about this masterplan. You can listen to it here.

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THE PICO MASALA MASTERPLAN

by Juan David Campolargo

First Indian‑Latino fast‑casual grab‑and‑go concept in Champaign‑Urbana, built to dominate the 59 K‑student UIUC ecosystem with a data‑validated, subscription‑driven model.

0 · Table of contents

① Overview

② Name

③ Design Identity

④ Physical

⑤ Digital

⑥ Timeline

⑦ Working Together

⑧ Conclusion

⑨ Appendix

Who am I?

During my time at UIUC, I’ve learned a thing or two about how to get people to care about whatever it is you’re doing after hosting events with hundreds of people, creating the largest college talk show in the country, and launching projects such as Curiosity @ Illinois (Over 500,000 impressions in the first week and getting called to a meeting the engineering dean 😳) and UIUCFreeFood (Over 10 Million impressions since its creation).

Oh, and even selling boba (with a bunch of friends) and making nearly a 3× cash-on-cash return (≈ 162 % ROI).

I doubt there’s anyone at UIUC who knows as much as I do about the way the campus works, because I didn’t just go there, I really tested the limit of campus with every project.

My unfair advantages?

• Campus Native: Four years mapping UIUC foot-traffic and student org politics; I know which RA, which dean, and which club to reach for instant reach. Also, experience working with the largest restaurants in Champaign.

• Full-Stack Operator: Engineer, copywriter, designer, coder, marketer, and someone who deeply understands the business behind it all.

• Story-Seller: I can create stories and experiences that bring people in the door, not just clicks or followers. My generation shares great experiences, not coupons, and I know how to turn that into revenue.

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1 · Overview

Pico Masala will be the first Indian‑Latino fast‑casual grab‑and‑go concept in Champaign‑Urbana, built to dominate the 59 K‑student UIUC ecosystem with a data‑validated, subscription‑driven model. We will open on Gregory Street in Urbana.

A Startup—Not Another Forgettable Food Place

Before we start, let’s make one thing clear and get on the exact same page.

The goal, as I understand it, is to build something scalable—something with the potential to quickly expand across other college campuses, and ultimately, reach for a billion-plus-dollar acquisition

To achieve this, we can’t just think like the local restaurant next door; we need to think and operate like a fast-growth startup, taking notes and learning from the biggest, most successful food franchises out there.

That was the frame of mind I had while creating this. Have that in mind—otherwise, nothing else we discuss here will really click or make sense.

Market Analysis (UIUC & Champaign‑Urbana)

A good place to start is to figure out who we’re selling to. Here are a few interesting numbers to keep in mind:

Metric (2024‑25)

• Total UIUC enrollment: 59,238 students (37,140 UG / 20,765 GR)

  • Source: las.illinois.edu

• International students: 15,376 (2nd among U.S. publics)

  • Source: blogs.illinois.edu

• Indian nationals on campus: 2,386 (top 2 cohort)

  • Source: blogs.illinois.edu

• Percentage of Indian Students: ≈ 4.0%

• Urbana‑Champaign metro population: 237,052

  • Source: censusreporter.org

• Median age metro: 32.5 yrs (skews young)

  • Source: censusreporter.org

• Avg. QSR bowl price (Midwest): $12.98

  • Source: pos.toasttab.com

• Typical fast‑casual food COGS: 28 – 32 % of net sales

  • Source: getorderly.com

• Residence Hall Meal Plan Costs:

  Residents:

  • Base (6 meals/week): $2,980.06/year

  • 12 meals + $15/week: $5,772/year

  • 10 meals + $45/week: $6,628/year

  Non-residents:

  • Base (6 meals/week): $2,980.06/year

  • 12 meals + $15/week: $6,291.48/year

  • 10 meals + $45/week: $7,224.52/year

  • Source: housing.illinois.edu

Key Insights

• High‑density, taste‑seeking audience: 18.7 % Asian, 11 % Hispanic, and a rapidly growing Indian cohort create natural demand for bold and new flavors. (datausa.io)

• Beat the Dining Hall: Better prices, and you will win. Simple as that. However, you need to hurry up and start offering now before people make their fall decisions. This would target upperclassmen mostly.

• Meal‑plan fatigue: Freshman (and other meal plan holders) skip ≥2 dining‑hall meals weekly after Week 5 and it just goes up as the semester and the year continues. Opportunity to replace with subscription options.

• Price elasticity sweet spot: National QSR benchmark shows $10.74–$12.98 acceptable for burritos/bowls. We could anchor core items at $11.25 and nudge AOV (Average Order Value) via premium add‑ons.

• The Sleeping Giant–The Chinese Market: In 2023, UIUC had 5,554 Chinese students—the largest international group on campus, more than double the roughly 2,300 Indian students. What (and when) should we sell to Chinese students? See the last section for more thoughts on this.

Customer Personas (Data‑Driven)

Ok, but who exactly are we selling to? When we clearly define exactly who you’re selling to—so you know precisely how, when, and where to reach them.

Here are a few personas to keep in mind so you can visualize:

Rohan – 1st-year CS grad student from Mumbai

• Audience Size: ≈2,400 Indian students (57% graduate)

• Core Need: Quick meals with authentic flavors from home

• Best Channels: WhatsApp groups (Indian Students Association), QR codes at ISA events

Emily – LAS sophomore, Bio & Pre-med

• Audience Size: ≈4,800 life-science undergrads (MCB, BioEng, Chem)

• Core Need: Late-night, healthy study fuel

• Best Channels: Snapchat class-story ads (10 p.m.–1 a.m.), collaborations with Women in Pre-Health

Mrs. Garcia – Chicago parent of new Illini student

• Audience Size: ≈12,000 members in Illini parent Facebook groups

• Core Need: Confidence that her kid eats real, nutritious meals

• Best Channels: Parent Facebook/IG groups, direct mail inserts in summer welcome packets

Caleb & Maya – Young couple living three blocks east of campus

• Audience Size: ~9,500 Urbana residents within walking distance

• Core Need: Easy, healthy weekday dinners; local weekend brunch

• Best Channels: Nextdoor app, Urbana Farmers Market

Leo M. – Jazz saxophone junior, practices late-night at Music Building

• Audience Size: >700 music majors/minors

• Core Need: Convenient, late-night calories; easy to eat while practicing

• Best Channels: Ads in Music Building practice rooms

Jasmine L. – BFA Dance sophomore, Unit One/Allen Hall resident

• Audience Size: ≈650 Allen Hall arts community students

• Core Need: Vegan-friendly, macro-conscious snacks between rehearsals

• Best Channels: Allen Hall list-serv, stair-landing chalkboards

Sonia R. – MFA Scenic-Design grad, spends days in Krannert workshops

• Audience Size: ≈580 Fine & Applied Arts grad students

• Core Need: Warm grab-and-go meals, bulk orders during theater tech weeks

• Best Channels: Krannert workshop bulletin board

These personas are loosely inspired by actual people I know.

Why these?

• Market concentration: Indian nationals are the #2 international cohort on campus (behind China) and >50 % are grad students with stipends. They’re already accustomed to family-style meal tiffins back home — subscription model feels familiar.

• Time-scarcity segments (Emily): Bio-pre-med and CS report the longest study hours in UIUC’s Student Experience Survey; they over-index on food-delivery spend after 10 p.m.

• Parents control wallets: 73 % of undergrads are Illinois residents, but the cheque-signers live statewide (and abroad). Illinois Admissions says 27 % of undergrads are non-IL, meaning 8,900+ families are already paying out-of-state tuition; upselling them an extra $1,500-$2,000/year for “food insurance” is a low-friction ask.

• Artsy People: Here’s a really interesting opportunity. These students are seriously underserved, especially around Gregory Street, which has a high concentration of creative types but lacks exciting food options. They're hungry not just for food, but for an experience. Let's give them a place that matches their creativity with something fresh and memorable, and different. This area is a goldmine waiting to be tapped, as Green St is way too far for them.

Competitive Landscape (2‑mi radius)

Competition sucks. If possible, it’s better not to compete. The best way to not compete is to do (and define) what you’re doing in such a way that you have no competition. No competition = only one in the market. Only one in the market, more money.

The other way to avoid competition is to be unique and to develop your own unique identity. You know you’re being successful when other competitors start copying you.

Who are we competing with? And who will we beat, not by little, but by a lot?

• Chipotle (Green St.)

  • Cuisine: Tex‑Mex

  • Format: Assembly line

  • Avg. Ticket: $12.10

  • Weak Spot: No late‑night; no Indian flavors

• Sakanaya Ramen

  • Cuisine: Japanese

  • Format: Full service

  • Avg. Ticket: $18.00

  • Weak Spot: Long waits; not grab‑and‑go

• Himalayan Chimney

  • Cuisine: Indian

  • Format: Sit‑down

  • Avg. Ticket: $22.00

  • Weak Spot: Far from campus; slow lunch

• Mia Za’s

  • Cuisine: Pizza/Pasta

  • Format: To-go / sit down

  • Avg. Ticket: ~$16.50-$20

  • Weak Spot: Long lines, it’s pizza, so not very healthy. Limited vegetarian options.

• Shawarma Joint

  • Cuisine: Middle Eastern

  • Format: To-go / sit down

  • Avg. Ticket: $15-20

  • Weak Spot: Big portions so people pay happily. It’s big, so that means they eat it for lunch and dinner/next day lunch

• Signature Grill

  • Cuisine: Indian

  • Format: Sit-down/to-go

  • Avg. Ticket: $15-$20

  • Weak Spot: Indian Chipotle: You make your own bowl. Variety of drinks like Mango Lassi and more.

• Various Food Trucks

  • Cuisine: Mexican/African/PR

  • Format: To-go

  • Avg. Ticket: ~$10-$20

  • Weak Spot: Limited options. Not always fast. Long lines. Reliability. No weekends, early mornings, or service after 4 PM.

White‑space: No operator offers the combination of Indian spice & Latin flavors. No subscription meals, and only McDonald’s, Subway, Taco Bell, and a few local Mexican places serve past 1 a.m.

That outlines the empty plate, and where we can serve something new.

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2 · Name

We Need a Better One

How much does a name really matter in business, or even as a person?

Honestly, it's hard to say exactly, but here's the thing: a powerful name gives you confidence, makes people take notice, and gets them talking.

A good name is your first chance at grabbing attention, telling a story, and making people feel something. So don't underestimate it, because the right name could literally make or break the entire business (or your whole life—I once knew a guy named Jack Mehoff... his parents clearly didn’t love him).

This brings us to [redacted]¹. It could be better. A few reasons why it doesn’t work:

• Hard to spell (students thinking: “Wait, was it with a K or a Q?”)

  • Doesn't account for the large international student population (unfamiliar or confusing for non-native speakers)

  • Doesn't consider people are increasingly skim words, spelling needs to be intuitive and effortless)

  • How do you even spell '&'—is it "and," or just an 'n'? What a nightmare!

• Easy to forget (sounds generic, feels bland)

• Doesn’t tell any story—nothing about the amazing fusion of Indian and Latin flavors, and nothing about it being a grab-and-go spot.

So, the name matters, a heck of a lot. Pick the wrong one, and you’re fighting an uphill battle from day one. Pick the right one, and you’re already halfway to winning.

Therefore, we need a new name.

Note: You guys already went through the Champaign County Health Department, so changing the name might make it tricky, but we should highly, highly consider it.

Suggestions For a New Name

Here are my guiding principles:

• Say you’re Indian without being overly Indian. (Subtlety matters.)

• Clearly indicate quick, grab-and-go freshness. (Speed and freshness implied instantly.)

• Showcase fusion of Indian and Latin cuisine. (Blend the concepts. But never ever, say it yourself. If you find yourself having to explain, you’re doing it wrong. Show, don’t tell)

• Must be easy for students to remember, spell, and share. (Effortlessly viral.)

• Must tell a story (Connect with people’s hearts. Connect with their wallets)

With that in mind, here are a few suggestions:

• Marigold: A simple, resonant name inspired by the golden marigold flower, which is cherished in both Indian and Latin American celebrations. Marigolds are used in India’s Diwali festivities as well as Mexico’s Día de Muertos altars. It evokes heritage and energy through this shared cultural symbol. It’s easy to spell and pronounce while hinting at a deeper story.

• Maya: In Sanskrit māyā connotes “magic” or “illusion,” the idea of a hidden reality beyond what we see: It’s also the name of the ancient Maya civilization of Latin America. Maya feels warm and familiar as a simple two-syllable name, yet it carries a mystical undertone. The name hints at depth and story without explicitly stating either culture.

• Pico Masala - This one's easy—it's literally flavor fusion in two words. Everyone knows Pico from pico de gallo, fresh and bright, the superstar topping from Chipotle. And Masala? That's India's flavor—warm spices, bold tastes, total comfort. Smash them together and you get Pico Masala, a name so catchy that students won't just remember it, they'll actually talk about it.

  • Imagine someone saying, "Yo, let's hit Pico Masala!" It instantly says quick, fresh grab-and-go, but also promises something different, tasty, and fun. No explanations needed. The story's right there in the name: two worlds meeting up, hanging out, and creating something completely new and delicious.

And here are a few more:

• Tamarindo Tandoor: Sweet-tangy Latin street drink pairs with India’s fiery clay oven; alliteration makes it stick.

• Lucha Lassi: Mexican wrestling flamboyance collides with cooling yogurt lassi – bold, memorable, meme-ready.

• Mirchi Mango: Mirchi (chili) and the quintessential mango; hot-sweet intrigue in two syllables each. Mango is such an important thing for both cultures. More suitable for desserts, so maybe for expansions, or a sister franchise.

• Roti Rumba: Staple flatbread twirls with a tropical dance beat; suggests handheld eats and lively party.

• Chutney Fresco (freshness implied, easy pronunciation, clear Indian-Latin hint). I have an idea for another concept related to Chutney. Who doesn’t love Chutney????

• Roti Fiesta: bar-style hangout spot with quick Indian food.

• Wrapido: wraps, rapid service, clear fusion-friendly vibe

• Sabor Spice: "Flavor Spice" in Spanish-English combo—clear, punchy fusion

• NaanStop: playful pun, clearly quick and grab-and-go

• Rumba Masala: Disco???²

• Desi Desierto: Desi (home-grown South Asian) and desierto (desert) – nomad-meets-diaspora chic. Desi-erto could work too.

• Jaggery Jaguar: Indian cane sugar + the Latin American apex cat; sweet but ferocious brand promise.

• Chalo Sabroso: Chalo (“let’s go!” in Hindi) + sabroso (“flavor-packed” in Spanish). Reads like a rally cry—“Let’s roll toward big flavor!”—and hints at an energetic, spice-forward menu without spelling out “fusion.”

• Beta Bodega: Beta (“dear one”/“kiddo”) meets the Latin-American corner store. Feels warm, familiar, and a bit cheeky—“Your neighborhood grab-and-go, run by someone who calls you beta.” Perfect for late-night snack runs.

• Samobrosa (samaso + sabrosa): Samosa!

I created each of these name ideas to be memorable and meaningful. They don't explicitly shout “Indian” or “Latin,” but each one carries a story or symbolism that reflects the fusion. Most importantly, these names are designed to show rather than tell. To evoke a reaction, curiosity, and a vibe that's perfect for a youthful and savvy audience.

Pico Masala

I suggest we move forward with Pico Masala. It’s my favorite, and here’s why:

• Pico: Instantly recognizable from pico de gallo, fresh, vibrant, and clearly Latin-inspired.

• Masala: Everyone immediately thinks flavorful, bold, and Indian.

Both words are short, punchy, and perfect for that quick, grab-and-go vibe we want. It’s catchy, super easy to remember, and students will love sharing it.

So let’s go with Pico Masala—it tells our story perfectly, and it’s ready to spread fast. Even better, the trademark, domain names, and social handles are all wide open and easy to claim.

Moving forward, I will use Pico Masala to continue telling the story of what the business could be.

Storytelling

Whichever name we pick (in this case, Pico Masala), it’s important to script a 30-second origin reel (why the two words belong together) so staff and customers retell it on day one.

People don’t just buy products—they buy stories. When someone orders a meal, we want them to feel they’re joining a journey, becoming part of something bigger than just lunch or dinner.

So, below, you will find the origin story of Pico Masala. The story is based on historical facts with a little sprinkle of the magical realism that Latin American literature is known for, with the sensory-rich storytelling traditions of classic Indian epics and folklore.

The story is designed to feel real and to hook you from the beginning. Highly specific details with the universality of emotions of hope, love, and dreams. It’s also designed to be in the restaurant on a wall that people can read, take pictures, and wander (more on interior design below).

Having a story about where you came from and where you’re going helps us sell, but also inspires us where we’re headed next. It’s a way of grounding us.

Pico Masala shouldn't feel like a typical modern, soulless minimalist spot.

Restaurants should feel and look like a movie set because when customers walk through our doors to pick up their food, they’ll enter a whole new world that feels more like a Disney ride³ than a place to pick up their food.

People want uniqueness and stories. Let’s give it to them. Again, this isn’t more expensive nor complicated. It takes the desire to actually do it. But why should you do it? To increase your likelihood of success (and make more money).

Pico Masala – “One Bite, Two Hearts”

(A century-long love-crash rooted in real ports, real ships, and a sprinkle of wonder.)

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ACT I — The Collision in Cartagena

Cartagena de Indias, 12 April 1924

Cast & Setting

• Ravi Kavitha – 24-year-old Tamil wireless operator aboard the RMS Magdalena, a Royal Mail Steam Packet liner that called at Cartagena on its monthly Liverpool–West Indies route.¹ His job: log incoming cargo (spices from Cochin, Ceylon tea, Manchester cotton) before the ship transits the Panama Canal.

• Isabel “Isa” Hoyos – 19-year-old Colombian poet-vendor paying for night classes by ladling her family’s pico picante (tomato, purple onion, mango, ají dulce) to stevedores on Muelle de los Pegasos.
  

The Spark

• A pelican misjudges a dive for mullet, smashes a fish crate. Ravi, racing to help, topples a sack of green cardamom into Isa’s salsa bowl.

• Crimson pulp swirls with gold dust; the air smells like a carnival and a monsoon at once. A dockworker tastes, throws his cap in the air, and bellows: “¡Eso es puro pico masala!” The phrase is born—the first time anyone utters those two words together.

• Ravi, shaken and spellbound, scribbles on Isa’s pocket notebook, folds the still-wet page around the recipe:
  
  “One bite, two hearts. Find me where the prairie meets the sky.”
  
  The Magdalena’s whistle calls him back. The liner steams north at dusk, its brass Morse key tapping unanswered messages into the Caribbean night.
  

ACT II — Echoes Across Two Oceans (1925-1932)

1925–27

• Ravi Kavitha: Continues Royal Mail service: Kingston → Veracruz → New Orleans. Keeps the torn notebook corner pressed inside a Morse code handbook.

• Isabel Hoyos: Takes her pico stall on tour with a traveling theater troupe. Each evening she recites a new poem titled “One Bite, Two Hearts.”

1928

• Ravi Kavitha: Two hurricanes disrupt Caribbean mail. Ravi’s letters vanish with the steamship SS Cardeñas postal bag.

• Isabel Hoyos: During the Banana Massacre unrest, Isa hides the notebook page inside a dented Hoyos spice-tin for safekeeping.

1930

• Ravi Kavitha: Posted to the RMS Almanzora, rerouted to New York’s “Seamen’s Chapel.” Hears talk of Chicago’s upcoming Century of Progress Exposition—a fair meant to showcase “prairie sky science.”

• Isabel Hoyos: Wins a literary bursary: an invitation to read at that very exposition. The ticket bears the slogan: “Where the Prairie Meets the Sky.”

1931–32

• Ravi Kavitha: Trains in radio navigation. Buys a rail pass to Chicago the moment his Atlantic contract ends.

• Isabel Hoyos: Boards the SS Santa Marta to New Orleans, then the Illinois Central rail north—clutching the spice-tin like a reliquary.

ACT III — Reunion Beneath the Sky Ride (Chicago, 27 May 1933)

• Opening week of the Century of Progress World’s Fair. Isa’s poetry slot sits in the shadow of the brand-new Sky Ride, the 628-ft aerial tram whose press kit promises visitors “the place where prairie meets sky.”

• Ravi, now an exhibitor in the British Empire “Spices of the World” booth, hears that phrase booming from a loud-speaker. He drops a crate of cinnamon, races across the lagoon footbridge.

• Isa is finishing her poem—two final lines about cardamom lightning—when she spots the spiral spice-map Ravi has tattooed on his forearm as a mnemonic.

• They collide again, this time under steel cables thrumming over Lake Michigan. Isa pulls the stained notebook leaf from her tin; Ravi unfurls its twin from his codebook. Pages match like mirror halves of a storm.
  

That night they borrow a midnight bakery in the fairgrounds’ livestock annex, recreate the salsa, now with Illinois sweet-corn kernels and a hint of Great Lakes perch roe. By dawn the Chicago Tribune runs a banner:

“NEW TASTE SHOCK AT THE FAIR – PICO MASALA BLENDS EAST & WEST INDIES”

• Fair officials grant them a vacant street-railcar shell as a pop-up kitchen. Lines curl past General Motors’ pavilion; jazz bands improvise a riff called “The Pico Two-Step.

• When the exposition closes, Ravi and Isa refuse to part. They purchase a decommissioned grain silo along U.S. Route 45—mile after mile of flat horizon—convinced this is the eternal meeting of prairie and sky invoked in Ravi’s note.
  
  

Legacy

1. 1936 – The Prairie Spice-Kit: mail-order tins packed in Chicago, advertised in Sears Roebuck catalogs as “Pico Masala.”

2. 1938 – The Traveling Rail-Cart: a refurbished interurban trolley serving college towns and whistle-stop depots from Champaign to Baton Rouge.

3. 1950s onward: Truckers swear Pico’s heat keeps them alert on Route 66; poets claim its sweetness mends heartbreak. Wherever horizons stretch long and young appetites gather, a Pico cart eventually appears.

Coming Soon

PICO MASALA: One Bite, Two Hearts.

Watch here:

What did you just see and hear?

It’s a multilingual Latin-Bollywood fusion song, combining English primarily with touches of Spanish, Hindi, Gujarati, and Tamil. It has the goal of capturing the magical, romantic, and historical spirit of "Pico Masala – One Bite, Two Hearts."

Pico Masala Song

(English)
One night, one moment, two worlds collide,
In Cartagena, under starry skies,
Cardamom breeze, tomato dreams,
Destiny’s stirred in mango streams.


(Spanish)
Un pelícano cae, destino en acción,
Cardamomo en salsa, dulce emoción,
Pico picante, sabroso sentir,
“¡Pico Masala!” se empieza a decir.

[Chorus]
(English & Spanish)
One bite, two hearts, sabrosura,
Ek pal, dos almas, pura locura,
Un siglo juntos, spice and sabor,
Pico Masala, amor sin fronteras, amor.


[Verse 2 - Tamil & English]
(Tamil)கடலோர காதல் (Kadalora kaadhal), shores of desire,
சுவையில் சங்கமம் (Suvaiyil sangamam), love catches fire,
(English)On waves he sailed, Morse codes he tapped,
Every heartbeat, longing mapped.

[Bridge - Hindi & Gujarati]
(Hindi)दिल में उमंगें (Dil mein umangein), sparks ignite,
(Gujarati) મીઠા સ્મરણો (Meetha smarano), memories bright,
(English) Notebook pieces torn apart,
Poetry calling heart to heart.


[Chorus] (English & Spanish)
One bite, two hearts, sabrosura,
Ek pal, dos almas, pura locura,
Un siglo juntos, spice and sabor,
Pico Masala, amor sin fronteras, amor.

[Verse 3 - Multilingual Reunion]
(English)Chicago sky, fairground flair,
Prairie meets horizon there,
(Spanish)Poema recitado bajo el sol,
(Hindi)फिर मिलेंगे (Phir milenge), love made whole.

[Tamil & Gujarati Refrain]
(Tamil)மீண்டும் சந்திப்பு (Meendum santhippu), reunited,
(Gujarati)હવે આકાશની નીચે (Have aakashni niche), delighted,


[Final Chorus - Mixed Languages]
One bite, two hearts, sabrosura,
Ek pal, dos almas, pura locura,
Un siglo juntos, spice and sabor,
Pico Masala, amor sin fronteras, amor.


[Outro]
(English - softly)
Where prairie meets sky, our story began,
A love crash eternal, in spice and sand,
From Cartagena to Chicago’s embrace,
One bite, two hearts, forever tastes.

Why? Why? Why?

Why did I spend all this time creating the story (and video, and song)?

So, we can clearly picture it!!!

Your goal is to make money. And how do you make more money? By just saying you’re a grab-and-go spot, that your food is tasty, fresh, or tastes like home? No shit. Everyone says that same generic stuff. It’s gotten to the point where those words mean absolutely nothing, especially to consumers.

You don't even have to personally love the name, the story, the song, or the video to recognize it’s different, memorable, and attention-grabbing. It's a story, and humans are hardwired to be drawn to stories. We all know that’s true.

Think about Portillo’s—you walk in, and it's all neon lights, vintage posters, and bustling energy; you instantly feel like you've stepped into old-school Chicago. Or Raising Cane’s—you know exactly what you're getting: crispy chicken fingers, Texas toast, and that addictive sauce that has people lining up out the door. Again, these places aren’t popular just because of their food—they create clear, vivid experiences people want to be part of.

Now ask yourself: Would you rather eat at some boring place that claims they have “homemade food” (like everyone else), or at a spot like Pico Masala that instantly sparks curiosity, blends cultures you wouldn’t expect, and feels more like stepping into a movie or a memorable adventure than just another place to grab lunch?

Exactly. The answer is obvious.

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3 · Design Identity

This all sounds great. But how do we accomplish it? Better yet, what will it look like?

Logo

Why this one? What choices did I make? They are far from random. Each detail was chosen meticulously, designed to spark curiosity.

• Peacock + Pelican: Twin mascots of India and the Colombian coast facing each other—unity without words.

• Spice-plume swirl: Ribboning Mango-Orange & Chili-Red shapes echo the fiery collision on the Cartagena dock.

• Floral + leaf bursts: Marigold star, aji leaves, and paisley-style foliage anchor both food cultures.

• Heart core: Nested hearts = “One Bite, Two Hearts” vow.

• Hand-cut letterforms: Custom serif caps echo vintage feria posters while staying modern and legible.

Palette reference

• Chili Ember #C32419

• Cardamom Gold #F7A021

• Peacock Teal #0E6D73

• Mango Rose #F45C43

• Warm Ivory #FAF4EA

Do you now understand why having a relatable and emotional story is so fundamental to the entire business?

It grounds us. It helps us say this is who we are and how we want to be known. It guides our design and the choices we make all the way through.

If at first, you dismissed the story as some artistry bullshit, I don’t blame you, but now I’d urge to go back and read it.

​Anyone can create a product—food, clothing, services, whatever it is—but very, very few can sell it well.

Can you sell your food? Probably. No doubt you can get customers.

But how are we going to scale into a billion-dollar company? Not with a cheap, generic design. Not by just telling people it’s a grab-and-go. Not with just “good” food. To hit that next level, you need more. You have to do more.

We've all been to shitty restaurants with mediocre food, or maybe you’ve gotten weirdly addicted to overpriced coffee places. Why? Because somehow, we're unconsciously drawn in by a story, an identity, or a vibe we can't even fully explain. I bet you've never stopped to really ask yourself why certain places pull you in while others don't.

Well, part of the answer lies in what I’m telling you right now.

What will pull people to Pico Masala? The story, the energy, and the design. And sure, the food, too.

For Pico Masala, the test is simple:

If a student can walk past your storefront and, without a single word of copy, feel Cartagena heat, Indian spice, and Chicago promise all at once—we nailed it.

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4 · Physical

Store

The goal is to give the brand a “story of origin” that feels larger than just the menu. The space must feel like a fusion in its own right without explicitly telling you. But it can’t just be in the food, it has to be in the very atmosphere of the place.

This means we need to combine cultural aesthetics (from textiles to tiles to art) and use architecture and decor to tell a cohesive story. This is how we transform a basic grab-and-go spot into a must-visit destination.

That’s also how you achieve a brand name, narrative, and design that is unforgettable for Urbana-Champaign students.

I will give you a few ideas now.

Design

When I think of the storefront, this is what I think of. There are hints of the story, and it makes people curious. Enter the crash? One Bite. Two Hearts?

What does this all mean? Step inside Pico Masala and you'll immediately feel it. Even better, customers will naturally start talking about the restaurant, sharing the story with their friends, and effortlessly creating brand awareness without even realizing they're doing it.

When I picture Pico Masala, this is exactly what I envision. Sure, some small details might be different—the exact style of the door, the placement of things—but the essence, the soul of it, remains the same. Imagine stepping in and instantly seeing the vibrant rickshaw serving up fresh arepas, the sleek grab-and-go coolers, and immediately feeling you're in a totally different space, somewhere unique. There's genuinely nothing else like this—not in this town, and probably not even in the entire state.

Pico Masala already has built-in virality. Everything from the aesthetics to the vibe is designed to be shared. People won't just like it; they'll feel compelled to talk about it, post about it, and spread it around. The goal is simple: create something so irresistibly shareable that our customers become our most powerful marketing tool, spreading Pico Masala far and wide without even realizing they're doing it.

I didn’t arrive at this concept at first; I tested more than ten other concepts before I arrived at this one. Therefore, I will share a few other designs below.

Fusion Street Art & Folk Decor

In Indian roadside dhabas, walls often feature hand-painted signs, truck slogans, and vibrant village scenes; in Latin America, you find colorful graffiti, sugar skulls, and folkloric patterns.

What happens when you blend the two?

In short, we want the space to tell a story on its walls so it encourages customers to discover little details each time they visit.

Symbolic Accents & Materials

Sierra Madre Taquería in Spain used suspended wooden lattice volumes on the ceiling to define space and create a sense of openness in a small footprint. We can do something similar: perhaps a lattice partition that looks like Indian jali but painted in bold Mexican colors, creating cozy nooks without closing off the room.

Small altar or shrine-like displays could add character, perhaps a corner with candles, marigold garlands, and photos or artwork honoring icons from both cultures (imagine Frida Kahlo and Gandhi painted in the same frame. They also communicate story: a design element like a pathway of marigold flowers painted or inlaid on the floor from the door to the counter can symbolically “guide” guests (just as marigolds guide spirits in Día de Muertos and welcome guests in Indian tradition.

Frida Kahlo wouldn’t be the best example. But maybe Simón Bolívar would be more fitting, or some other interesting person like Jorge Luis Borges, or maybe another important historical person.

Modern Urban Chic with Cultural Twists

What usually happens in fusion concepts is an “ethnic overload.” Too much, too soon.

What if we tried a contemporary style with subtle cultural cues?

To inject personality, we could add a few statement pieces: maybe a neon sign in Hindi or Spanish script (or both) with a fun slogan. Picture a neon sign that reads “Sabor y Masala” in a cool font – it doesn’t literally say “Latin” or “India” but hints at flavor (“sabor”) and spice (“masala”), instantly telling a savvy student that this place is about mixing things up.

Lighting can further set the mood: exposed Edison bulbs for industrial chic, or colored LED strips that can change the ambience for special theme nights (e.g., a Bollywood music night might wash the walls in pink and purple lights).

One real-world parallel is Superkhana International in Chicago – an Indian fusion restaurant that opts for a “fun modern” design. Its interior, designed by Charles Vinz, uses light woods, pops of bright color, and even neon signage to nod to Bollywood in a not over-the-top way.

Storytelling through Layout & Decor

Even in a grab-and-go format, we can turn the visit into a mini cultural journey. Use the small size to your advantage by creating a themed zone concept. For instance, one corner could be the “Latin cantina” corner with high stools, a Diego Rivera print or a Lotería card collage on the wall, and another corner could be the “Indian chai stall” nook with a wooden bench, a painted advertisement for chai or a vintage Bollywood poster. These micro-environments let guests “choose their adventure” or at least recognize the dual influences.

Glory Hole

(Warning: seriously, don't look it up.)

This idea might seem a bit controversial.

But…that’s exactly why it could work. It’s bold, attention-grabbing, and definitely not boring.

Here's the main insight: People increasingly don’t want to interact with each other face-to-face. Let's lean into that, fully embrace it. Create a space that's explicitly okay to not talk to anyone.

Imagine a unique seating arrangement that makes it completely comfortable and acceptable to dine solo. Quick pickup options, easy in-and-out setups, or comfortable spots for individuals who prefer minimal interaction.

Not sure you're ready for something quite this bold? We could pilot it during Diwali or Día de los Muertos—test it for a limited time and see how people respond. Add a touch of creative fun by letting customers write and draw on the walls with markers. It's a conversation piece that ironically supports not needing to actually talk to anyone.

The common thread in all successful concepts

I thought I might give you some real-world design examples so we can have an idea of what is possible and also get inspiration.

Sierra Madre Taquería’s bold use of color and form in just ~1000 sq ft. Similarly, Piraña in London’s Balham (a South American-Asian fusion bar) uses Amazonian jungle motifs in a tight space to transport guests, and in New York, tiny eateries like Coppelia (a Cuban diner) use neon signs and retro colors to create a 24/7 hangout

Closer to our theme, Chicago’s Mirra restaurant (Indian-Mexican fusion) has drawn on a historical narrative (the story of Mirra, the kidnapped girl from India who was taken to Mexico) not just in name but in menu storytelling (read more here).

The common thread in all successful small-format designs is attention to detail and a strong point of view. Whether it’s a wall of vibrant art or a single dramatic piece (like a mural of a half-sun-half-moon face, one side styled like an Aztec sun god and the other like an Indian deity, representing the unity theme), the design should make a bold statement about the brand’s identity.

The space should feel like a fusion in its own right, not just in the food, but in its very atmosphere. By combining cultural aesthetics (from textiles to tiles to art) and by using architecture and decor to tell a cohesive story, we transform a basic grab-and-go spot into a must-visit destination.

Again, we’re selling more than a meal, and with a coherent brand name, narrative, and design, we will ensure the concept is unforgettable for Urbana-Champaign students looking for both flavor and inspiration.

Implementation

But how will we do this? Will this be expensive?

We’re thinking long-term and want to make sure this thing is as successful as possible.

Well, it’s easier than you think. And these are the approximate costs.

Everything in the photo can be knocked together with four elements:

1. Full-wall peel-&-stick mural (no rollers, zero VOC)

2. Statement tuk-tuk (rickshaw shell)

3. Custom 3 × 10 ft runner (logo / floral pattern)

4. Ceiling fiesta kit (lights + lanterns + sombrero + papel picado)

Cost Breakdown & Item List:

• Self-adhesive wall wrap

  Custom-printed, matte fabric, 48” panels

  Vendor: bigmediaprinting.com, “economy film” ($3.50/sq ft)

  Quantity: 300 sq ft

  Total: $1,050

• Optional professional installation

  Vendor: chicagosignsandgraphics.com, $4–5/sq ft

  Total: $1,400

• Display tuk-tuk shell (electric/rolling gear removed)

  Vendor: Alibaba FOB price $920–1,000 ea (1-set MOQ)

  Quantity: 1

  Total: $1,200

• Freight to Champaign (LCL, 400 lb)

  Vendor: Forwarder quote

  Total: $950

• Custom runner rug (3′×10′, full-color print, rubber back)

  Vendor: floormatshop.com “Clean Step” mat

  Quantity: 1

  Total: $398

• Commercial LED string lights (48 ft, 24 S14 bulbs)

  Vendor: Amazon Addlon set

  Quantity: 1

  Total: $36

• Multicolor paper lantern set (12 pcs, 8-inch)

  Vendor: Amazon

  Quantity: 1

  Total: $10

• Papel picado banners (3 × 15 ft, plastic)

  Vendor: Amazon

  Quantity: 1

  Total: $6

• 24” woven sombrero (ceiling focal)

  Vendor: Etsy

  Quantity: 1

  Total: $16

• Ceiling hooks, zip-ties, extension cord

  Vendor: Lowe’s

  Total: $40

• Miscellaneous supplies (wall prep TSP, spackle, squeegee set, step-ladder rental)

  Vendor: Home Depot

  Total: $100

Lean total (DIY install): ≈ $3,806

With professional wall-wrap install: ≈ $5,206

What to keep in mind

• City permitting. Wall wrap and string lights are “decorative” — no sign or electrical permit if you’re plugging into an existing outlet.

• Order mural in 48″-wide strips. Wide panels = fewer seams → faster install, friendlier to beginners.

• Flat paint beats eggshell. If walls are already painted glossy, a quick scuff-sand helps adhesion.

• Flat-pack tuk-tuk. Ask the Alibaba vendor to pull the drivetrain and ship the body shells nested; drops freight cost by half.

• Smart plug = showtime. One Alexa-ready plug turns the whole ceiling canopy on/off at opening and closing.

Consumer Behavior

I thought I would add some thoughts on peak times and more about what to expect in the physical store.

Why does this matter? South Gregory St has been dying slowly since COVID-19. But that also means there’s a great opportunity to revitalize this area since it’s underserved.

Peak windows, you can take advantage of

09:50 & 10:50 a.m. (Central)

• Why: Back-to-back 50-minute lectures release

• Implication: One cue here captures ≥ 20% of the day’s walkers

12:20 p.m.

• Why: Lunch + recital rehearsals

• Implication: Food-truck or flyer-handout sweet spot

2:50 p.m.

• Why: Afternoon class change

• Implication: Second-largest wave; good for intercept surveys

Event nights (Th–Sa, most semesters)

• Why: Shows at Krannert

• Implication: Foot traffic stays lively until ~10:30 p.m.; useful for late-night grab-and-go

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Quick take-aways

• Pedestrians outnumber cars ~3 : 1 at Oregon and ~2 : 1 at Nevada during daytime peaks; curbside activation (A-frames, patio seating) beats drive-through ideas.

• Seasonality is real: expect a 60 % plunge in June–July and the first two weeks of January.

• Krannert nights are hidden gold—if your operation can stay open past 10 p.m., you tap traffic that competitors miss.

Two sharp crests at 09-10 a.m. and 2-3 p.m. mirror the classic 50-minute lecture schedule.

A lunch plateau keeps numbers elevated through the noon hour, especially at Oregon (Krannert/Music traffic).

After 6 p.m., counts slide but stay useful—Krannert performance nights often keep Oregon 2-3× busier than Nevada.

Overnight, all sites hover in the double digits; Gregory acts more like a neighborhood street after midnight.

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5 · Digital

Website and Customer Experience

We need a website that lets us:

• Take online orders (fast and simple)

• Facilitate operations (streamline orders, track everything smoothly)

• Sell subscriptions (weekly, monthly, yearly—flexible options)

• Show up strong on Google (easy discovery, SEO-friendly)

• Manage loyalty programs (reward our most loyal customers)

• Serve as our digital home base (tell our story, reinforce our brand)

We also need our own app so that our most loyal customers don’t even have to see our competitors on food delivery apps or Google. Within our app, we're the only option, plus we can send push notifications directly to users to boost repeat orders, announce specials, and build real loyalty.

What should we do? I’ll show you the following:

1. Website

• Deliverable: Mobile-optimized, SEO-tuned site on the restaurant’s domain; unlimited menu edits.

• Benefit: More Google traffic and commission-free ordering.

2. Direct Online & Mobile Ordering

• Deliverable: End-to-end checkout with Apple/Google Pay, saved cards, tip prompts, kitchen printing.

• Benefit: Higher AOV (Average Order Value) and zero third-party fees.

3. Branded iOS & Android App

• Deliverable: Fully branded app with push notifications and one-tap re-orders.

• Benefit: Keeps regulars off DoorDash and boosts repeat visits.

4. Points-Based Loyalty Program

• Deliverable: Earn-per-dollar points, customizable rewards, tier multipliers.

• Benefit: Turns casual buyers into VIP regulars.

5. Paid Subscriptions / Memberships

• Deliverable: Sell weekly, monthly, and yearly plans (e.g., “3-Meal-a-Week Pass,” “Monthly,” or “Yearly subscription”).

  • Platform handles:

    • Recurring billing & auto-renewals

    • Perk-unlock at checkout (discounts, free add-ons, exclusive menu items)

    • Member portal for pausing/upgrading plans

    • Usage tracking & churn reports

• Benefit: Generates predictable, upfront cash flow, locks in loyalty, and creates a premium “fan club” revenue stream.

6. Digital Gift Cards & Promo Codes

• Deliverable: Sell e-gift cards, schedule coupons, auto-issue credits.

• Benefit: Easy holiday promos & service-recovery tool.

7. Automated Email & SMS Marketing

• Deliverable: “Welcome,” “We miss you,” birthdays, abandoned cart, plus drag-and-drop blast editor.

• Benefit: Hands-free retention marketing.

8. Google-Review Booster

• Deliverable: Post-purchase prompt with smart routing of negative feedback.

• Benefit: Higher star rating and local SEO.

9. Flat-Fee Delivery Dispatch

• Deliverable: National driver network or hybrid in-house/third-party model; fixed drop fee.

• Benefit: Protects margins while offering DoorDash-level convenience.

10. Data & Analytics Dashboard

• Deliverable: Live sales, campaign ROI, repeat-rate, CLV; exportable CRM.

• Benefit: Data-driven menu, promo & staffing decisions.

11. Staff Onboarding & Ongoing Support

• Deliverable: Simple launch (within one week) and 24/7 support.

• Benefit: Quick go-live and minimal IT burden.

And the mobile app:

Marketing

Marketing is by far the most important part of this business.

You can have the absolute best food, the fastest delivery, and the cleanest operation—but none of it matters if no one knows you exist. The difference between a dead concept and a local phenomenon comes down to how clearly, loudly, and consistently you tell your story.

Sex Always Sells

When people think of marketing, they think of the how, but not the why. In general, this is how we should be thinking about how to market the business.

Every successful business taps into at least one of the seven deadly sins. A few ideas about how Pico Masala can cleverly leverage each:

• Lust: Attractive ambassadors, vibrant aesthetics, and alluring brand energy that people want to be associated with.

• Gluttony: Mouth-watering dishes that people crave repeatedly; irresistible flavors that keep customers coming back.

• Greed: Loyalty programs and special deals that make people feel they're getting more value for their money.

• Sloth: Easy, frictionless ordering through apps and quick delivery—perfect for customers who prefer convenience over effort.

• Wrath: Cleverly channel frustrations with bland dining options into marketing messages emphasizing bold, exciting flavors.

• Envy: Make Pico Masala "the place to be seen"—an experience others envy and want to emulate.

• Pride: Position Pico Masala as a status symbol—something customers proudly share and brag about to peers.

With that in mind, let’s continue.

Full Marketing Proposal

Campus Takeover: Marketing Strategies for Dominating Any University by Juan David Campolargo

However, I will add a few additional ideas.

Celebrity Appearance

Bring in Omi from 3 Idiots—a famous Bollywood actor, highly recognizable, huge appeal to Indian students. I already have his phone number and can text him to find out how much he charges. With his involvement, everyone from campus to across the U.S., especially the entire Indian community, will know about us. Bring him on for an event, for pictures with the students, and for a good time.

Most importantly, on campus, the entire Indian community will know about the store. “Oh, that place that brought Omi.” Instant.

One of us is a beloved Bollywood star who would instantly bring every Indian student on campus running to Pico Masala, and the other is Chatur from 3 Idiots.

Additional High-Impact Ideas

Pilot GPA Protection Program (aka the “No Biryani for B’s” Guarantee):
Offer to refund unused weeks of meal subscriptions if a student’s GPA dips below 3.0. It’s simple: You get good grades, or you literally get your money back. This directly ties academic success into our value proposition, making it irresistible to both students and parents.

Of course, we need to consider the primary customer base—Indian families. We know exactly what happens if your parents hear you got a B. (Hint: It rhymes with “disowned.”) With us, the only thing scarier than telling your parents about a bad grade is missing out on Pico Masala’s food. It’s motivation, Indian-parent style.

Eat smarter, study harder—or your next meal’s on us.

This is a controversial idea, which will get talked about instantly.

Brand Ambassadors:
As it was suggested already, but a good idea is to get attractive, charismatic ambassadors who turn heads and instantly capture attention. They’ll bring the Pico Masala story to life at events and tastings, making sure customers remember us and keep coming back.

Allen Hall Pop-up Tasting:
Host a tasting event at Unit One’s popular Sunday Coffeehouse. Collect student emails through QR codes, unlocking exclusive first-timer meal trials. Easy, effective, and memorable.

Tech-Week Crew Catering Pilot:
Provide Krannert Center shop managers a simple, hassle-free $400 nightly bundle for feeding tech crews. Invoice net-30 via FAA accounts, making it a seamless, recurring partnership.

Farmers-Market Stall:
Set up a minimal menu booth at Urbana Farmers Market, distributing branded punch cards to build local loyalty. Targeting even one loyal Urbana household can offset revenue losses from students leaving campus during summer break

Soft Launch with Student Organizations:
Before the grand opening, partner with relevant student groups for preview events. For example, collaborate with the Indian Students Association or South Asian clubs to cater part of one of their welcome events or cultural nights – bring sample mini dishes or bites for free.

This introduces the concept directly to your core audience and builds goodwill. Similarly, engage Hispanic student organizations or multicultural groups for an event to highlight the fusion aspect. The university has so many cultural showcases so try to be present with a food stall can create initial buzz. Word-of-mouth from these influential groups will be invaluable.

Promotions & Specials:
Price promotions can drive trial in the first weeks. Ideas include: a limited-time “Opening Week $5 Combo” for students, or “free drink with any bowl.” Also, leverage the taco Tuesday concept or other weekly specials – e.g., “Fusion Friday: upgrade your (dish) to a combo for free.”

The goal is to get students in the door to try it; even if margins are thin at first, securing repeat customers and reviews matters more. If budget allows, old-school tactics like passing out flyers or coupons on the Quad can work (college students love free or discounted food). Being part of the university’s meal plan system or accepting Illini Cash as mentioned can also remove friction for students to spend on your food.

Social Media

What social media should we use? We’ll go to where the customers are. As simple as that.

What’s the strategy there? Well, for food places, social media doesn’t matter that much. People use social media to entertain themselves, not to find places to eat.

There are more clever strategies you can use, like showing up on ChatGPT or Google.

How will social media be used? To nudge people to realize and constantly remember that we exist.

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6 · Timeline

Phase 0 · Build (Jun 3 → Jul 14)

• Brand sprint (branding, design, website, and more)

• Finish the design and install it in the store

  • Secure web domain + @handles (IG, TikTok, Threads, FB) + trademark

• Finalize menu + cost

Phase 1 · Pre‑Launch (Jul 15 → Aug 18)

Generate list, intrigue & catering inroads while the campus is quiet.

• Parent Funnel: FB + WhatsApp (“Dining halls cause 1 in 7 stomach bugs — protect your freshman”) → landing page → $100 gift‑card CTA.

• Student Buzz: 20 TikTok micro‑influencers (avg 18 K followers, $0 cost for week of meals) to tease tasting. KPI: 150 K reach, 5 % profile click‑through.

• Orientation Sampling: Tables at every key location = Thousands of bites served; capture 900 emails/Instagram follows (QR).

• Campus Event Buyers: Email + sampler boxes to 70 campus event buyers → book 10 fall catering orders

  • I noticed [redacted]. is already a certified vendor at the university. That’ll make it easier for us.

• QR “Find the Pelican” flyer across Campustown cafés & dorms – links to wait-list signup

• Soft “Rickshaw of Arepas” pop-up at Urbana Market in the Square (4 Sats)

Phase 2 · Grand Opening (Aug 19 → Aug 31)

Convert the list into day-one lines & viral shots.

• Ribbon cut with pelican + peacock mascots

  • Could even bring the mayor and all the media

• 2‑day soft open for list subscribers

  • Invite list-only

• “Free masala fries” for the first 500 people; projection: 10,000 people will find out and hear about this

• IG contest (#CrashFirstBite) → best reel wins a semester pass.

• Pitch Pico Masala angle to local media, Daily Illini, Smile Politely, and WCIA. Goal: 2 earned pieces. I’ve been featured in all of them, and know people there I can text.

• 48‑hr Snapchat/Instagram ad: $300 spend, CPM $3.85, est. 78 K views.

• Booths at: - International Student Check-In (Aug 14) - Quad Day (Aug 18)

Phase 3 · Momentum (Sep → Dec)

Sustain traffic, own late-night niche, seed expansion.

• Refer‑a‑Roommate: both get 2 free tacos; target viral K 0.8.

• Late‑Night Hero: kitchen open till 2 a.m. Thu–Sat; push Night‑Owl pass. (10 % off after 10 p.m.)

• Buy one, get one free: Offer “One Bite Two Hearts” BOGO for anyone w/ i-Card

• SEO Content: 2 keyword‑rich blogs/mo; target SERP top‑3 for “UIUC dining hall alternatives” by Jan 2026.

• Campus Events: Sponsor Volleyball halftime “Masala-Meter” spicy challenge (collect 500 emails/night).

• Catering Flywheel: Departments and more.

• Pop-ups at Engineering Career Fair & Homecoming tailgate

• Charity & PR Stunt: We’ll pick one day and for every meal we sell, we donate one to a local shelter. The media will love this.

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7 · Working Together

Growth doesn’t happen by just creating prettier logos or running louder ads, it comes from quickly having ideas and executing them like your life depended on it. Many companies have endless meetings, layers of agencies, and too many cooks in the kitchen. I fill it with a laptop in one hand, a camera in the other, and the mindset of an owner.

Think of me less as a “marketing guy” and more as a conceptual engineer: I craft the story, lay the groundwork, flip the switches, and continuously tweak until the entire machine runs smoothly. One person doing the work of five separate firms is not just rare, it’s faster, smarter, and more cost-effective. That’s why multi-billion-dollar businesses consistently prefer integrated talent over outsourcing.

Depending on your goals and budget, there are several ways we can approach this.

But here's what matters most: from what I heard, the vision behind Pico Masala isn’t about opening just one place in Urbana but creating something scalable, impactful, and worth talking about that can be implemented in multiple campuses and new markets, eventually attracting serious attention from major players to get acquired.

This isn’t a small game we're playing; it’s about going all-in to build the foundation of something that can actually get acquired. If we truly believe in the long-term potential here, the smart move is to invest accordingly from the start.

Why One Builder Beats Five Vendors

• Brand & Design. A boutique studio will invoice you $40–60 K for an identity, then toss it over the wall.

• Web & App. SaaS shops quote $25–40 K plus maintenance (source). I ship full-stack sites and ordering kiosks tied to your CRM and TikTok pixel in the same sprint.

• Growth Marketing. Agencies charge $8–12 K per month (source). I’m an always-on content engine—shoot, cut, post in 24 h.

• Ops & Tech Integration. POS resellers set up hardware for $15–20 K, then disappear. I spec, install, and optimize everything from cameras to cost dashboards.

Going the usual route costs $150-200 K before you serve a single meal—and you still need someone to stitch it all together. I am the stitch.

Investment Options

Strategic Advisor

“Give you the playbook.”

• Scope: I audit your brand, map a launch plan, outline the digital stack, and hand you a prioritized action list.

• Touchpoints: Two calls per month to review progress, unblock snags, and refine strategy.

• Who Implements: Your team (or whoever you hire). I point; you swing the hammer.

• Investment: $[redacted] per month · I will commit for 6-months.

Ideal when you have an operator on payroll but need a sharp north star.

Growth Engine (Campus-Focused Partnership)

“Half-in, half-out.”

• Scope: Final name, logo, color palette, and typography nailed down. Micro style-guide (fonts, color codes, logo spacing, do’s & don’ts). Mobile-first website on your domain, wired for direct online ordering, and tip prompts. Quad Day playbook: booth layout, permit checklist, packing list, 30-second pitch script, QR capture funnel. Two additional pop-up kits. 90-day content calendar template: posting cadence, hook prompts, and ad-set cheat sheet for Instagram/TikTok.

• Time: Up to three days of my week. I jump in for sprint fixes but step back from daily operations

• Investment: $[redacted] for the entire project

• Ideal: If you want who want a ready-to-go launch toolkit—brand, site, loyalty, and a campus marketing roadmap—delivered once, up-front, with no strings attached.

(Need an ongoing co-pilot to scale in and beyond Urbana? Jump to the Founding Partner option instead.)

Founding Partner

“All-in, own it, scale it.”

• Scope: You simply provide the resources, and I handle everything else—delivering weekly progress reports, coordinating pop-ups, overseeing store design, leading marketing and technology initiatives, and ensuring operational excellence.

  • Brand Guardianship: finalize name, logo, trademark path, packaging, uniforms, story-wall copy.

  • Digital Ecosystem: architect and launch mobile-first site, iOS/Android app, CRM, loyalty, pixel tracking, real-time dashboards.

  • Marketing Engine: daily content creation, paid ads, influencer contracts, email/SMS automations, PR outreach, pop-ups, and really everything that is needed to succeed.

  • Partnerships & Pop-Ups: secure on-campus locations, Krannert collabs, farmers-market stalls, tailgate activations.

  • Expansion: I'll model expansion strategies, craft fundraising decks, and develop the playbook for future locations.

  • Media & Fundraising: front press interviews, alumni panels, and investor meetings to propel brand credibility.

• Time: 100 % and more.

• Who Implements: I do—end-to-end ownership with zero hand-offs.

• Investment: $[redacted]

• Ideal: If you want Urbana today, three more campuses next, and a nine-figure exit on the table in five years—while sleeping at night knowing one accountable partner is steering the whole ship.

Quick lens:

• Advisor = Map in hand, you drive.

• Growth Engine = Occasional co-pilot inside campus limits.

• Founding Partner = I build the car, drive it, and plot the interstate to a billion-dollar exit.

---

8 · Conclusion, Next Steps, and Future Opportunities

• Opportunity. The foot-traffic math checks out, the competition is sleepy, and students are starving for a story-driven brand.

• Pico Masala is already more than a menu. We’ve built the story, the look, and the launch levers; all that’s left is execution speed.

• Momentum has a shelf life. Miss the August wave and meal-plan dollars lock up for another school year. Hit it, and we own the narrative from day one.

Next Steps

1. Skim the document – make sure the vision appeals to you.

2. Pick a lane – Strategic Advisor, Growth Engine, or the all-in Founding Partner

3. Green-light the start date – Let me know what you think and we’ll get started. The sooner peel-and-stick murals go up and influencers start teasing “the rickshaw on Gregory.”
   

   
   

Thanks,

Juan David Campolargo

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Appendix

A) Urbana Renaissance: Turning Gregory Street Into the Artistic Center of Central Illinois

I provide the following because, beyond creating a useful business, we need to create an environment where the success of the business is an inevitable consequence. Right now, Urbana feels like an afterthought—it's supposed to be the "University of Illinois at Urbana-Champaign," yet Champaign is where everyone goes: bars, restaurants, nightlife, and entertainment.

But that’s exactly why this is our greatest opportunity.

The main idea is that, beyond building another business, we can be more successful if we cultivate a thriving culture and a powerful new narrative that positions Urbana as the place where things happen, where there’s action, where you can go to meet people.

Gregory Street has everything we need to make this vision real: the Spurlock Museum, ISR, sororities, Allen Hall, the CRCE gym, LAR, Krannert Center, and the iconic Canopy Club.

Everyone who walks on Gregory Street is there for a reason. They’re artists headed to the Krannert Center, students living in Allen Hall or Busey because they chose to be close to their interests, international students looking for familiar places, music students going to classes at the Music Building, attendees of events at Canopy Club, or residents living in Urbana homes due to its safety. These aren’t random pedestrians—they have disposable income, specific interests, and clear destinations.

Right now, there isn’t really a place to welcome them.

Think about this: there are more students hanging out at Caffé Bene (right across the street) than in the ACES Library.

Right now, there’s no triangle, no dedicated space for artistic and social gatherings—no real center where people naturally come together, enjoy great food, and have a memorable time.

Urbana can—and should—be that artistic center. Champaign may have the polished bars and trendy eateries, but Urbana is waiting to be the palace of athe rts.

"U" comes before "C" for a reason—and Gregory Street must be the heartbeat of the university community, a place people naturally gravitate towards to spend money, attend events, and socialize.

People attend university to meet new friends, connect, and grow. If we position ourselves as the space where those connections happen, the success and profitability will follow naturally.

B) Chinese Market

We’re starting with the Indian population. But remember, the Chinese student population is the largest on campus (5,554 people, largest international cohort; ≈ 9 % of all students).

They arrive with discretionary budgets, a taste for maximalist aesthetics (think neon-lit cafés and QR-code order). Think fancy, glam, crowded, fast. They also want the American experience, so American girls and so on.

It’s not that hard to speak to that population in terms of expansion.

• Customized menu items: Introduce subtle Chinese-inspired fusion dishes (e.g., masala-infused noodles, spicy pico dumplings).

• Key cultural moments: Align marketing and promotions with major Chinese holidays (Lunar New Year, Mid-Autumn Festival).

• Localized storytelling: Create marketing tailored to WeChat, Little Red Book (Xiaohongshu), or other popular Chinese social platforms.

• Strategic timing: Launch targeted campaigns during orientation periods and major festival weeks when homesickness peaks, and students crave comfort through familiar flavors with an exciting twist.

C) Ancillary Revenue Streams

Small-ticket hooks that boost AOV (Average Order Value), build loyalty, and turn Pico Masala into the Quad’s favorite corner bodega.

1. The “Mini-Patel” Pantry

Convenience meets curiosity.

• Concept. Dedicate a 4- to 6-foot gondola rack (or wall grid) near the POS to stock hard-to-find Indian, Latin, and pan-Asian snacks—think Maggi masala noodles, Parle-G biscuits, Haldiram aloo-bhujia, Tajín chili-lime gummies, Gansito cakes, and Korean instant coffee sticks.

• Why it works.

  • Impulse margins. Packaged snacks carry 30–45 % gross margin and require zero prep labor.

  • Cultural nostalgia. International students crave a taste of home but Patel Brothers is at least 2 and half hours away by car. We become the on-foot fix.

  • Social currency. Domestic students love “weird” imports for dorm TikToks—built-in word-of-mouth. Even the dining hall started importing Japanese KitKats.

• Supplier hack. Place a standing monthly order with Patel Brothers/Raja Foods; pay wholesale + freight, then resell at a modest premium that still beats Instacart markup. If needed, I can facilitate the connection with management.

• Visual. Use clear acrylic bins with handwritten tags (“₹aspa Chips — addicting Indian Doritos”) for a street-market vibe.

2. Global Drinks Fridge

If Caffé Bene can win with Korean sodas, we can level-up with a fusion cooler.

• Staples: Thums Up cola, Jarritos guava, Chai-Matcha cold brew, Mexican Coke, Lychee Ramune, Agave-sweetened horchata in cans.

• Monthly rotation: Limited-run flavors timed to cultural holidays—mango lassi sodas for Holi, cinnamon-cacao cold brew for Día de los Muertos.

• Price psychology: Anchor most SKUs (Stock Keeping Units) at $3.49 so they feel like a “treat,” not a splurge, and bundle a drink + snack for $5 to nudge basket size.

3. Heat-and-Eat Meal Kits (Exam-Week Lifesaver)

• What. Vacuum-sealed “Midnight Masala Mac” or “Chipotle Paneer Quesadilla” kits—microwave-ready in 3 minutes.

• When. Drop the kits only during midterms and finals; scarcity drives FOMO.

• How. Prep extra proteins during normal line work, portion into 12-oz pouches, chill, slap on a funky retro sticker, and sell from a dedicated dorm-friendly fridge.

• Why. Parents get worried during finals and midterms. Let them try out our service and turn them into annual subscriptions.

D) Indian-Latin Fusion Fast-Casual Concepts: Competition, Trends & Strategy

Who can we learn from? What other concepts exist out there?

These were some of the questions I had while creating this document.

Notable examples

• Taco Mahal (New York City) – An “Indian taqueria” founded by a woman of Puerto Rican and Indian heritage. Taco Mahal turns traditional Indian curries (like chicken tikka masala) into tacos using small naan-based tortillas and fresh garnishes. The concept celebrates the founder’s mixed culture (dubbed “LAT-INDIA”) and has expanded from a tiny West Village shop to additional locations due to its popularity. The branding leans on family story and fun East-meets-West puns (e.g. “Nama-STAY for our unique take on tacos”).

• Mama Tigre (Oakton, Virginia) – This one I have visited, and it’s quite something else. It’s basically a sit-down restaurant branded as “Mexican Remixed,” created by Chef Renu Prakash. Mama Tigre presents itself as a Mexican comfort food restaurant “infused with exotic and complex spices” from India. For example, their menu features Mexican staples like fajitas, tacos, and burritos seasoned with Indian masalas and served with chutney-like salsas. The chef’s story and branding emphasize creativity and a “divine feminine spirit,” highlighting how Indian spices elevate familiar Mexican dishes. I remember I ordered an Indian Burrito, and it was amazing!

• Curry Up Now (California & multiple states) – A fast-growing fast-casual chain that started as a food truck. Curry Up Now is “Indian at heart while Californian in spirit,” famous for iconic items like the tikka masala burrito (literally Indian curry wrapped in a tortilla). Their playful menu mixes Indian street foods with American comfort hits – “your Auntie’s tikka wrapped in your Tía’s burrito,” as the founders say. They offer rice bowls, burritos, Indian chaats, and even Indian-inspired poutine (“Sexy Fries”), keeping the experience “firmly familiar to some and fantastically fun for all”. The brand identity uses bold colors and a witty tone to make Indian cuisine approachable to a broad young audience.

  • This is a really interesting example as they have raised VC money. See the next section for more.

• Tikka Bowls & Tacos (Texas & Florida) – A fast-casual concept that explicitly bills itself as Indian-Mexican fusion. Often described as “Think Chipotle, but make it Indian,” it serves customizable bowls, tacos, and burritos featuring Indian curries and grilled meats alongside toppings like pico de gallo and chutneys. For a flat price (around $10–$11), customers choose a base (tacos, bowl, burrito, or salad) and then pick proteins (like chicken tikka or paneer) and toppings. They started in Florida and have expanded into Texas, which indicates strong demand for the model. The branding emphasizes fast, fresh, and halal-friendly options, targeting both South Asian and mainstream customers with a casual, “something for everyone” vibe.

• Sivestar Indian Tacos (Austin, Texas) – A newer entrant (opened late 2024) focusing on classic Mexican formats with Indian flavors. The menu features street-style tacos, burritos, and rice bowls filled with items like lamb barbacoa with tikka sauce, curry chicken, or paneer tikka. They also offer Indian beverages like mango lassi to complement the spicy fare. Notably, Sivestar makes its tortillas in-house and to order – a show of freshness and quality. The founder, an Indian chef with decades of experience, chose a name that combines his children’s names with the Texas “Lone Star” symbol, reflecting both personal and local pride. This brand is positioning itself as a neighborhood fast-casual spot bringing Indian spice to beloved taco formats, with a family-oriented backstory.

• Cumin Club (Chicago / All US) – The Cumin Club is a Chicago-based meal service delivering authentic Indian dishes in a 5-minute meal kit format. It operates on a subscription-based model, where customers choose plans (5, 10, or 20 meals) on a weekly, biweekly, or monthly schedule. Each meal comes as a shelf-stable packet of pre-cooked, dehydrated food – no refrigeration needed. Subscribers receive their meal kits via mail (typically UPS/FedEx) in about 3–5 days, with free shipping included. Importantly, the service is extremely affordable: plans start at around $4.99 per meal, making it cheaper than takeout or even home cooking in many cases. Customers manage everything online, with the flexibility to skip, pause, or cancel at any time

What are the common threads we can learn from?

The common threads among these examples include a limited, focused menu, an assembly-line service model, and an appealing origin story. The really interesting thing is that each concept has found a way to resonate with diners by balancing authenticity and novelty, an important lesson for any new fusion brand.

Menu Structure and Operational Model

Fast-casual Indian-Latin fusion eateries typically streamline their menus to ensure quick service and efficient inventory use.

The main thing everyone seems to be doing is the mix-and-match bowl or wrap format that mirrors chains like Chipotle, but with an Indian twist. Key aspects of these menu structures and operations include:

• Core Formats (Bowls, Tacos, Wraps): Most fusion concepts center on a few versatile formats – usually a rice bowl, a burrito or wrap, and tacos (sometimes also salads or quesadillas). This allows one set of ingredients to be repackaged in multiple ways. For example, at Tikka Bowls & Tacos a single pricing model lets the guest choose between tacos, a bowl, or a burrito, all built from the same lineup of fillings and toppings. Similarly, Sivestar’s menu of tacos, burritos, and bowls draws from the same Indian-spiced proteins and sauces applied in different formats. By limiting formats, training is simpler for staff and customers can get their meal fast, whether handheld or in a bowl.

• Shared Ingredients & Smart Inventory: An efficient fusion menu uses a tight set of ingredients across dishes to reduce waste and complexity. Many Indian-Latin concepts focus on 3–5 main proteins (for instance: chicken in tikka masala or curry seasoning, a vegetarian option like paneer or chickpeas, and sometimes a beef or lamb with Indian spices). These proteins can top rice, fill a taco, or roll into a burrito. Sauces and condiments are likewise cross-utilized – e.g. a cilantro-mint chutney might double as a “salsa verde,” and a masala gravy can be drizzled in a bowl or inside a wrap. At Curry Up Now, the same tikka masala sauce that goes over rice in a bowl also stars in their burrito, and their signature chutneys are used on items from samosa bites to tacos. This approach means simpler prep and ordering: one spice mix or curry base serves many purposes, which is cost-effective and ensures consistency in flavor.

• Customization and Assembly-line Service: Like most fast-casual spots, these fusion restaurants let customers pick and customize. The operational flow is often an assembly line where you “choose your base, choose your filling, choose your toppings.” This is intuitive to college students and urban professionals already familiar with places like Chipotle or Qdoba. Chutneys Indian Grill, for instance, markets a “build your own burrito or bowl” concept with choices of rice (basmati or brown), proteins, veggies, and sauces. The result is a quick throughput and the ability for each diner to adjust spice levels or ingredients to their taste – important when balancing very bold Indian flavors with broader palates. Quick throughput is also aided by menu simplicity; limiting complex cooked-to-order dishes (many items are pre-prepared curries or grilled meats kept warm and ready to serve).

• Portion and Pricing Strategy: The fusion fast-casual model usually prices bowls and burritos in the ~$10–$15 range, offering substantial portions. For example, in Texas the standard bowl or burrito at Tikka Bowls & Tacos sells around $10.99, including choice of protein and standard toppings. This price-conscious approach is crucial for student areas, where budget-friendly meals that feel like a “deal” will attract repeat business. Some concepts also bundle combos (e.g. add naan or chips and a drink for a few extra dollars) to increase ticket size while still seeming like a value.

• Operating Hours & Speed: In college towns and cities, extended hours and quick service can be a competitive advantage. While fine-dining fusion spots stick to traditional meal times, a grab-and-go fusion eatery might stay open late to capture student traffic after evening study sessions or weekend outings. The simplified menu means faster prep, enabling throughput during busy lunch rushes or late-night spurts.

So, when we have a lean menu built on bowl/taco/wrap offerings with a handful of interchangeable fillings looks like the proven formula. It provides variety without operational bloat and ensures the concept can deliver on the grab & go service.

Branding and Identity Design Strategies

The hardest part about fusion brands is not confusing consumers. Are you Indian? Mexican? Neither? Both?

So what I’ve learned is that successful fusion brands invest in storytelling and distinctive branding to connect with customers, all of which I have explained above.

Blending cuisines is a challenge because it risks being seen as gimmicky or confusing, so you need to have a clear, relatable identity is key.

Here are strategies observed in existing brands:

• Founders’ Stories and Cultural “Mash-up” Narratives: Many Indian-Latin fusion concepts highlight the personal heritage or inspiration behind the food. Taco Mahal’s branding, for example, leans heavily into founder Danikkah Josan’s multicultural upbringing – with a Puerto Rican mother and Indian father – coining the term “Lat-India” to describe their concept. Their website and media stories emphasize how the idea was born from combining “the delicious spices of the East” with “the mouth-watering ingredients of the West” in her family’s old tradition. This narrative makes the brand feel authentic and heartfelt, rather than a corporate invention.

  • What can we learn? We can craft a backstory or mission that explains why Indian and Latin flavors are coming together – for instance, the founders’ travels, the local community’s mix of cultures, or simply a shared love for bold street foods. A meaningful story builds emotional resonance and word-of-mouth. This is what I created with Pico Masala.

• Memorable Name and Visual Identity: Great fusion brands often reflect the blend in their name, logo, or taglines. “Taco Mahal” cleverly fuses the iconic Indian Taj Mahal with the word taco – instantly signaling Indian-Mexican fusion. “Mama Tigre” combines an affectionate term (Mama) with the Spanish word for tiger, hinting at an exotic twist; their decor uses vibrant colors and tiger motifs to reinforce the theme. For us, whose goal emphasizes speed and freshness, a tagline or visual element might incorporate subtle Indian and Latin cues – for example, a logo featuring a chili pepper and a turmeric leaf, or a slogan like “Bollywood flavor, Latina flair, lightning fast.” The branding should be youthful and eye-catching to appeal to college students, using bold colors (common in both Indian and Latin design) and maybe playful graphics (e.g. a taco cartoon character doing a Bollywood dance) to create buzz.

• Tone of Voice – Playful yet Genuine: The brand voice in marketing and on social media is often fun, punny, and inviting, while still respecting the cultures involved. Curry Up Now’s tone is a great example – they use witty dish names (“Naughty Naan”, “Sexy Fries”) and cheeky copywriting (“someone had to make Indian burritos. We accept your thank you’s in advance”). This lighthearted approach attracts younger customers and makes the food feel approachable. Taco Mahal similarly invites customers to “Nama-STAY”, blending a yoga/Indian phrase with casual slang. However, the branding also needs to communicate quality and authenticity. Highlighting that recipes are developed by a skilled chef, or that spices are imported from India, can assure customers they’re getting a genuine experience and not just a novelty. Striking the right balance in tone – fun but trustworthy – will be important for the marketing.

• Cultural Elements and Inclusivity: Design elements (both interior decor and packaging) often mix motifs from both cultures: for instance, a wall mural of an elephant wearing a sombrero would be on-the-nose fusion art. Mama Tigre’s restaurant decorates with Mexican textiles alongside Indian patterns, creating a space that feels globally inspired. The idea is to celebrate both cultures equally, so neither feels secondary. In a diverse college environment, it’s wise for the brand identity to feel inclusive – not geared only toward Indians or only toward Latin cuisine fans, but something that anyone curious about world flavors would find welcoming. Using simple bilingual signs or menu item names (like “Paneer Tacos” or “Masala Salsa”) can also subtly reflect the fusion. This is another reason why Pico Masala name was chosen.

I included this so we can have more context as to what’s out there, what we can learn, and how we can do it better.

E) Exit Strategy

If the goal is an exit, what does it mean for the business now? Why now? Because if we don’t know where we’re going, how are we going to get there?

Here are a few examples to keep in mind:

Comparable Transactions & Valuation Benchmarks

Curry Up Now

• Deal Type: Series B – Aurify Brands lead ($43 m), 2021

• Units: 48 (+ 350 ghost-kitchen licenses)

• Reported Revenue: ~$55 m⁴

• Valuation: 3.6× Forward Revenue

• Subscription/Loyalty Angle: Tikka-masala burrito + cocktail & food truck licensing; no formal subscriptions

• Source: TechCrunch (02 Jun 2021); Item 19 FDD (2023)

Cooper’s Hawk

• Deal Type: Majority buyout – Ares Mgmt (est. $700 m), 2019

• Units: 45

• Reported Revenue: ~$340 m

• Valuation: ≈2.1× Revenue

• Subscription/Loyalty Angle: 600k-member Wine Club – $22-$42/month recurring

• Source: Chicago Tribune (20 Dec 2019); WineBusiness (2020)

Crumbl Cookies

• Deal Type: Minority PE stake (rumored), 2024

• Units: 980

• Reported Revenue: $1.1 bn

• Valuation: 4.2× Revenue (implied $4.6 bn valuation)

• Subscription/Loyalty Angle: Weekly rotating “drop” mechanics; in-app loyalty, no subscriptions

• Source: Bloomberg (18 Nov 2024); Franchise Times (2024 Top 400)

Sweetgreen

• Deal Type: IPO (NYSE: SG), 2021

• Units: 140

• Reported Revenue: $339 m

• Valuation: ~15× Revenue (peak day-one)

• Subscription/Loyalty Angle: App-native loyalty & O2O; no formal subscriptions

• Source: SEC S-1; CNBC (18 Nov 2021)

Portillo’s

• Deal Type: IPO (NASDAQ: PTLO), 2021

• Units: 67

• Reported Revenue: $455 m

• Valuation: 3.8× Revenue

• Subscription/Loyalty Angle: Birthday club (>1.2 m members)

• Source: SEC S-1; Restaurant Business (20 Oct 2021)

Cava

• Deal Type: IPO (NYSE: CAVA), 2023

• Units: 261

• Reported Revenue: $564 m

• Valuation: 6.9× Revenue

• Subscription/Loyalty Angle: Cava Rewards gamified loyalty

• Source: Prospectus; WSJ (15 Jun 2023)

Dutch Bros

• Deal Type: IPO (NYSE: BROS), 2021

• Units: 471

• Reported Revenue: $872 m

• Valuation: ~9× Revenue (peak week)

• Subscription/Loyalty Angle: “Dutch Rewards” digital punch-card; strong drive-thru frequency

• Source: SEC S-1; Barron’s (15 Sep 2021)

Pattern Recognition: Brands with a durable club/subscription engine (Cooper’s Hawk) or addictive weekly drop cadence (Crumbl) unlock higher certainty of revenue and trade at 4×–15× top‑line once they crack 150+ locations or >$300 m run‑rate. Earlier‑stage concepts with <100 units still clear 2–4× if they show 30 %+ store‑level margins and YOY unit growth ≥25 %.

Exit & Valuation Math for Pico Masala

Here I will make a few assumptions:

• Avg. subscription ARPU (Average Revenue Per User) $40/mo ($10/wk × 4)

  • This can be (and will likely be) much higher but I wanted to set a rather conservative number

• Walk‑in & catering adds +40 % to sub revenue (historical ratio in Indian tiffin services)

Headline Valuation Goals & Required Scale:

$50M Valuation

• Implied Revenue (at 4× multiple): $12.5M

• Annual Revenue Needed: $12.5M

• Subscribers Required (ARPU $40/mo): 26k subs (≈15% UIUC population)

• Equivalent Units: 4 stores (6,500 subs per store)

$100M Valuation

• Implied Revenue (at 4× multiple): $25M

• Annual Revenue Needed: $25M

• Subscribers Required (ARPU $40/mo): 52k subs

• Equivalent Units: 8 stores (6,500 subs per store)

$500M Valuation

• Implied Revenue (at 4× multiple): $125M

• Annual Revenue Needed: $125M

• Subscribers Required (ARPU $40/mo): 260k subs

• Equivalent Units: 40 stores (6,500 subs per store)

$1B Valuation

• Implied Revenue (at 4× multiple): $250M

• Annual Revenue Needed: $250M

• Subscribers Required (ARPU $40/mo): 520k subs

• Equivalent Units: 80 stores (6,500 subs per store)

Rule of Thumb: Each campus unit comfortably caps at around 6,500 active subscribers (18% of a typical 35k-student campus). Scaling to a $100M valuation thus requires around 8 campuses (e.g., Big Ten + Pac-12) or a mixed model of campus and urban micro-hubs.

Milestone Ladder & Capital Needs

Seed (UIUC Proof)

• Subscribers: 1,650

• Run-rate Revenue: $0.8M

• Valuation Multiple: 4×

• Paper Valuation: $3.2M

• Likely Capital Event: $1.5M seed led by food-tech angel investors

Series A (3 campuses)

• Subscribers: 6,500

• Run-rate Revenue: $4.7M

• Valuation Multiple: 4.5×

• Paper Valuation: $21M

• Likely Capital Event: $5-7M Series A (e.g., Valor, Forerunner Ventures)

Series B (10 campuses)

• Subscribers: 20,000

• Run-rate Revenue: $14.4M

• Valuation Multiple: 5×

• Paper Valuation: $72M

• Likely Capital Event: Strategic/private equity growth round

Series C (40 campuses + direct-to-consumer meal kits)

• Subscribers: 105,000

• Run-rate Revenue: $75M

• Valuation Multiple: 6×

• Paper Valuation: $450M

• Likely Capital Event: Minority private equity investment (e.g., Ares) or SPAC merger

IPO / Strategic Exit

• Subscribers: 520,000

• Run-rate Revenue: $250M

• Valuation Multiple: 6–7×

• Paper Valuation: $1.5–$1.7B

• Likely Capital Event: Dual path: public listing or acquisition by Yum! Brands or JAB Holding Company

Narrative Fit: Cooper’s Hawk⁵ proves a membership‑driven F&B (Food & Beverage) concept can cross the half‑billion mark with <100 units when the club is the product. Pico Masala’s meal‑pass model is the Gen‑Z savoury analog to Cooper’s wine club. Hit 100 k subs across 15 metros and a $500 m valuation is within the prevailing 4‑6× corridor.

(18-month Target)

• Target: 1,650 subs → $67 k MRR / $800 k run‑rate.

• Multiple: Apply 4× forward rev (within Curry Up Now & Portillo’s comps).

• Outcome Paths:

  • Strategic buy‑out by a Midwest franchise group seeking Gen‑Z white‑space.

  • $1.5 m seed round led by food‑tech investors (e.g., Valor, Forerunner) to fund 2 additional Big Ten units (that is, if you don’t want to invest your own capital or get a loan/credit line)

    • What will VCs look for? Sustained ≥15 % MoM rev growth + >35 % unit contribution signals “escape velocity.” Subscriptions provide SaaS‑like predictability, raising the ceiling on revenue multiple.

1. I redacted it because they might end up using that name — you know. But if you want to throw up, here it is: Kwick & Fresh.

2. By the way, Rumba Masala is such a good name. Holy shit. Imagine it. It’s food and music, obviously, but not just any food or music. No, no, no. When you step into Rumba Masala, you feel like you literally stepped into a crazy night in Mumbai’s Bandra neighborhood, or wandered into a street party in Cartagena’s Getsemaní. You’re catching those deep Afro-Caribbean beats, smelling spices from a market stall in Chennai, or vibing with the rooftop DJs over Mexico City’s Condesa.

Rumba Masala is about stepping into a fully immersive party experience. The design, the layout, even what you’re wearing.

Each day has its own unique theme inspired by different cities around India and Latin America. And the coolest part? Every time you visit, you get a new “party pack,” kind of like an adult version of a Happy Meal. One day it might be a shirt straight from a street market in Mumbai, the next some funky sunglasses you’d see at a festival in Cartagena, or maybe even a limited-edition vinyl from a DJ spinning sets in Mexico City. Each item helps you explore that day’s theme, encouraging you to dress up, blend in, and fully experience a new kind of party each time you come back.

But it’s not just the stuff you’re given, it’s also how the whole space is arranged. It’s intentionally set up for connection, community, and celebration. The layout encourages people to mingle, dance, and meet new faces. Plus, the staff are also from these actual places. They bring their personal memories, their culture, and their authentic energy right into the experience, recreating the vibe and warmth of the communities they grew up in. Disney Epcot does this well.

It’s a restaurant/party place, yeah, but it’s really a daily festival.

3. A perfect example of this concept done right is Casa Bonita in Denver.

The building itself is bright pink—instantly eye-catching—and as soon as you step inside, you’re transported straight to Mexico. There’s memorabilia everywhere, towering ceilings, indoor waterfalls, and actual cliff divers leaping into pools right inside the restaurant. You wander through caves, follow storylines like you’re exploring a haunted house, and experience arcade games, live actors, magic shows, endless surprises around every corner.

What? Yes, exactly!!!!

Casa Bonita proves the point: dining can, and should, be an unforgettable, immersive adventure. But of course, these experiences don’t just happen; you create them, and you constantly make them better. And if you’re in the business just to make money doing interesting things like this is a better of making more money instead of being cheap, boring, and doing the same bullshit everyone is doing.

4. Forward revenue derived from Curry Up Now CEO Akash Kapoor’s 2021 projection of $65 m 2022; table uses conservative $55 m.

5. I love, love, love Cooper’s Hawk’s business model. Seriously, it’s one of the smartest examples of what’s possible in the restaurant world when you get creative not just with the physical experience, but with memberships and recurring revenue streams. They built an insanely valuable wine club and then got acquired by (of course) a private equity firm for around $700 million.

I actually wrote an entire “book” about Cooper’s Hawk last year (almost a mini-book), but didn’t publish it because some of what I uncovered contradicted their official narrative. I didn’t want to put that out there. But who knows, maybe this year I’ll find a way to release it thoughtfully.

If you’re curious to read it, let me know. Happy to send it your way.