In a city where speed meets spice and comfort tickles cravings, the battle for your plate isn’t just among cuisines anymore — it’s between cloud kitchens and dine-in restaurants. With food aggregators just a tap away, the “where” of eating is evolving faster than you can say “Kung Pao Chicken.”
Debaditya Chaudhury, the man behind Chowman — a Chinese chain that began with a delivery-only model and has now made its mark on Mumbai’s dine-in scene, tells us that cloud kitchen was a strategic choice considering the evolving consumer habits and digital ordering culture.
Momo |
While many restaurateurs start big and then walk into the digital space by reaching out to delivery platforms like Swiggy and Zomato, Chaudhury took the reverse route.
Chowman began as a cloud kitchen, riding the wave of online ordering practices.
“Cloud kitchens allowed us to understand demand, optimize our menu, and build a loyal customer base with minimal investment. It also gave us insights into delivery behaviour and food preferences specific to the city,” he shared.
While the model was cost-efficient and profitable when scaled, the ultimate satisfaction that comes by personally serving customers was missing.
“In a cloud kitchen, the focus is solely on consistency and speed. You miss out on direct customer interaction and depend heavily on delivery partners,” he said while noting that it accounts for limited brand visibility.
Comparing it to the other side, he added, “In a restaurant, the chefs get to see foodie faces, receive compliments, and take feedback in real-time. It’s more fulfilling.”
Tom Yum Soup |
Chowman started offering Chinese cuisine to the people of Mumbai in February, with a cloud kitchen in Powai. In April, Chaudhury and his team were delighted to open a dining-cum-delivery outlet in Andheri West.
When Chaudhury announced the big update, the staff reacted with joy and pride. “There was excitement across the board,” he said while remembering the day.
Chaudhury further described it as a “proud moment” to evolve from a cloud kitchen to a full-scale restaurant in Mumbai. “It was validation of everyone’s hard work. For the service staff, it’s a huge shift – from backend to frontline ambassadors of the brand. It has also opened up more roles and growth opportunities within the team.”
The move was equally rewarding for loyal customers. He mentions that people who initially ordered food to their doorsteps are now curiously walking in and embracing the Chowman ambiance.
At Andheri, Chowman offers authentic Chinese food in the fine-dine-in mode, with China-themed interiors, crockery, cutlery, and ethos at an affordable rate for the middle-class gentry. Say, it’s where comfortable dining meets street-style flavours.
Smokey Chilli Chicken |
As for what’s sizzling in the kitchen? The chef’s favourite is the bold, wok-tossed Smokey Chilli Chicken. But for customers, it’s the Chilli Garlic Noodles and Kung Pao Chicken that top the order charts. “About 70% of our orders are non-veg, especially chicken and seafood,” Chaudhury shares, though he sees a growing appetite for vegetarian options among younger diners.
Mumbai is a fast-moving city where people love convenience. Cloud kitchens serve that purpose brilliantly. But not to dismiss is the strong culture of eating out. So while cloud kitchens win on delivery, dine-ins offer experience. Both can thrive if positioned right.
And entrepreneurs like Chaudhury, who are plating up passion in every form, believe in the hybrid model.
So, whether you’re ordering in on a lazy weekday or dressing up for a dinner date, this food spot offers the best of both choices. After all, whether it’s chopsticks or click-ticks, the love for food finds a way.
With its success story in Mumbai, Chowman is ready to spread its wings further. New outlets in Chennai, Ahmedabad, Chandigarh, and Pune are already in the pipeline, with tier-2 cities to follow.
