Exploring Bombay Eats: The Indian Fast Casual Experience

Name: Bombay Eats

Address: 1763 Freedom Drive, Naperville

Phone/website: 630-857-9082; www.bombayeats.com

Owners: Ali and Falguni Dewjee, of Chicago

Years in business: 4 in Naperville, 16 total

Business Model

Bombay Eats offers an Indian fast casual dining experience. Customers can customize their orders by choosing from various options, reminiscent of Chipotle. The business is jointly owned by Ali and Falguni Dewjee.

Business Origins

The business began in 2010 in the Loop as Bombay Wraps, marking the first Indian fast casual concept in Chicago. Initially, the menu featured four meat items, four veggie options, along with a few sides and drinks. Ali Dewjee, who grew up in Bombay, was inspired by the bustling street food culture of the city. Over time, the menu has expanded to include rice bowls, salads, and sandwich rolls. The Naperville location is the first to launch under the name Bombay Eats, with others located in Chicago’s Loop, Streeterville, and Lakeview.

Ali Dewjee prepares a chicken tikka wrap, highlighting the chain’s focus on Indian cuisine. Naperville is one of the four locations.

Operating Hours

The restaurant is open from 11 a.m. to 9 p.m. Monday through Saturday and closed on Sundays to provide staff a break.

New Offerings

The introduction of the BombayRito is gaining popularity. This offering aims to provide good value in light of inflation challenges.

Past Experience

Before entering the restaurant industry, Ali worked in consumer packaged goods marketing, including a 12-year tenure at PepsiCo focused on innovation. This experience in product development and marketing has been invaluable in operating the restaurant. His entrepreneurial spirit was cultivated early, as he grew up in his mother’s beauty salon in India and his wife’s father ran a dessert store.

Ali moved to America for his MBA in the 1990s.

Life in Bombay

Ali describes Bombay as a vibrant city, with a dynamic mix of flavors, colors, and constant activity. Similar to New York City, it serves as India’s financial and cultural hub, home to Bollywood and the fashion industry.

Job Satisfaction

Ali enjoys hosting and serving people, finding genuine pleasure in customer interactions. He expresses love for his role in the business.

Challenges Overcome

The pandemic, employment crisis, and inflation posed significant challenges. While COVID affected many businesses, Bombay Eats’ format offered resilience. However, increased costs in food and labor have applied pressure.

Location Insights

The Naperville location faces softer traffic compared to other areas, but benefits from recognition by locals familiar with the Loop location.

Competitive Advantage

The restaurant’s format advances the Indian restaurant scene. The unique model limits competition, allowing Bombay Eats to stand out.

Team Structure

The Naperville location employs four people over two shifts. Ali frequently travels between locations, tackling Chicago’s traffic challenges.

Expansion Plans

There is potential for growth in Chicagoland, with possible locations in Evanston, Hyde Park, and Schaumburg. The franchise requests show significant interest in the concept’s expansion.

Sharing Culture

Introducing the Indian culture and cuisine to customers is a point of pride for Ali, creating memorable experiences.

Business Advice

Starting a business requires balancing passion for the product with attention to financing, people management, and marketing. While food is crucial, a well-rounded approach is necessary for success.