Redefining the Restaurant Experience

Disrupting the Fast Casual Market

Choolaah Indian BBQ approached MAYA to help them redefine the fast casual service model for Indian cuisine. Choolaah wanted to present Indian food in a modern and healthy way to make it a more approachable ethnic food option. As the first Indian restaurant of its kind, they wanted to demystify Indian food and design an engaging customer experience that fostered ongoing loyalty.


Service Design
User Research
Prototyping an End-to-End Experience

MAYA’s service design approach aimed to create a holistic experience by understanding customer and employee needs and establishing connections across experience touchpoints. We conducted research and interviews to observe how customers interacted with the space. With the customer insight gained from research, we generated concepts through prototyping to create an engaging end-to-end experience for customers.

Digital Elements Modernizing Physical Space

The result: Cashier counters equipped with tablet POS podiums, and digital information boards that complement an interactive, searchable menu based on dietary preferences to enhance the dining experience at Choolaah. It plans to open multiple locations using the service design implemented by MAYA.

Top 50 ranking

for hot and trending spots to eat in the country by the National Restaurant News

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