Chinese Wok, one of India’s fastest-growing QSR brands, has transformed Indo-Chinese food from a street craving into an organized QSR category. Vikas Iyer, Head of Marketing at Chinese Wok, in his interview with IMPACT shared their journey from a single store in 2015, to over 240 outlets and now targeting Rs 1,000 crore in ARR GMV by FY27.
The growth strategy he shared, is anchored on rapid expansion, with over 60 outlets added in the past year and plans to scale at the pace of 100 stores annually. Tier 2 and 3 cities have emerged as the strongest growth engines, outperforming metros in ROI due to high demand and lower competition, making them the focal point of future expansion. Marketing is another critical driver. In Q1, nearly 70% of the brand’s marketing budget was invested in the IPL, generating strong lifts in brand recall, customer enquiries, and new location interest. Influencer collaborations have also delivered impact, with creators like Uorfi and Samay Raina contributing to campaigns that blend national visibility with regional resonance. Upcoming campaigns are set to expand across OTT, films, and brand partnerships.
Vikas speaks about the AR-led customer engagement at Chinese Wok stores, allowing diners to experience wok cooking virtually, improving NPS and dwell time. Alongside, a refreshed menu with easy-to-navigate, customizable combos has been rolled out, catering to both solo diners and groups.
With same-store sales growing over 65% last year and dine-in contribution rising from under 15% to 25%, Chinese Wok is balancing delivery dominance with experiential in-store formats. Positioned to scale beyond 500 stores by FY27, the brand is strengthening its leadership in the Desi Chinese QSR category with a sharp mix of expansion, marketing, and innovation.
Watch the full interaction here:
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