CHASKA

Bringing authentic Indian street food to the multicultural capital of the world.

Chaska - Indian Food Obsession
Chaska Store

Business Challenge

To introduce a new fast casual restaurant chain, launching its first location in fall 2016, in Ontario, Canada. The concept is based on the street food served in India.

Thanks to the evolving ethnic make-up of Canada due to changing demographics, we have witnessed a drastic shift in the country’s love for ethnic flavours and ingredients in the past few years. The growing diversity in Canada’s food landscape presents a huge opportunity for food service providers, but establishing authenticity and driving novelty was a huge challenge. Duplication of food concepts by competition, stagnant offerings, and promo driven pricing are a few major challenges.

Chaska Menu Board
Chaska Interior shot
Chaska Interior shot
Be a food explorer
Kathi Rolls food shot
Food shots
This is how we roll t-shirt

Strategy

To introduce a new fast casual restaurant chain, launching its first location in fall 2016, in Ontario, Canada. The concept is based on the street food served in India.

Our target was consumers who were looking for a new and authentic food experience, including those in the growing South Asian population in Canada. The launch strategy was built upon delivering an authentic Indian street food experience at every touch point.

Parveen Dhupar and Naveen
Chaska website

Inspiration

“Every country can be defined through their food, their music, and their language. That’s the soul of a country.” - Quincy Jones.

Street Food Art: From roadside vendors to flashy highway food stalls, one can experience the true culinary pleasures of India. Each experience has its own characteristics making it unique, like the vibrant lights and colourful truck art of the highway food stalls.

Bollywood: From Tokyo to Toronto, the Indian film industry has created its own exclusive identity with a huge fan base across the globe. The style and music are so distinctive that anyone, from anywhere in the world, can instantly recognize a Bollywood movie.

Chaska ad
Chaska miscellaneous
Chaska products

Solution

Using design inspiration from the colourful and unique nuances of Indian culture, we positioned the brand on a pedestal of authentic experience and interesting storytelling. We gave Chaska a voice and visual style that is truly one-of- a-kind.

Chaska street food
Chaska ingredients

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