Rethinking Quick Service: Why Process Matters More Than Pace
Founder Shivang Gupta believes the future of dining lies in combining authentic flavours with operational precision, proving that speed and quality no longer have to compete.
For years, premium Asian dining in India has been built around familiar expectations. Good ramen takes time. Fresh sushi is best enjoyed at leisure. Dim sum is part of an unhurried meal. But as urban lifestyles become busier, diners are beginning to question whether quality really has to come with a long wait.
That changing consumer mindset is what inspired entrepreneur Shivang Gupta to build NŌDO, a format that aims to deliver freshly prepared Asian favourites in under ten minutes without compromising on authenticity.
Excerpts from an interview…
Can speed and authenticity truly coexist when it comes to dishes like ramen, sushi and dim sum? Is convenience becoming a bigger differentiator than luxury in today’s dining landscape?
Absolutely. Speed and authenticity are no longer mutually exclusive. Authentic Asian cuisine has always relied on disciplined preparation rather than rushed cooking. When broths are simmered correctly, fillings are prepared fresh, and ingredients are organised efficiently, the final assembly can be done in minutes without compromising quality. Today’s diners value convenience, but they are not willing to sacrifice taste or freshness. Luxury today is less about waiting longer and more about receiving a consistently high-quality meal, quickly.
What does it take operationally to make fresh, premium Asian food work in under 10 minutes?
It requires meticulous planning behind the scenes. Standardised recipes, skilled kitchen teams, disciplined mise en place, efficient kitchen layouts and reliable sourcing are the backbone of fast service. The speed comes from preparation and process, not shortcuts. Every component must be production-ready while still maintaining freshness and consistency.
Does India’s food service industry underestimate the value consumers place on speed without compromise?
Yes, to some extent. Indian consumers today are well-travelled, digitally connected and increasingly aware of global dining standards. They expect restaurant-quality food delivered quickly, whether dining in or ordering online. Speed is no longer seen as a bonus—it’s an expectation. The challenge for operators is ensuring that faster service never comes at the cost of flavour, authenticity or presentation.
Shivang Gupta, Founder, NODO
What assumptions about premium dining does this format challenge?
It challenges the belief that premium dining must always involve long wait times or elaborate service. Quality is determined by craftsmanship, ingredients and consistency—not by how long a guest waits. A thoughtfully designed quick-service format can deliver a premium experience while respecting the customer’s time, making high-quality Asian cuisine more accessible to a wider audience.
If this model succeeds, how could it change the future of quick-service dining in India?
It has the potential to redefine customer expectations across the industry. More brands will invest in better kitchen systems, stronger operational efficiencies and higher-quality ingredients to deliver premium meals at speed. We are likely to see the gap between casual dining and quick-service restaurants continue to narrow, creating formats that offer both convenience and exceptional food. Ultimately, the future of QSR will be driven by brands that can consistently deliver authenticity, quality and speed together.