Delhi’s most iconic café grew into a cult brand by breaking every rule in the book. Here’s the blueprint—and the opportunity it reveals for smart F&B investors.
From Rwanda to Delhi: A Love Story That Birthed a Legacy
The Big Chill wasn’t born out of a business plan—it was born out of a love story. Founders Aseem Grover and Fawzia Ahmed met while working in Rwanda, he with the UN peacekeeping forces and she visiting family. Their shared dream of building something meaningful led them back to Delhi, where they opened the first Big Chill Café in East of Kailash in 2000. With no background in F&B, what they brought instead was clarity of vision, global taste, and a deep personal commitment to creating a space people would fall in love with—just like they had with each other.
The Café That Quietly Took Over Delhi
In the heart of South Delhi, back in 2000, The Big Chill Cafe opened its first outlet with no PR buzz, no celebrity launch, and no funding round. Yet today, it is arguably one of India’s most recognisable homegrown café brands—racking up an estimated ₹100–120 crore in annual revenue through just 10 self-owned outlets, all located in NCR.
It didn’t grow fast.
It didn’t franchise.
It just became unforgettable.
In a market where scale is often the priority, The Big Chill chose intimacy over expansion. And won.
How Big Chill Cracked the Code of Sustainable, Profitable Growth
1. Brand That Feels Like a Memory
Everything—from the old-school Hollywood posters to the mint-colored walls—makes you feel something. And that’s by design. Emotional branding is why they have 60-minute wait times on weekends even after 20+ years in business.
2. Menu That Makes You Come Back
They’ve kept their core items unchanged for years. Why? Because the Penne Vodka, Chicken Lasagna, and Mississippi Mud Pie have become rituals for customers. This consistency has led to one of the highest repeat customer rates in the Delhi NCR casual dining market.
3. Low Operational Complexity, High ROI
With no franchising, The Big Chill has full control over operations and margins. Estimates suggest EBITDA margins upwards of 22–25%, compared to the industry average of 14–18% in casual dining. Their controlled menu, low marketing spends, and real estate strategy (leasing vs. owning) keep costs in check.
4. Scarcity Built Demand
In 20+ years, they’ve only expanded to around 10 outlets. The result? A line outside every café and a sense of exclusivitythat keeps brand equity sky-high.
The Investor Takeaway: What Big Chill Teaches Us About Building F&B Gold
- Quality Scales Better Than Quantity
Big Chill proves that a high AOV (average order value) with high repeat rates can be more profitable than high footfall alone.
- Brand Equity > Hype
The café’s cult following hasn’t been built on advertising, but on trust. That’s a better long-term moat than any influencer campaign.
- Franchising Done Right Can Replicate This Magic
While Big Chill didn’t franchise, its model offers critical insight: a brand with clear positioning, consistent quality, and emotional appeal can be scaled profitably through franchising—if done the right way.
The Big Chill Blueprint — And How BBFT Helps Investors Tap Into the Next One
Not every brand can be The Big Chill. But there are many early-stage F&B brands today with similar potential—if paired with the right investor and franchising strategy.
At BBFT, we specialise in identifying, curating, and scaling the next wave of high-potential F&B brands. From discovery to deal structuring, location scouting to post-launch support—we help you build F&B assets that don’t just look good on paper, but create real, lasting value.
