Indian Restaurant Marketing in the UK and US in 2025
1. Industry Size and Growth
RegionEvidence (2025)YoY trend / growth pictureImplicationsUnited Kingdom\• The UK’s Indian restaurant scene is mature. RestaurantOnline reports that the number of Indian restaurants rose from ~3,500 in the 1980s to around 12,000 by 2015 but has since fallen to about 8,000 as of 2023
The majority of these are independent curry houses, although branded groups like Dishoom and Mowgli are expanding.\• Research & Markets notes that revenues for the wider Asian‑restaurant sector (which includes Indian, Chinese, Thai etc.) fell 2.3 % CAGR over the past five years to £7.3 billion in 2024 and the sector is projected to continue shrinking at –1.7 % through 2025
Yet individual modern brands are profitable. Dishoom, for example, reported £116.8 million revenue in 2023 (up 23 % YoY) and a 41.9 % rise in EBITDA
Market contraction: the number of traditional curry houses has declined, and revenue across all Asian restaurants is contracting, reflecting market saturation and rising costs. However, contemporary brands are growing quickly and attracting investment.The UK market is mature and consolidating. Growth is coming from branded concepts that offer distinctive experiences (e.g., Dishoom, Mowgli) rather than generic curry houses. A successful marketing & AI agency must therefore help independents reinvent themselves, while supporting scale‑ups with sophisticated digital and data strategies.United States\•
Datassential’s 2025 Indian cuisine report counts 5,661 Indian restaurants in the U.S., compared with 7,515 Thai restaurants. There are 2,222 Indian ghost kitchens (delivery‑only), almost six times more than Thai ghost kitchens
Global Indian magazine notes that around 6,000 Indian restaurants operated in the U.S. in 2023, representing roughly 1 % of the nation’s restaurants
A 2024 article on Shaad Cuisine estimates the number of U.S. Indian restaurants at 5,000 – 8,000 and links growth to the 4 million‑strong Indian‑American population and increasing demand for global cuisines
Although detailed revenue data is scarce, a Yahoo‑Finance‑cited report (summarised by Restaurant Indexing) suggests that Indian‑restaurant revenue in the U.S. has reached about US$4.9 billion over the past five years
The broader U.S. restaurant and food‑service industry is expected to generate US$1.5 trillion in sales in 2025, a 4 % increase vs 2024
Continued growth: the number of Indian restaurants is still expanding (from ~5,000 to 8,000), and ghost kitchens are proliferatingThis expansion is driven by the growing Indian‑American population and wider American interest in global cuisines
While comprehensive revenue figures are limited, the market size (~US$4.9 billion) suggests room for growth.The U.S. market remains underserved relative to population and restaurant totals (Indian restaurants represent ~1 % of all restaurants, so there is considerable headroom for well‑run concepts. Digital marketing and AI tools can help restaurants differentiate, reach new customers and manage operations efficiently, particularly as ghost kitchens and virtual brands proliferate.
2. Values, Principles and High Standards for a Modern Indian Restaurant
Authenticity & Hyper‑Regional Identity. The IRAA’s growth‑best‑practices guide emphasises that generic “Indian cuisine” no longer resonates; diners expect specificity—Punjabi dhaba‑style, South‑Indian vegetarian or Indo‑Chinese fusion.Restaurants that own a niche and build a signature identity around spice blends, regional roots or a compelling story stand out.Menus are shifting towards hyper‑regional dishes and street‑food concepts, as seen in the success of UK brands like Dishoom and Mowgli.
Consistent Quality and Hospitality. Successful UK chains maintain consistent product quality, memorable service and unique decor.IRAA highlights the importance of staff training, positioning front‑of‑house teams as brand ambassadors who can explain regional dishes and build customer connections.Hospitality touches—warm greetings, cultural storytelling and attentive service—create lasting impressions.
Digital Presence & Online Reputation. IRAA warns that digital presence is not optional: restaurants must keep Google Business profiles updated, invest in vibrant food photography and manage real‑time reviews.
A Restaurant India article explains that “food near me” searches have doubled in two years, and diners expect accurate information, real reviews and engaging photos delivered instantly
Reviews, high‑quality photos and short videos significantly influence search rankings and customer choices. Restaurants lacking an up‑to‑date online presence risk invisibility.
Innovation & Experience. Diners increasingly seek immersive experiences—theme‑based interiors, live kitchens and food festivals. Street‑food concepts, Bombay‑café themes and all‑day menus have propelled brands like Dishoom and Mowgli.
The IRAA report notes that exploring cloud kitchens and virtual brands allows Indian restaurateurs to test new concepts with low CapEx and cater to delivery demand.
Health, Sustainability & Transparency. Customers show rising interest in lighter dishes, vegan/vegetarian options, transparent hygiene ratings and sustainable packaging (per user context). Hospitality guidelines emphasise visible cleanliness and food‑safety compliance. IRAA’s “food safety certification” underscores the need for high hygiene standards.
3. Customer Behaviour & Decision Drivers in 2025
Hyper‑local discovery. Google reports that hyper‑local “food near me” searches have doubled in two years.Diners expect immediate results with accurate menus, photos and real‑time hours; those who appear prominently in these searches enjoy higher foot traffic and loyalty.
Importance of Reviews & Visuals. In online search ranking, restaurants with more reviews and higher star ratings generally rank higher. High‑quality photos and short videos of dishes and interiors create a visual story that attracts younger, tech‑savvy diners.
Menu Innovation & Specialization. Diners are moving away from generic curry houses towards hyper‑regional flavours and fusion concepts (e.g., Bombay café‑style breakfast menus). In the U.S., Datassential notes that Indian cuisine is still in the “adoption” stage of its menu adoption cycle: only 30 % of consumers love or like it, versus 42 % for Thai cuisine, but awareness is growing.
Health & Sustainability Focus. Diners favour lighter dishes, plant‑based options, ethical sourcing and transparent hygiene ratings. Restaurants that showcase vegan or healthy choices and sustainable packaging benefit from this shift.
Convenience & Technology. Customers want seamless digital ordering, AI‑recommended menus and loyalty programs. The rise of ghost kitchens and voice/AI search highlights the need for tech integration. Off‑premise dining remains popular; 75 % of U.S. consumers prefer drive‑through or take‑out options.
4. Role of Digital Marketing and AI Automation
Digital marketing is essential for visibility. The Restaurant India article stresses that appearing in hyper‑local searches requires up‑to‑date listings, real‑time menus, engaging photos and reviews; failing to do so means being invisible to customers standing right outside. IRAA’s guide urges restaurants to invest in food photography, social media engagement and loyalty apps/SMS marketing.
In the UK, many struggling curry houses have poor digital profiles—out‑of‑date websites and bad photos—while successful brands leverage social media and digital storytelling.
AI adoption is accelerating. Popmenu’s 2024 survey of U.S. restaurant operators found that 79 % have implemented or are considering AI for tasks like taking orders, marketing and business operations.Restaurant operators face rising labour costs (34 % average increase) and chronic staffing shortages—60 % struggle to fill roles. AI tools help fill these gaps by automating phone answering, personalised marketing and data‑driven menu engineering. In a case study, AI‑driven marketing increased Ruby’s Jamaican Kitchen’s marketing revenue from US$2,000 per month to over US$6,300, then doubled again. evidence that targeted AI marketing can significantly boost sales.
Predictive & personal marketing. AI can analyse customer behaviour, predict demand, recommend hyper‑personalised dishes and optimise promotions. The IRAA best‑practices guide recommends using loyalty apps and data analytics to retain repeat customers. AI can also automate reputation management by analysing reviews and prompting timely responses.
Back‑of‑house efficiency. AI‑enabled inventory management, demand forecasting and labour scheduling help reduce waste and labour costs. In a sector where many restaurants operate on thin margins (3–5 % profit for full‑service restaurants) operational efficiency is critical.
5. Is a Digital Marketing & AI‑Automation Agency the Perfect Product‑Market Fit?
Based on the evidence, a specialised digital marketing and AI‑automation agency focused on Indian restaurants in the UK and U.S. appears to be an excellent product‑market fit:
Market Need. The UK sector is contracting and competitive. Many curry houses are closing or underperforming due to poor digital presence and an inability to adapt to evolving tastesIn the U.S., the market is growing but remains fragmented and under‑represented relative to demand. An agency offering digital visibility and modern branding can help restaurants stand out.
Digital & AI adoption gap. Although 79 % of U.S. operators are exploring AI, many smaller Indian restaurants lack the expertise or resources to implement AI‑powered marketing, predictive analytics or automated ordering. Similarly, UK independents may struggle with SEO, review management and social media. A niche agency can bridge this gap.
Cultural insight is essential. Indian cuisine spans multiple regional identities and dietary customs. The IRAA emphasises that “owning your flavour” is crucial.A specialised agency with cultural expertise can craft marketing messages that resonate with both Indian‑diaspora and mainstream audiences—highlighting authenticity, vegetarian/vegan options, festivals and family dining. Generic marketing agencies often lack this nuance.
High ROI potential. AI‑driven marketing campaigns can quickly pay for themselves, as shown by the Popmenu case study where targeted automation tripled monthly marketing revenue. With thin restaurant margins, an agency that can demonstrably boost online visibility and drive incremental sales offers strong value.
Scalable service. The proliferation of ghost kitchens and virtual brands (2,222 Indian ghost kitchens in the U.S.) creates demand for remote‑friendly, data‑driven marketing solutions. An AI‑powered agency can serve clients nationally or globally without heavy local presence.
Year‑Over‑Year Growth Considerations
UK: The Asian‑restaurant sector’s revenue decline (–2.3 % CAGR 2019–2024, projected –1.7 % through 2025) means traditional restaurants are closing, but modern branded concepts are expanding. A digital‑marketing/AI agency can help independents survive by reinventing their brands and capturing new diners.
US: While comprehensive revenue numbers for Indian restaurants are limited, the sector appears to be growing (from 5,000 to 8,000 restaurants
Indian restaurants represent only ~1 % of U.S. restaurants, indicating untapped potential. As the broader restaurant industry is projected to grow 4 % in 2025Indian concepts with strong digital strategies can capture market share. A specialised agency can accelerate this growth.
6. Conclusion & Recommendations
The Indian restaurant industry in the UK and US sits at a crossroads. In the UK, the decline of traditional curry houses contrasts with the rapid growth of modern, brand‑driven concepts. In the US, Indian restaurants are still relatively few but are expanding steadily, buoyed by a growing diaspora and mainstream curiosity about global flavours. Across both markets, diners are discovering restaurants via hyper‑local searches, social media and digital reviews. AI is reshaping marketing and operations: 79 % of U.S. operators have implemented or are considering AI, and targeted automation can triple marketing revenue. Restaurants that excel in digital presence, authenticity, innovation, hospitality and sustainability will thrive.
For restaurateurs, partnering with a digital marketing and AI‑automation agency specialising in Indian cuisine offers significant advantages: expert cultural positioning; technical know‑how to win hyper‑local searches; AI‑driven customer engagement; and data‑enabled operational efficiency. Given the evidence, such an agency represents a high‑potential product‑market fit for the evolving Indian‑restaurant landscape in 2025 and beyond.
