INDAY
INDAY is a privately-held Indian-American fast-casual restaurant chain founded in 2015, operating 10 company-owned locations across New York City and Boston following its December 2023 acquisition of vegan chain Beatnic. It serves urban professionals and health-conscious consumers via bowls, plates, and direct online ordering, catering, and a loyalty program.
- Company typePrivate
- Founded2015
- HeadquartersNew York, United States
- Headcount11–50
- GTM typeB2C
- OfferingServices
What INDAY does
INDAY is a privately-held Indian-American fast-casual restaurant chain founded in 2015 and headquartered in New York City. The chain operates physical storefronts serving bowls, plates, and naan-focused Indian cuisine positioned around bold flavor and fresh ingredients, with menu options spanning gluten-free, dairy-free, vegan, and caffeine-free categories. Following the December 2023 acquisition of NYC vegan restaurant Beatnic, INDAY expanded to approximately 10 locations spanning New York City and Boston, marking its first geographic diversification outside of NYC. The company is supported by an early-stage investment from restaurant-focused Kitchen Fund (2018, undisclosed amount); no further institutional capital events are documented.
INDAY's business model rests on four revenue streams: in-restaurant food and beverage sales, direct online ordering via its owned e-commerce platform (order.indayallday.com) supporting takeout and delivery, catering services for events and corporate buyers, and a recurring-revenue layer through the INDAY Rewards loyalty program. Distribution is fully company-owned across the two metropolitan markets with no franchising or third-party retail presence disclosed. Marketing is concentrated in owned channels — Instagram (@indayallday), email newsletter capture, and the loyalty program — with no evidence of paid performance marketing scale. Technology infrastructure is undifferentiated, relying on the standard BentoBox restaurant website/ordering backbone.
INDAY serves urban professionals and health-conscious consumers seeking convenient, flavorful Indian-American food in fast-casual settings across NYC and Boston, with horizontal segmentation by persona. The company is small (11-50 employees), private, and at an early expansion phase post-Beatonic integration.
INDAY firmographics
Firmographics- Name
- INDAY
- Website
- https://indaynyc.com
- Company type
- Private
- Founded year
- 2015
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- INDAY is a privately-held Indian-American fast-casual restaurant chain founded in 2015, operating 10 company-owned locations across New York City and Boston following its December 2023 acquisition of vegan chain Beatnic. It serves urban professionals and health-conscious consumers via bowls, plates, and direct online ordering, catering, and a loyalty program.
- Ownership category
- akta.pro rank
INDAY industry classification
Industry- Product category
- Fast-casual restaurants
- NAICS
- Limited-Service Restaurants (722513), Caterers (722320)
- SIC
- Retail-Eating Places (5812)
- akta.pro primary industry
- Health & Wellness / Functional Fast Casual (macro-counted, high-protein, allergen-friendly) (THAFABAO)
- akta.pro secondary industry
- Salad & Bowl Concepts (Grain/Protein/Healthy Bowls) (THAFABAF)
Keywords
Where INDAY is headquartered
LocationHeadquarters
- HQ city
- New York
- HQ country
- United States
- HQ region
- North America
Offices3 records
Markets served
INDAY business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Personnel, Supply Chain, Operations, Infrastructure, Marketing or Sales
Revenue model
- Restaurant Food Sales: INDAY generates revenue through direct food and beverage sales at its physical restaurant locations. Customers purchase bowls and plates featuring Indian-American cuisine.
- Online Ordering: The company operates an online ordering platform (order.indayallday.com) for takeout and delivery orders, generating transaction revenue through direct consumer purchases.
- Catering Services: INDAY offers catering services for events and groups, generating additional revenue from bulk food orders.
- Loyalty/Rewards Program: The company operates a loyalty program that incentivizes repeat customer visits and drives recurring revenue through reward-based purchases.
Go-to-market motion1 record
Distribution channels3 records
Marketing channels3 records
INDAY product offering
Product offeringCore offering
INDAY operates a fast-casual restaurant chain that serves Indian-American bowls, plates, and naan dishes made with fresh ingredients at company-owned storefronts in New York City and Boston. The core offering is supplemented by an online ordering platform (order.indayallday.com) for pickup and a catering service for events, with a loyalty program (INDAY Rewards) supporting repeat visits.
Product overview
INDAY is a unified Indian American fast-casual restaurant brand operating as a single product line of restaurant locations. The offering consists of the core INDAY restaurant brand with in-restaurant dining (bowls and plates), supported by companion services including a loyalty program (INDAY Rewards), catering services, and online ordering functionality. The brand portfolio expanded through the December 2023 acquisition of Beatnic, a NYC vegan restaurant chain, with locations converted to INDAY by summer 2024.
Differentiator
Problem solved
Functional benefit
Products and services
- INDAY Restaurant Diner Experience Bowls, plates, and naan featuring Indian-American cuisine served at company-owned fast-casual storefronts in NYC and Boston for individual diners seeking quick, fresh meals.
- INDAY Catering Catering service that supplies INDAY menu items in bulk for events, corporate meetings, and private gatherings in the NYC and Boston markets.
- INDAY Rewards Rewards-based loyalty program that incentivizes repeat visits through a structured points system for individual customers of INDAY restaurants.
Companies that use INDAY
Customer profileSegments1 record
Ideal customer profiles1 record
INDAY technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
INDAY partnerships and signals
Strategic signalScale indicators2 records
Recent moves5 records
Expansion highlights4 records
INDAY competitors and assessment
Company assessmentBroad incumbents
- Chipotle Mexican Grill: Largest scaled fast-casual bowl/builder concept with a customizable format directly analogous to INDAY's. Relevant as the dominant competitive benchmark on price, throughput, and digital ordering experience.
- Panera Bread: Established fast-casual chain with a strong loyalty program (MyPanera), catering business, and online ordering infrastructure. Relevant comparator for INDAY's diversified revenue stack and digital engagement model.
Direct peers
- Sweetgreen: Public healthy fast-casual chain specializing in bowls and plates with a strong digital/loyalty flywheel. Directly comparable in format, target customer (urban health-conscious consumer), and unit-level economics in overlapping NYC/Boston trade areas.
- Cava: Mediterranean fast-casual bowl chain with comparable customizable bowl format, tech-forward ordering, and aggressive East Coast expansion. Comparable in pricing tier, urban concentration, and customer demographic.
- Dig: NYC-anchored fast-casual bowl concept with a similar farm-to-counter positioning and lunch/dinner focus on protein-and-grain bowls. Highly comparable in geography, price point, and customer profile.
- Chopt Creative Salad Company: East Coast fast-casual chain centered on customizable bowls/salads with a strong loyalty program and catering business. Mirrors INDAY's menu architecture, order channels, and Northeast density.
- Just Salad: Fast-casual salad/bowl chain with a reusable-bowl sustainability angle and a long-running loyalty program. Comparable in menu model, urban footprint strategy, and value positioning.
- Tender Greens: Urban fast-casual concept with chef-driven bowls and plates emphasizing fresh, healthy ingredients. Comparable in menu structure, urban demographic, and 'better-for-you' positioning.
Emerging players
- Indikitch: Early-stage Indian-inspired fast-casual concept. Closest direct cuisine peer — comparable in offering, target customer, and cuisine framing, though at smaller scale and less geographic reach.
- Honeygrow: Northeast-based fast-casual chain serving stir-fry, salad, and bowl formats with a tech-forward digital platform. Comparable in regional concentration, customization model, and small-but-growing scale.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat3 records
Key risks5 records
Key highlights5 records
Customer concentration
INDAY social profiles
Digital presenceINDAY financial estimates
Financial estimateRevenue estimate
Valuation estimate
INDAY leadership team
Management profileNumber of profiles
INDAY subsidiaries and ownership
Company hierarchySubsidiaries1 record
INDAY funding detail
Funding detailFunding overview
Funding rounds1 record
Investors1 record
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
INDAY M&A and investment
M&A and investmentM&A1 record
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about INDAY
What does INDAY do?
INDAY operates a fast-casual restaurant chain that serves Indian-American bowls, plates, and naan dishes made with fresh ingredients at company-owned storefronts in New York City and Boston. The core offering is supplemented by an online ordering platform (order.indayallday.com) for pickup and a catering service for events, with a loyalty program (INDAY Rewards) supporting repeat visits.
Is INDAY a public or private company?
INDAY is a private company. It is classified as unknown and is currently operating.
When was INDAY founded?
INDAY was founded in 2015. It employs 11 to 50 people.
Where is INDAY based?
INDAY is headquartered in New York, United States, in the North America region.
How does INDAY make money?
Four revenue lines are on record. Restaurant Food Sales are the primary driver. The others are online Ordering, catering Services and loyalty/Rewards Program.
Who are INDAY's main competitors?
Broad incumbents on record are Chipotle Mexican Grill and Panera Bread. Direct peers are Sweetgreen, Cava, Dig, Chopt Creative Salad Company, Just Salad and Tender Greens. Emerging players are Indikitch and Honeygrow.
Does INDAY have an API?
No public API is recorded for INDAY.
What industry is INDAY in?
INDAY's product category is Fast-casual restaurants. Its primary akta.pro industry code is THAFABAO, Health & Wellness / Functional Fast Casual (macro-counted, high-protein, allergen-friendly), with a secondary code of THAFABAF, Salad & Bowl Concepts (Grain/Protein/Healthy Bowls). Its NAICS code is 722513 and its SIC code is 5812.