Restaurant India News: Chinese Wok Introduces Wok FM as In-Store Music Platform

Chinese Wok, a home-grown Desi Chinese QSR chain, has introduced Wok FM, a brand-owned music platform aimed at integrating sound into its in-store and digital customer experience. The initiative marks a new approach to consumer engagement within the QSR sector, with music positioned as a long-term brand asset rather than a campaign-led activity.

The launch begins with two original albums titled Get Wok’D Tonight and Cricket & Cravings. While the first focuses on high-energy tracks aligned with in-store dining moments, the second draws inspiration from cricket-led consumption occasions associated with Desi Chinese food. The music spans multiple genres, moods, and regional languages, reflecting the brand’s focus on regional relevance and youth-oriented consumption patterns.

Wok FM is currently being played across more than 250 high-street Chinese Wok outlets across India. The in-store playlist includes cricket-themed tracks, festive music, brand-created compositions, and regional songs in Kannada, Tamil, Telugu, Gujarati, Bengali, Punjabi, and Marathi. The objective is to build a consistent and recognisable in-store audio environment that aligns with its customer base and store formats.

All tracks under Wok FM are original in composition and lyrics. The company positions the platform as a scalable, owned media channel designed to operate independently of short-term promotions. With this rollout, Chinese Wok joins a limited group of QSR and retail brands globally that have invested in proprietary, multi-language music ecosystems.

Extending the initiative beyond physical outlets, Wok FM playlists have been made available on platforms such as Spotify, YouTube Music, and Amazon Music. This allows consumers to access the music outside store environments, creating an additional touchpoint for brand engagement. The company plans to release new music aligned with seasons, campaigns, and festivals, integrating audio more closely with menu launches and marketing activity.

Aayush Madhusudan Agrawal, Founder and Director, Lenexis Foodworks, said, “As a brand built for young India, we believe food today is as much about experience as it is about taste. Wok FM allows us to own a cultural space that goes beyond the plate, creating a strong emotional connection with our audience. This is not a one-time idea, but a long-term platform that will evolve with our brand, our campaigns, and our consumers.”

Vikas Iyer, Marketing Head, Lenexis Foodworks, added, “Music is the language of Gen Z, and Wok FM is our way of speaking it authentically. By creating original, brand-owned music across genres and languages—powered by human insight and AI efficiency, we are building a powerful sonic identity that lives in our stores and travels into the digital world. It’s a new form of brand storytelling, where Chinese Wok isn’t just seen or tasted, but heard and remembered.”

Future phases of Wok FM are expected to involve collaborations with consumers, creators, and community-led initiatives, positioning the platform as an evolving cultural channel rather than a fixed playlist.