Restaurant India News: Nom Nom Express Collaborates with Farah Khan Amid Rapid QSR Expansion

Nom Nom Express, a pan-Asian quick-service restaurant brand from Aspect Hospitality, continues to build scale in India’s organised foodservice market by focusing on a streamlined menu of familiar Asian formats delivered through dine-in and delivery channels. The brand operates within the value-driven QSR segment, targeting urban consumers seeking consistent flavours, reliable quality, and accessible pricing for everyday consumption.

As part of its brand-building approach, Nom Nom Express has recently collaborated with filmmaker and television personality Farah Khan, along with her home cook Dilip. The association is positioned around content-led engagement rather than conventional celebrity endorsement. Khan, known for her widely followed food-related content and direct consumer connection, brings a voice that reflects routine food choices and mass-market preferences, aligning with the brand’s everyday dining focus.

Hitesh Keswani, MD Aspect Hospitality, said, “Farah Khan’s food content is driven by honesty and familiarity - values that align closely with what Nom Nom Express stands for. This collaboration is less about celebrity and more about cultural fit, as we continue to build a brand that feels accessible, current, and rooted in everyday dining habits.”

From an industry standpoint, the collaboration highlights a broader shift in QSR marketing strategies toward relatable, content-first partnerships that support brand recall without increasing customer acquisition costs associated with traditional endorsements.

On the expansion front, Nom Nom Express has launched 50 outlets within a year across key markets pan-India. The rollout reflects the brand’s focus on scalable store formats and rapid deployment across both metro and emerging cities. Despite the pace of growth, the brand has prioritised operational consistency and menu standardisation to maintain uniform customer experience in a competitive pan-Asian QSR category.

The continued expansion and selective partnerships position Nom Nom Express as a growing player within India’s fast-casual and QSR landscape, leveraging a balance of operational scale, brand relatability, and value-focused offerings.