Restaurant India News: Nom Nom Express Eyes 51 Outlets by October 2025 with Aggressive Citywide Campaign

Nom Nom Express, the Pan-Asian QSR chain from Aspect Hospitality, has rolled out a large-scale 360-degree marketing campaign across Mumbai, beginning June 1. The initiative marks a significant step in the brand’s rapid expansion as it pushes toward its target of 51 outlets by October 2025. At present, Nom Nom Express operates 45 outlets across Mumbai, Pune, and Hyderabad.

The campaign has been designed to maximize visibility across multiple high-traffic touchpoints. On the audio front, a branded jingle now plays during morning prime time on Ishq FM, Red FM, and Magic FM, supported by RJ mentions. The campaign has also gained traction on Spotify and JioSaavn, crossing millions of impressions across Mumbai.

Out-of-home visibility is a key focus area. Local trains on the Western, Central, and Harbour lines have been fully wrapped in Nom Nom Express branding, targeting the city’s massive daily commuter base. Branded buses from BEST and Thane are running on routes across South Mumbai, the Western suburbs, Navi Mumbai, and Thane. In addition, close to 1,500 taxis and auto-rickshaws in Bandra, Thane, and Navi Mumbai have been wrapped to boost hyperlocal reach and recall.

The campaign spans the entire Mumbai Metropolitan Region, including South Mumbai, Central suburbs, Navi Mumbai, Thane, and the Harbour Line. This aligns with the brand’s six-month expansion strategy, aimed at strengthening both reach and consumer recall while reinforcing Aspect Hospitality’s footprint in the competitive QSR segment.

The brand also executed a tactical Independence Day initiative titled “This 15th August, Taste the Freedom”. As part of this, Nom Nom Express offered Baos at Rs 15, resulting in the sale of more than 10,000 units in a single day across Mumbai outlets.

Aksha Kamboj, Executive Chairperson, Aspect Global Ventures, commented, “Nom Nom Express reflects how we see the future of food — fast, fresh, flavourful, and deeply local in its relevance. Our goal has always been to build purposeful brands that don’t just exist digitally, but integrate seamlessly into the rhythm of everyday life. This campaign was crafted with that exact intent — to show up where our consumers are, in moments that matter, with a brand that feels familiar, aspirational, and rooted in culture.”

Hitesh Keswani, Managing Director, Aspect Hospitality, added, “Nom Nom Express is more than just a QSR — it’s a movement to bring comforting, high-quality Asian food to people where they actually live their lives: in traffic, on their commute, or at home. We’ve seen incredible momentum already, and this campaign is just the beginning. The early response has validated our thinking. And we’re just getting started.”