A practical playbook for Indian restaurant & café founders
RestaurantSimplified Toolkit
Making restaurant building simple, one framework at a time.
7 books. One café. Every number worked out.
Why cafés and restaurants struggle
- The café is full. So where is the money?
- Good people keep leaving.
- The price was copied from the café next door.
- It all runs on four people who just know.
- A full Saturday is not a plan.
None of these is a food problem. Each one has a method, a worksheet and a number you can check with a calculator. That is what the seven books are.
The series at a glance
One Nagpur café, followed from its brand to its second outlet
Every book works its ideas through Chai & Crumbs, a 40-cover all-day café run by Rohan and Neha. Each book owns one job and links to the others, so you can start wherever it hurts most.
- 2023–24Book 1 · Who you areDecide who the brand is before you sign for a shop.
- Jul–Dec 2026Book 2 · The moneyThe café is full, so where is the money?
- Jan 2027Book 3 · The teamWhy good people keep leaving.
- Nov 2026Book 4 · The dishOne burger, from the market to the menu price.
- Feb–Apr 2027Book 5 · The floorHow the café runs without depending on one person.
- Apr–Dec 2027Book 6 · The top lineWhere the next ₹2.5 lakh a month comes from.
- 2028Book 7 · The openingOpening the second café, on the day it was planned.
F&B Brand Strategy Toolkit
35 frameworks for restaurants and cafés
cook your brand, one framework at a time
Decide who you are before you decide where you are.
Identity is what you cook. Image is what they taste. Close the gap.
A brand on one page is where opening starts.
- The map: 7 areas, 35 frameworks
- Brand Identity Prism
- Rohan & Neha’s filled prism
What’s inside
- 35frameworks
- 35blank worksheets
- 21filled example sheets
- 3sequencing tracks
Every framework is a two-page spread: the big idea, a diagram redrawn for F&B, a Desi Lens, a worked example and a founder worksheet.
Who it’s for
Founders launching a new restaurant, fixing or repositioning an existing one, or scaling to many outlets.
Restaurant Finance Toolkit
36 chapters to read, control and grow your numbers
profit is locked at purchase
Profit is locked at purchase.
A full café. A ₹56,400-a-month leak.
Costing comes before pricing. Pricing comes before planning.
- The big idea of the book
- Meet Chai & Crumbs
- Ratio cards, October vs December
What’s inside
- 36chapters
- 40fill-in sheets
- 16ratio cards
- 1benchmark card
Recipe costing, purchase control, menu engineering, P&L, break-even and a monthly dashboard, with GST, aggregators and UPI built in.
Who it’s for
Owners opening soon, owners whose café is running but the money feels wrong, and owners growing to more outlets.
The Restaurant People Toolkit
32 chapters to hire right, set expectations early and keep your best people
join for the right reasons, fit the brand, and stay
Join for the right reasons, fit the brand, and stay.
One exit costs about three months of that person’s salary.
People say they leave for money. They usually leave because of a hole you can fix.
- What’s inside: nine parts
- The Attrition Cost Stack
- Salary bands and the role card
What’s inside
- 32chapters
- 42role cards
- 9parts
- 7formats with org structures
Culture, structure, hiring, Day 1 expectations, training, daily management, retention and exits, with a compliance pack and a Desi Lens on every chapter.
Who it’s for
Owners and managers who hire, train and keep a restaurant team, and are tired of rehiring for the same role.
Recipe Management, Costing, Pricing & Inventory Toolkit
One burger, eleven chapters: from the market to the menu price
every gram has a price
Just a burger? Thirty-nine purchases.
Every gram has a price.
The old card said ₹52. The plate cost ₹78.75.
- One dish out of sixty
- Meet the burger
- The burger, layer by layer, in rupees
What’s inside
- 11chapters
- 34fill-in templates
- 9recipe cards
- 39items behind one burger
Master inventory, storage, yield, portions, plate costing and pricing, worked through one Gourmet Veg Burger, with a recipe book, FOH notes and a gate for every new dish.
Who it’s for
Owners and chefs who price a dish by looking at the café next door, and want to price it from the inside.
The Restaurant Operations Toolkit
34 chapters to write the manual that runs your restaurant, shift after shift
the same café, every shift
If only one person can do it, you don’t have a routine. You have a risk.
Six days. ₹10,030. For routines nobody wrote down.
Write it down, or it walks out the door.
- The Away Test
- The week the manager was away
- Anatomy of an operations manual
What’s inside
- 34chapters
- 66SOPs
- 84templates
- 10station cards
Stores, kitchen, counter, floor and delivery, with food safety, maintenance and emergencies under all of them. One binder, eleven sections, one owner each.
Who it’s for
Owners whose café runs on four or five people who just know how things are done.
The Restaurant Sales & Marketing Toolkit
38 chapters to grow your café’s top line without a single discount
grow the branch, keep the promise
Where is the next rupee hiding?
+₹2,50,200 a month on the evening. No discount.
Sell more without ever being pushy.
- The whole book in one page
- The map: 6 parts, 38 chapters
- Moment 1: the welcome drink
What’s inside
- 38chapters
- 96templates
- 6parts
- 4sales moments on the floor
The sales tree, a one-page marketing plan, floor-sales scripts, the media mix, new revenue streams, and the tech and analytics to see which rupee of spend earned its place.
Who it’s for
Owners and managers of a café or restaurant that already runs well and wants to grow sales on purpose. Written for a single outlet of 30 to 120 seats.
The Second Outlet Toolkit
Open your first café like it’s your second
sign like an owner, open like a host
A full Saturday is not a plan.
Eight weeks late. ₹23,95,800 in mistakes.
Open the second café the way you wish you had opened the first.
- Two readers, one path
- How ₹32 lakh became ₹45 lakh
- Master pre-opening checklist
What’s inside
- 38chapters
- 96templates
- 14illustrative drawings
- 21entries in the Mistakes Ledger
Site, lease, money, menu and kitchen, drawings, build, licences, team, launch and the first 90 days, with rule checks dated November 2026.
Who it’s for
First-time openers with no first café to borrow from, and owners opening a second or next outlet without breaking the first.
The waitlist
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