Project X Restaurants is an independent F&B consulting and turnkey project partner helping entrepreneurs, restaurant companies, investors and hospitality businesses build, launch, restructure and scale food businesses. Our work covers strategy, feasibility, concept development, menu and product development, kitchen planning, operations, recruitment, training, systems and pre-opening execution. Explore our restaurant consulting services or client portfolio.

Project X combines commercial strategy with practical operating experience. We evaluate the complete F&B business—concept, customer, location, economics, menu, kitchen, people, systems and execution—rather than advising on isolated components. Our approach is built around certainty, credibility, knowledge arbitrage and execution capacity.

Project X works across QSRs, cafés, restaurants, premium and speciality food concepts, bakeries and confectionery, cloud and hybrid kitchens, food courts, central kitchens, hotels, resorts, bars, lounges and multi-unit F&B businesses.

We work with first-time entrepreneurs, restaurant owners, established restaurant groups, investors, developers, hotels, hospitality businesses and companies looking to restructure or scale their F&B operations.

Project X is based in Delhi NCR and works with F&B businesses across India. Projects can be structured around individual outlets, multi-unit businesses, central kitchens, hospitality assets and larger F&B developments. See our Delhi restaurant consulting page.

Ideally, before committing significant capital. Project X can be involved while evaluating the concept, location, investment or business model, allowing critical commercial and operational decisions to be tested before they become expensive to change.

Yes. We can evaluate the concept, target customer, competition, location, pricing, projected sales, investment, operating costs and operational requirements to establish whether the proposed business has a commercially viable foundation.

Yes. An F&B feasibility study can cover market research, catchment analysis, competition, location, concept positioning, pricing, projected revenue, CAPEX, operating costs, manpower and unit economics.

There is no universal investment figure. Restaurant investment depends on format, city, location, size, positioning, property condition, kitchen requirements, interiors, equipment, technology, licences, staffing and working capital. We recommend developing a project-specific CAPEX and operating model before committing capital.

Read our detailed guide: How Much Does It Really Cost to Open a Restaurant in India in 2026?

Yes. We can evaluate the location, catchment, competition, rental economics, space efficiency, kitchen potential and commercial viability before a long-term property commitment is made.

A restaurant location should be evaluated against the concept, not simply by footfall. Project X considers catchment, customer profile, accessibility, visibility, competition, rental economics, surrounding businesses, delivery potential and the operating requirements of the proposed format.

Yes. Project X can take an initial business idea and develop the concept around its target customer, positioning, menu, pricing, format, operating model and commercial objectives. Explore our case studies.

Depending on the project, concept development can include market research, positioning, customer definition, cuisine direction, menu architecture, pricing strategy, service model, customer experience, kitchen requirements and commercial modelling.

Yes. Project X works on QSR development across proposition, menu architecture, product development, kitchen design, workflow, staffing, SOPs, training, unit economics and scale-readiness. See our D!PR case study.

Yes. We work across cafés, QSRs, fast casual, premium and speciality food concepts, adapting the commercial and operating model to the intended customer and positioning.

Yes. We can assess the existing concept, customer proposition, menu, pricing, operating model and competitive position and recommend changes where the business requires repositioning or restructuring.

Yes. Project X works with premium restaurants and fine dining businesses on concept positioning, customer proposition, menu strategy, kitchen planning, service operations, staffing, training, commercial performance and operational improvement.

Yes. Engagements can cover concept development, beverage strategy, food programme, operational planning, staffing, inventory systems, service standards, unit economics and launch readiness, subject to project requirements.

Yes. Project X works with hotels and hospitality groups on F&B strategy, restaurant concepts, operational improvement, new food formats and performance enhancement. Visit our dedicated Hotels, Malls & Developers consulting page.

Yes. Guest experience can be evaluated through the proposition, arrival, hosting, menu communication, service sequence, product consistency, ambience, operational delivery and feedback mechanisms. The objective is to align the experience with the intended positioning and customer expectations.

Yes. The engagement may involve repositioning, menu and pricing review, service design, operational audit, productivity, manpower, customer experience and commercial restructuring.

Yes. Project X works on menu architecture, cuisine development, recipe development, product trials, costing, pricing, portion control, standardisation and operational feasibility.

The objective is not simply to create a large menu. Products are evaluated for customer relevance, differentiation, food cost, preparation time, consistency, kitchen capability and scalability. Explore our project case studies.

Yes. We can develop and standardise recipes with defined ingredients, quantities, portions, preparation methods, yields, costing and production procedures to improve consistency across teams and locations.

Yes. Project X develops food production and assembly systems designed for consistency across locations. This can include central kitchens, production processes, recipe standardisation, portioning, storage and outlet assembly.

Food industrialisation means designing food production so products can be produced consistently, efficiently and at scale. It can involve standardised recipes, controlled production processes, centralised preparation, portioning, storage and assembly systems.

Yes. Project X plans commercial kitchens around the menu, projected volumes, equipment, storage, manpower, workflow and service model. The objective is to create an efficient operating system rather than simply fitting equipment into the available space.

Read: How to Design a Restaurant Base Kitchen That Can Scale to Multiple Outlets.

Existing kitchens can be assessed for movement, bottlenecks, equipment utilisation, storage, production flow, manpower and throughput. Project X can then recommend layout, workflow and process improvements.

Yes. Project X develops SOPs covering recipes, food production, opening and closing, cleaning, service, inventory, quality control, training and daily operating procedures.

Yes. Project X has an F&B recruitment and training capability covering leadership, kitchen, FOH and operational roles. Training can include induction, product knowledge, SOP implementation, service standards, assessments and pre-opening training. Visit Project X Recruitment.

Yes. Pre-opening support can include recruitment, training, menu and product finalisation, SOP implementation, vendor coordination, kitchen readiness, operational trials, mock service and launch preparation.

Yes. Project X works with existing businesses on operational turnaround, including financial diagnosis, menu profitability, food and labour cost optimisation, manpower restructuring, productivity improvement, operating systems and management processes.

Yes. Revenue alone does not determine restaurant profitability. Project X can examine food cost, labour, rent, wastage, discounts, menu mix, procurement, productivity and other operating costs to identify where the business is losing margin.

Yes. Depending on the business, restructuring may involve the concept, menu, pricing, kitchen, staffing, procurement, management structure, operating systems or overall commercial model.

Yes. Not every underperforming restaurant needs a new concept. In many cases, the opportunity is to improve execution, product consistency, kitchen productivity, manpower, procurement, menu economics and management systems.

Yes. An operational audit can assess the restaurant's kitchen, service, food quality, SOP compliance, manpower, cleanliness, systems, customer experience and overall execution to identify operational gaps and improvement opportunities.

Project X can diagnose the constraints preventing replication, which may include inconsistent products, weak SOPs, excessive dependence on key individuals, inefficient kitchens, inadequate training, supply-chain issues or weak unit economics. The objective is to build systems that make the business more repeatable.

Yes. Project X works on the systems required to make an F&B business more replicable, including standardisation, SOPs, recruitment, training, kitchen systems, supply chains, central production and operational controls.

Expansion should be supported by repeatable unit economics, consistent product quality, documented operating systems, trained management, reliable supply chains and the organisational capability to support additional locations.

Yes. Franchise readiness requires more than a successful first outlet. Project X can help establish operating standards, recipes, training systems, quality controls, supply-chain requirements and other systems required to replicate the business consistently.

Yes. Project X works on central kitchen planning, production flow, equipment, food industrialisation, cold-chain requirements, manpower, SOPs and distribution systems designed to support multiple outlets.

Read our guide: Designing a scalable restaurant base kitchen.

Yes. Project X can work on delivery-first, cloud and hybrid food businesses, including concept development, menu design, kitchen planning, production systems and operating models.

Yes. Project X works with hotels and hospitality groups on F&B strategy, concept development, operational improvement, new F&B formats and performance enhancement. Visit F&B Consulting for Hotels, Malls & Developers.

Yes. Project X can help malls and developers evaluate and build F&B strategies around tenant mix, concept selection, customer catchment, footfall, dwell time and the commercial objectives of the asset.

Yes. Project X can provide an independent F&B perspective when evaluating a concept, operator, location or existing food business. The assessment can cover the concept, market, operations, investment requirements and commercial model.

Yes. Project X works with established restaurant businesses on strategic advisory, operational restructuring, menu development, cost optimisation, recruitment, technology enablement, growth and scale.

Yes. Project X can evaluate the catchment, positioning, customer profile, asset characteristics and competitive environment and develop an F&B strategy covering concept mix, tenant mix and commercial considerations.

Projects typically begin with understanding the business objective, current stage, investment parameters and key challenges. Project X then defines the appropriate scope, which may include diagnosis, feasibility, concept development, project development, operational restructuring or ongoing strategic advisory.

No. F&B businesses have different commercial and operational requirements. Project X structures its engagement around the specific business problem, project stage and level of execution support required.

Consulting fees depend on the assignment's scope, complexity, duration, deliverables and execution involvement. A feasibility study, operational audit, concept development, turnkey project or multi-unit advisory engagement will have different commercial requirements.

Project X defines the scope and deliverables before proposing a professional fee. For a project-specific discussion, contact us.

Depending on the requirement, engagements may be structured as fixed-scope assignments, project-based consulting, retainers or phased programmes. The commercial structure is aligned with the scope, duration and expected involvement.

Yes. Project X can undertake specific assignments such as feasibility, menu development, kitchen planning, operational audits, recruitment, training or restructuring, as well as integrated consulting engagements.

Project X combines advisory with execution support. Depending on the engagement, the team can remain involved through concept development, menu and kitchen planning, recruitment, training, SOP implementation, pre-opening and operational execution.

The timeline depends on the scope. A feasibility or diagnostic assignment may be relatively short, while concept development, restaurant setup, central kitchen development, restructuring or multi-location projects require longer engagement periods.

If you are starting a business, you may need feasibility, concept development or turnkey setup. If you already operate a restaurant, you may need an operational audit, turnaround, restructuring or scale programme. Project X can first understand the business requirement and then define the appropriate engagement.

A short brief is sufficient to begin. Helpful information includes the business format, city, current stage, investment parameters, intended timeline and the specific challenge or objective. You can share the details through our Contact page.

Start by sharing what you are building, evaluating or trying to fix. Project X will understand the business objective, current stage and key requirements before recommending the appropriate consulting scope. Start a project enquiry ↗

Ashwani Basantani is the Founder of Project X Restaurants and Cloud Kitchen Exchange. His work focuses on F&B business diagnostics, restaurant development, operational restructuring, hiring and scale-readiness.

Connect with him on LinkedIn or read more about Project X.

Project X approaches restaurants as operating businesses, not simply physical spaces. Commercial viability, customer proposition, menu, kitchen workflow, equipment, manpower, systems and execution are considered alongside design and project development.

Project X has worked across multiple F&B formats, including QSRs, cafés, premium restaurants, food brands, delivery businesses and emerging concepts. Explore the client portfolio and case studies for examples of projects and engagements.