Indian cuisine in the United States has long been associated with casual dining. Most Indian restaurants offer functional seating and service that often lacks sophistication. In contrast, dining experiences in India have evolved rapidly, with high-quality food, expertly crafted menus, and top-notch service becoming the norm. These innovations prompted tech entrepreneurs-turned-restaurateurs Vikram and Anu Bhambri to challenge the status quo. Their restaurant group, Good Times Restaurants, is redefining the experience of Indian food in America by introducing luxurious dining environments and a diverse menu that showcases India’s rich regional cuisine.
A Passion for Food and Culture
“Our journey into the restaurant industry stemmed from our love for food and culture,” said Anu Bhambri. “As we traveled the world, we were inspired by the culinary diversity we encountered. We wanted to create something that would allow us to share the richness of Indian cuisine with a broader audience.”
Vikram and Anu leveraged their experience in tech to ensure a unique approach to running restaurants. With meticulous attention to detail, their restaurant websites feature captivating food photography and testimonials, while they continuously monitor data to fine-tune their menus. This focus on innovation and customer experience has been a driving force behind the success of their ventures.
Rooh: A Michelin-Recommended Experience
The Bhambris’ first restaurant, Rooh (meaning “spirit” or “soul” in Hindi), embodies the essence of Indian cooking while incorporating fresh, local ingredients from California. The restaurant quickly earned a Michelin Guide recommendation in 2021, under the leadership of Chef Pujan Sarkar. The concept of Rooh focuses on blending familiar Indian flavors with seasonal ingredients, resulting in innovative and modern dishes.
With the arrival of Executive Chef Valice Francis, formerly of Indian Accent, the culinary offerings continue to impress. The small plates retain the flavors of traditional Indian home cooking, while the presentation is more refined. Signature dishes like Garlic Chilli Crab, Masala Jackfruit Tacos, and Andhra Kohlrabi exemplify the fusion of innovation and authenticity. Rooh also boasts craft cocktails inspired by Ayurvedic principles, allowing diners to choose drinks based on their preferred flavor profiles.
Fitoor: A Fusion of Flavors and Ambiance
The Bhambri’s latest venture, Fitoor, opened its doors in Santana Row, offering a vibrant and eclectic atmosphere. Divided into three distinct areas, Fitoor transports guests into different realms: a lively open-air lounge, a luxurious Gold Room with gilded accents, and the quieter Green Room with elegant furnishings.
On weekends, the restaurant transforms into a high-energy destination, complete with live DJs and even a fire dancer. The menu, curated by Executive Chef Vaibhav Sawant from Mumbai’s famed Masala Library, is equally dynamic. Traditional Indian favorites like Chaats of India, Deconstructed Bhel, and Dahi Puri meet contemporary twists like Charred Jaffna Lobster Tail and Maryland Soft Shell Crab.
Pippal: A Taste of India’s Villages in Emeryville
Located on the second floor of an open-air mall in Emeryville, Pippal offers a more relaxed, neighborhood vibe. The fast-casual restaurant draws inspiration from the sacred fig trees found in Indian villages, where communities gather to share food and conversation. The bar, featuring a striking chevron tile design, is the focal point of the space.
Chef Munish Kumar Rana highlights regional Indian cuisine with dishes such as Bihari Litti Chokha, Mutton Laal Maas, and Gongura Chicken. Vegetarian options like Baigan Bharta and Vada Pav are also notable for their authenticity and flavor. However, what truly sets Pippal apart is its inventive drink menu. Beverage director Isler Thomas has crafted a variety of cocktails that elevate the dining experience, including the popular Jantar Mantar, a whiskey-based concoction, and the Kerala Backwater, which combines vodka with rasam and honey.
A Culinary Revolution Rooted in Innovation
For Vikram and Anu Bhambri, the shift from tech to the restaurant industry was a seamless one. “Learn fast, fail fast, and adapt to change,” Anu said, reflecting on lessons from their tech careers. This philosophy guides their approach to constantly experimenting with new ingredients and modern interpretations of classic dishes.
As they continue to expand their restaurant empire, the Bhambris remain dedicated to bringing the diverse flavors of India to American diners. “The true reward is seeing guests enjoy the experience we’ve created,” Vikram added. “Every detail is infused with thought and creativity, making all the effort worthwhile.”
Their restaurants represent not just an evolution in Indian dining but also a celebration of culinary tradition and innovation—blending modern techniques with deep cultural roots to offer a unique and elevated dining experience.
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