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Like many great ideas, NaanStop started as a conversation around the dinner table. That’s according to co-founder Neal Idnani, who operates the Atlanta-based chain of quick-service restaurants with his brother, Samir.
“Our mission is to make Indian food a comfortable, approachable everyday experience using our mom’s recipes from scratch,” Idnani said.
Before building NaanStop, the brothers noticed very few of their American friends ate Indian food regularly. “We had some friends would come over and raid our refrigerators of leftovers, but they would never go out and eat Indian food because they felt like they needed someone to guide them through the process,” he said.
They believed that if they created a place that broke things down for guests through a build-your-own menu of wraps, salads, and bowls, they could be onto something. As it turns out, they were.
The pair started NaanStop as a food truck in Los Angeles in 2012, when Samir was graduating from business school, and the food truck scene was thriving. The concept allowed them to test the menu before moving to Atlanta and opening brick-and-mortar locations. “We grew up in the South; we have roots here. Also, it’s a great place to start a business,” Idnani said about the decision to move closer to home.
Serving scratch-made meals to the Atlanta community
NaanStop’s three locations originally targeted high-traffic areas for office workers who needed a quick, convenient lunch. When the pandemic changed work routines, the business had to pivot. “We had to find people where they were,” Idnani said. “On a Hail Mary, I posted in my neighborhood Facebook page, ‘Hey guys, I’m bringing our family meals to my front yard, you can just come pick them up.'”
The community response was so great that it sparked the idea for a fundraising program, which has since become a cornerstone of the business. Giving back not only supports the Atlanta community but also facilitates a reciprocal model where the business and its neighbors thrive. Here are NaanStop’s strategies for community engagement.
Tip 1: Find and serve your hyperlocal communities
Atlanta’s mix of hyperlocal communities makes the city stand apart. “It’s a big city with a lot of really small, independent neighborhoods that all have a different vibe,” Idnani said. Within these hyperlocal neighborhoods, NaanStop partnered with various organizations around the city. What began at one school quickly expanded.
“Once people saw us in their communities, they started saying, ‘We’ve got a 5K happening this weekend, can you come and do a presence?’ or ‘We’ve got an art gallery that’s holding a fundraiser for this other organization. Can you come over here?'” Idnani said.
To date, NaanStop has raised more than $50,000 for causes including domestic violence support, food insecurity, local schools, and churches. And today, the team supports two to three pop-up fundraiser events each week.
Tip 2: Utilize pre-order capabilities to scale operations without waste
To fulfill high order volumes at fundraiser events each week, NaanStop uses its brick-and-mortar locations to prepare meals in advance. The setup allows customers to grab and go on-site, usually within a 45-minute pick-up window.
For each pop-up fundraiser event, the team creates a custom website where customers can place their orders and pay ahead of time. Each website also includes pickup instructions, the menu, and anything custom to the particular fundraiser.
“Because we’re able to get the preorders through Websites, we know exactly how many meals we have to make, and it ends up being easier and more economical,” Idnani said. “And there’s no waste, because we can prep everything and know exactly what we need to bring on-site.”
Tip 3: First-time customers turn into meaningful relationships
Over time, NaanStop began putting on larger events, including a party for Diwali that they throw every year. The event has become an annual fundraiser for Raksha, an organization that supports survivors of domestic violence in Atlanta’s South Asian community.
“We don’t really ask for anything, but it’s kind of incredible how, when you give, people want to support you,” Idnani said.
Each pop-up event has helped NaanStop turn first-time customers into loyal regulars. “We can track through Square Loyalty who orders at the pop-ups and then come to the store, which has been really great to see how many customers we’ve acquired through these fundraising efforts,” he said.
Start small, say yes
For other businesses looking to engage with the community in meaningful ways, Idnani suggests saying yes to the small things. “When people ask for help, if you say yes, it tends to lead to the next thing,” he said.
For those who want to be proactive, he recommends starting with the organizations that you feel connected to and asking what you can do to help. “Just send them an email or give them a call,” he said.
A simple, “What can we do to help? Can we help you raise funds?” goes a long way for the community and your business.
Staff Picks
This piece is part of the Square content collection, Around the Corner: Atlanta Edition. It’s packed with hyper-local data and community-first advice, just like this feature.
To close out the interview, we asked Neal Idnani of NaanStop to share a few favorite local spots — whether it’s a special occasion or a regular day in their neighborhood. Here’s what he had to say:
NaanStop Staff Picks
Business: NaanStop
Founders: Neal Idnani and Samir Idnani
Location: Atlanta, Georgia
City must-do: The Beltline
“It’s these 20-some mile rail tracks that were owned by the city and had been derelict for decades that they repurposed and paved into trails where people can walk, bike, and run. It has amazing restaurants, and bars, and just places to hang out. You really feel the vibe of the city and the vibe of the different neighborhoods that you’re walking through.”
Latest obsession: Kamayan (Filipino) on Buford Highway
“When I have friends in town, I like to bring them there because it’s the kind of place where you’re getting some real food, very authentic, great flavors. And I have met the owners and stuff, and they’re just great people. All my friends have loved it and nobody’s been disappointed.”
Best corridor for neighborhood eats: Buford Highway
“It’s probably the area that has the most and most interesting food in Atlanta. It’s got everything from your Latino, central American flavors, and then it also has a huge East Asian and Southeast Asian population as well. So there’s tons of Vietnamese, Korean, Filipino kinds of flavors as well.”
Neighborhood organization shout-out: Neighbor in Need
“The organization fixes roofs and things like that for elderly people in the community who might have to lose their home because their air conditioner broke and they can’t afford to fix it or things like that. So any sort of organization like that we’re just constantly continuing to figure out ways that we can work with them.”
