Chinese Wok, the Desi-Chinese restaurant chain owned by Lenexis FoodWorks, has launched a new value platform that puts select noodle dishes at a ₹99 price point. The campaign, titled “Chinese Wok’s Wokday Treat”, is built around a simple weekday insight: officegoers want a quick, satisfying lunch without the cost or planning of a special outing.
What the ₹99 offer includes
The Value Wok is available at ₹99 across participating Chinese Wok restaurants. Hakka Noodles are offered in select regions, while Chowmein is offered in other markets. The campaign film shows freshly wok-fired noodles being served in Value Wok boxes, followed by the first bite, and closes with the mnemonic “Chinese Wok’s Wokday Treat”.
- Price: ₹99 for select noodle dishes
- Menu: Hakka Noodles in select regions; Chowmein in others
- Target audience: young professionals, officegoers and urban consumers
- Placement: outdoor ads at malls, food courts and high-street catchments
Why the weekday lunch break matters
The creative, developed by Havas Creative India, treats the midday break as the campaign’s central moment. Anupama Ramaswamy, Managing Director and Chief Creative Officer at Havas Creative India, said the team wanted to take a simple consumer truth—”that weekdays can feel repetitive and practical, and lunch is often the small break you actually look forward to”—and make it ownable for Chinese Wok.
For a QSR brand, the ₹99 entry point matters because it reduces the mental barrier to dine-in. Instead of competing only on delivery or special occasions, Chinese Wok is making itself an everyday, walk-in option.
How the value platform fits the brand’s growth plan
Arvind R P, CEO of Lenexis FoodWorks Pvt Ltd, described Desi Chinese as India’s favourite comfort food and said the value platform puts classics within everyone’s reach. He added that the offer, brought to life by Havas Creative India, is “a key building block” in making Chinese Wok an omni-channel brand as it expands across the country.
The campaign is being amplified through outdoor communication in malls, food courts and key locations near high-street catchments—places where the target audience is already making a lunch decision.
What marketers can take away
The campaign is a useful example of daypart marketing. Rather than trying to own an entire category, Chinese Wok is attaching a single price point and a memorable name to a specific, repeatable moment: the weekday lunch break.
For food and retail brands, the takeaway is to find a routine moment in the consumer’s week and give it a branded ritual. The price makes trial easy, but the mnemonic—Wokday Treat—is what makes the association stick.
Source: MediaNews4U
