Dishoom was founded in 2010 by a Harvard MBA turned ex-Bain consultant. The Indian restaurant has grown to 15 locations in the UK with annual sales of $180m. One driver has been a genius marketing play: loyalty diners get the entire meal for free if they roll “6” on a dice (before 6pm on a weekday with 12 or fewer guests). The expected value of the discount is only 16.7% (1/6th), which is underwhelming for a happy hour deal but the gambling element pulls on those psychological strings and fills the restaurant up during typically less busy hours in late-afternoon. Dishoom is able to tie the dice game back to an old Bombay lottery from the 1960s (“Matka”), which is consistent with the rest of the brand (and probably why other mid-tier fine dining chains haven’t been able to pull off a similarly profitable promotion). LVMH-linked PE firm L Catterton seems to be a fan, as it recently invested in Dishoom at a ~$400m valuation and Dishoom will open a New York location in 2026.