Dishoom pays loving homage to the Irani cafés that were once part of the fabric of life in Bombay. These cafés broke down barriers by bringing people together over food and drink. They were the first places in Bombay where people of any culture, class or religion could take cool refuge from the streets with a cup of chai, a simple snack or a hearty meal.

Dishoom have said that they highly value loyalty, but do not fully understand. Their repeat visitors are about the industry average, which means that around 80% of their guests are first-time visitors. On the other hand, Dishoom also has a ton of die-hard, super-loyal fans who return again and again no matter the distance.

Dishoom were looking for a way to encourage first-time visitors to return again while also rewarding their long term fans.