Section 2: How We Talk About the Brand
Lesson 3 of 13
Words we never use
+10 XP
Never customer. Never Cali-Indian. Never Tikki Masala or Marsala. Never curry as a catch-all. Never ethnic. Never lead with authentic Indian.
- Customer. We do not have customers. We have guests. Always , always.
- Cali-Indian. We do not say this. Use , or Indo-Californian.
- Tikki Masala. Marsala. Both are wrong. The dish is (tee-kah, muh-sah-lah). Two words. One k. No r.
- Curry. Use the actual dish name (, , , , , ). Curry is a Western catch-all. We are specific.
- Ethnic. Our food is not ethnic. It is Indian street food.
- Authentic Indian (as a brand label). The food itself is 100 percent authentic. The format goes California on six signature dishes (, , , , , ). The rest is true to India. Do not lead with authentic Indian as our brand line, the line is .