The Heart of India is a new Indian quick service restaurant offering an exceptional experience of fresh and authentic Indian dishes. It will be located in the Chicago Loop near the intersection of Adams and Wabash (see Appendix K). A quick service Indian cuisine restaurant is a unique concept with a Far Eastern atmosphere to the sound of authentic Indian music that quickly offers tasty Indian cuisine during lunch and dinner at reasonable prices. The restaurant will serve traditional North Indian (Punjabi) cuisine, including tasty vegetarian and meat dishes, as well as starters, Indian breads, wraps, Indian desserts and an Indian burger. Customers will have the option to customize their food with 3 levels of hot spices. Vegetable substitutions will be made for bread and rice for those concerned about carbohydrates and the menu will include tasty low-fat dishes. Indian cuisine is distinguished by the variety of cooking techniques and the sophisticated use of species and herbs such as cinnamon, turmeric and cayenne pepper. Spices used in Indian cuisine have been shown to have medicinal value (1). The fast food sector is one of the fastest growing segments of the restaurant industry in the United States..