How My Pakistani Chopped Cheese Brings In Up To $140K A Month In NYC

Why It Matters

Nishan shows that culturally hybrid food concepts, when amplified by social media, can achieve six‑figure revenues with relatively low startup costs, offering a replicable model for other niche restaurateurs.

Key Takeaways

• Pakistani‑American fusion chop cheese drives $140K monthly sales
• Founder leveraged finance background, food festivals, and TikTok hype
• Startup costs $70K; rent $6.1K, meat $15K monthly
• Community support and social media generate consistent foot traffic
• Profit reinvested; owner works 14‑hour days, plans expansion

Summary

The video profiles Zeeshan, founder of Nishan, a New York fast‑casual spot that serves a Pakistani‑American twist on the classic New York chop cheese. After a layoff from JP Morgan, he turned to street‑food festivals and quickly built a brand that now pulls as much as $140,000 in a single month.

Nishan’s menu blends chapli kebab spices, pepper‑jack and American cheese, lime‑cilantro sauce and tamarind chutney, creating a unique product with no direct competition. The venture was launched with $70,000 of personal savings, incurring $15,000 in equipment, $10,000 in remodel, $10,000 in electrical work and $6,100 monthly rent. Monthly expenses total roughly $40,000–$45,000, leaving a healthy profit that is being reinvested.

A TikTok review that gave Nishan a 9.1 rating and a feature on the food‑truck show “Great Food Truck Race” helped sell out the Smorgasburg booth in two hours. Zeeshan notes, “If you capture 1 % of the 99 % of America, you can survive,” highlighting the power of community loyalty and social media buzz.

The story underscores how ethnic fusion concepts, when amplified by social media, can generate rapid scale in a crowded market. For aspiring restaurateurs, Nishan illustrates that a clear niche, aggressive online promotion, and reinvested earnings can turn a kitchen experiment into a multi‑six‑figure operation with expansion potential.

Original Description

Zeeshan Bakhrani, 34, is the owner of Nishaan in New York City’s East Village. He opened the restaurant in August 2025 with $70,000 of his own savings, monthly revenue grew from $57,000 to a peak of $140,000. Nishaan’s signature Pakistani chopped cheese — a mashup of a New York chopped cheese and Pakistani chapli kebab flavors — has built a loyal following on social media.

Check out Nishaan’s Instagram here: @eatnishaan

Produced, Shot and Edited by: Mickey Todiwala

Managing Producer: Beatriz Bajuelos

Additional Camera: Kaan Oguz

Animator: Christina Locopo

Reporter: Sarah Jackson

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How My Pakistani Chopped Cheese Brings In Up To $140K A Month In NYC