How to Enter and Win a Curry Award

That Gold Sticker Can Change Your Business Forever

When a small curry house in Southall won "Best Restaurant" at the British Curry Awards, the owner reported a 40% increase in bookings within three months. A previously unknown restaurant in a suburban parade was suddenly being written about in national newspapers, featured on regional television, and tagged in hundreds of social media posts. One evening, one award, and the trajectory of the entire business shifted. If you've ever wondered whether entering a curry award is worth the effort, the answer is a resounding yes — but only if you approach it strategically.

The Major Curry Awards in the UK

The UK has several well-established curry award programmes, each with its own reputation, criteria, and audience. Understanding which ones matter most to your business is the first step.

The British Curry Awards

Often called the "Curry Oscars," the British Curry Awards are the most prestigious in the industry. Founded in 2005, the ceremony is held annually at Battersea Evolution in London and regularly attracts political figures, celebrities, and media attention. Categories include Best Restaurant (by region), Best Takeaway, Best Newcomer, and Lifetime Achievement. We've covered the awards in depth in our British Curry Awards guide.

The Asian Restaurant Awards

Broader in scope than the British Curry Awards, the Asian Restaurant Awards cover all Asian cuisines but have strong curry-focused categories. They're well-regarded in the industry and offer good regional coverage.

Regional Awards

Local awards — the Yorkshire Curry Awards, the Scottish Curry Awards, the Welsh Curry Awards — often carry enormous weight within their regions. Winning a regional award can be more valuable to a local restaurant than a national nomination, because the audience is concentrated exactly where your customers are.

Guide Listings

While not strictly "awards," inclusion in guides like the Good Food Guide, the Michelin Guide, and Harden's carries significant prestige. These aren't entered — they're awarded by inspectors and critics — but understanding what they look for informs how you present your restaurant generally.

The Entry Process

Most curry awards operate on a combination of public nomination and judging panel assessment. The typical process runs as follows:

1. Nomination phase: Members of the public nominate their favourite restaurants, usually through an online form on the awards website. This is where grassroots support matters enormously.
2. Shortlisting: Nominations are tallied and combined with the judges' own research to create a shortlist, typically 5-10 restaurants per category.
3. Judging: Shortlisted restaurants may receive anonymous visits from judges (or known visits, depending on the award). Some awards also conduct telephone interviews with the owners.
4. Ceremony: Winners are announced at a gala dinner, usually 4-8 months after nominations open.

Customer Nomination Campaigns

Since public nominations play a significant role, running a nomination campaign is essential. This doesn't mean being pushy — it means making it easy for customers who genuinely love your restaurant to show their support. Practical tactics include:

• A small card on each table with a QR code linking directly to the nomination form
• A social media post explaining the awards and how to nominate, shared 2-3 times during the nomination window
• A mention by staff when presenting the bill: "If you've enjoyed your meal, we'd be grateful for a nomination" — brief, natural, not pressured
• An email to your mailing list with a direct link

What Judges Look For

Whether the judges are anonymous diners or announced visitors, they're typically assessing five core areas:

Food quality: Flavour, authenticity, consistency, and presentation. This is the most heavily weighted criterion. Judges will order a range of dishes to test the kitchen's breadth and depth.

Service: Warmth, knowledge, attentiveness, and professionalism. Can staff describe dishes confidently? Do they manage dietary requirements gracefully? Is the pacing right?

Hygiene: Most award bodies check your Food Hygiene Rating. A score below 4 (out of 5) will typically disqualify you. A score of 5 is expected for winners.

Ambiance: Décor, cleanliness, music levels, lighting, and overall atmosphere. The space should feel intentional and well-maintained.

Value: Not cheapness — but whether the overall experience justifies the price. A £50-per-head fine dining experience and a £12 takeaway can both represent excellent value.

Leveraging a Win (or Even a Nomination)

Being shortlisted — even without winning — is a marketing gift. Here's how to maximise it:

• Update your website and social media immediately with "Shortlisted for [Award Name]" — use official logos if provided
• Issue a press release to local media. Regional newspapers and radio stations love local success stories
• Display your certificate or trophy prominently in the restaurant
• Mention the nomination/win in all marketing materials for the following year
• Thank your customers publicly — they nominated you, and recognising that builds loyalty

If you win, the PR opportunities multiply. National media may pick up the story. Award logos on your packaging, website, and delivery listings increase conversion rates. You can justifiably host a celebration event. Some award-winning restaurants report sustained increases in bookings for 12-18 months following a win.

The Long Game

Don't be discouraged if you don't win first time. Many award winners entered multiple times before succeeding. Each entry builds awareness with the judges, each nomination campaign strengthens your customer relationships, and the process of preparing for judging often improves your restaurant in tangible ways. Enter consistently, improve continuously, and your moment will come.