In October 2021, Rizq launched a bold initiative to tackle food insecurity through a simple yet powerful idea: mobile food carts offering subsidized, nutritious meals to low-income communities. Dubbed Rizq Khana, the model aimed to provide dignified food access without relying solely on charity—an embodiment of Rizq’s broader mission to create sustainable, replicable systems for addressing hunger.

The Vision: More Than Just Meals

The program was built around three core pillars: affordability, dignity, and scalability. Rather than offering free meals, Rizq Khana set a nominal price, enabling consumers to maintain self-respect while accessing quality food. The ultimate goal? A franchise-like system that could be replicated nationwide—efficient, cost-effective, and community-driven.

Phase 1: Launching the Pilot

On 8th October 2021, Rizq rolled out its first cart near Shaukat Khanum Hospital in Lahore. Using a modified rickshaw and a small team, the cart served 100 meals a day, eventually scaling to 500. Meals were prepared in a home kitchen and distributed through a fixed menu that balanced nutrition, taste, and variety. Free refills and paid second meals provided flexibility, while fixed serving times created a reliable routine.

The pilot brought early insights: sales were affected by location limitations, and local dhabas viewed the subsidized cart as a threat. Resource underutilization—staff, van, and food—also raised operational costs. Standardizing portion sizes and managing consumer expectations added complexity.

Phase 2: Evolving the Model

Learning from its pilot, Rizq refined the system. Cheaper meals like Daal Chawal replaced costlier options to ensure affordability. Operations expanded to more carts in high-footfall areas like hospitals and labor zones.

Most significantly, production was centralized. A hub kitchen replaced home-cooked meals, enhancing hygiene and consistency. Alongside this, Rizq introduced an entrepreneurial model: local micro-entrepreneurs received carts, purchased food from Rizq at a subsidized rate, and sold meals with a fixed profit margin. This not only reduced operational dependency but empowered local individuals.

To tackle vendor hostility, Rizq experimented with a new distribution model—partnering with existing dhabas instead of competing with them. Food was prepared centrally and delivered to these vendors, turning potential rivals into allies.

Challenges and Adaptations

From resistance by local vendors to bureaucratic hurdles in securing locations, Rizq Khana faced multiple roadblocks. High per-meal costs required economies of scale to achieve sustainability. Price sensitivity was also a challenge—raising the price of biryani, for instance, led to sales drops, prompting a return to more economical options.

The People Behind the Movement

The success of Rizq Khana rests on its committed team—visionaries who dreamt up the model, operators who bring it to life daily, and the partners and consumers who make the ecosystem work. Each cart not only serves meals but tells a story of resilience, collaboration, and purpose.

Looking Ahead

Rizq envisions expanding the Khana model across Pakistan, constantly refining operations, deepening community ties, and driving policy advocacy. As it grows, the initiative aims to become a replicable blueprint for sustainable food security—proof that dignity, innovation, and impact can go hand in hand.