Fast food ghost kitchens are on the rise and an excellent example of this is Wendy's recently opened location in Toronto, which is operated by Reef Kitchens. According to Stephen Piacentini, Wendy’s vice president of global restaurant development and recruiting, “[Wendy's] urban business in Canada is underpenetrated [and this initiative] helps [the business] creatively get into spots [it] didn’t have near-term plans with brick-and-mortar.” Moreover, the format of the fast food ghost kitchen—which is essentially a food truck—can help the chain grow during the COVID-19 pandemic by providing a safe and accessible ordering experience.
Wendy's partner in this business endeavour—Reef—is reported to be "a rapidly growing option that quickly sets up kitchens in urban parking lots."
Image Credit: Wendy's
Reef Kitchens Helps Wendy's Expand Its Business During COVID-19
Kalina Ned — December 16, 2020 — Marketing