TiffinLabs to launch in U.S. using Virtual Kitchens

Growing a brand internationally can be very expensive, the land, the building, international training, and brand messaging that needs to be introduced.  Steven Johnson, Grocerant Guru® at Tacoma, WA based Foodservice Solutions® says a leveraging virtual kitchen is a great way to enter new countries with far less capital outlay for growing chains.

So, Singapore-based TiffinLabs plans to launch delivery presence in five U.S. cities. TiffinLabs, founded in 2019, has 10 “digital-first restaurant brands,” such as Publico Express pasta and pizza, Southern Soul fried chicken and Huraideu Korean Fried Chicken in Singapore. They believe they have found the right formula to drive international growth in the U.S..

Kishin RK, founder and chairman of TiffinLabs, stated, “We have developed a sophisticated understanding of cuisine gaps, demand opportunities and innovation partnerships that will bring the American consumer a new experience in food delivery,”  

Here is what I thought was very interesting.  Just where they planned to launch their first outlets, from “five of its core digital-first restaurant brands,” in Austin, Texas, Chicago, Houston, Los Angeles and San Francisco.

Thinking big, TiffinLabs said it has acquired access to more than 1,000 kitchens across the United States, Europe and Asia to create a global network, and roll out of the brands is expected to start in the fourth quarter. That my friends is a tall order even if you are starting with a unit in Texas.

TiffinLabs operates the digital-first restaurant brands out of its kitchens in Singapore, including the soon-to-launch Singapore Makan, which will showcase Singapore cuisine.

They kinda sound as if they are a tech start-up rather than a chain of virtual restaurants as TiffinLabs said it will “harness the power of data analytics to identify food trends and consumer preferences while optimizing its supply chains with its local smart kitchens to fill gaps in delivery zones.”

TiffinLabs was founded by Kishin RK, a real estate developer, along with: Shaun Smithson, a restaurant industry specialist who was previously head of shared kitchens for foodpanda in the Asia-Pacific region and CEO of Fig and Olive; Sam Ahmed, a digital marketer formerly with Facebook, Starbucks and MasterCard; and Phuminant Tantiprasongchai, a mergers and acquisitions expert formerly with Grab and Boston Consulting Group.  How are you planning to grow?

For international corporate presentations, regional chain presentations, local educational forums, or keynotes contact: Steven Johnson Grocerant Guru® at Tacoma, WA based Foodservice Solutions.  His extensive experience as a multi-unit restaurant operator, consultant, brand / product positioning expert and public speaking will leave success clues for all. For more information visit GrocerantGuru.com, FoodserviceSolutions.US or call 1-253-759-7869