Wednesday, September 16, 2020

Virtual Kitchens can Drive Chain Restaurant Growth


Operational efficiencies be dammed why not grow with out 85% of the operational cost. When Michael Porter wrote operational effectiveness means performing similar activities better than rivals perform them I don’t think in the restaurant sector he was thing about a virtual restaurant vs a free standing restaurant.

However, according to Steven Johnson, Grocerant Guru® at Tacoma, WA based Foodservice Solutions® “a new business model is developing for meal aggressors specifically the restaurant sector that can reduce the cost of opening a new outlet, in a new territory, state, or region for as much as 85% of what it used to cost.  How?  Using a virtual Kitchen. Here is just one example.

So, Coolgreens CEO Robert Lee announced that the brand has executed a franchise agreement with Humza and Fariha Idrees to open two Coolgreens in Orlando. The first will open in a virtual kitchen space in October, and then a brick-and-mortar restaurant will follow in 2021.

No consider that it will be located in Central Orlando, Coolgreens will operate in a multi-functional shared kitchen facility (virtual kitchen). Guests in the city and surrounding suburbs can order healthy lifestyle foods like salads, wraps, sandwiches and grain bowls for delivery only. Coolgreens will work with five major third-party delivery partners to serve a 20-mile radius.

Humza Idrees, stated, “We are thrilled to introduce Coolgreens to the Orlando community,”… “Now more than ever, Coolgreens is set up to succeed. It’s a brand that evolves and innovates in order to match both current and future market trends. Right now, consumers want to eat their favorite restaurant food, but many feel most comfortable doing it in their own homes. We feel we can fill this need by offering Coolgreens for delivery through a virtual kitchen. Our flavorful, healthier food is a largely untapped delivery option, and we will be able to serve a much greater trade area. We can’t wait to begin delivering Coolgreens’ delicious items to the Orlando area.”

Understand the future. After serving as director of marketing and operations for Tesla in Minneapolis, Idrees started looking into other businesses that aligned with his personal goals of living a healthy life. He and Fariha moved to Orlando in early 2020 and sought out Coolgreens. Idrees said his forte is reading trends and understanding what drives consumer behavior. Because Coolgreens has stayed ahead of the business curve, he saw a promising future for the brand.

“As an entrepreneur, I know there is a special opportunity here even during a pandemic,” Idrees adds. “There is a need for Coolgreens’ nutritious, chef-inspired menu in Orlando. My wife and I are excited to become part of Coolgreens and encourage our new community to join us in leading a healthy lifestyle.”

Are you ready for some fresh ideations? Do your food marketing ideations look more like yesterday than tomorrow? Interested in learning how our Grocerant Guru® can edify your retail food brand while creating a platform for consumer convenient meal participationdifferentiation and individualization?  Email us at: or visit: us on our social media sites by clicking one of the following links: Facebook,  LinkedIn, or Twitter

No comments:

Post a Comment