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
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