Reef Technology, operator of delivery kitchens, logistics and proximity hubs in North America, has acquired 2ndKitchen, a leader in virtual kitchens for hotels, offices, buildings, venues and other hospitality companies. Reef and 2ndKitchen’s existing businesses will be combined under the REEF brand, and will operate under Reef’s Hospitality division. Terms of the deal were not disclosed.
Together, REEF and 2ndKitchen plan to expand their customer base and enable any business to turn on food service without physical infrastructure and the associated expenses. Reef said the transaction strengthens its position in the fast-growing virtual restaurant space by connecting its portfolio of brands to more potential neighborhoods and customers.
2ndKitchen helps businesses such as bars, breweries and hotels partner with hyper-local restaurants to create custom food experiences, attract new clientele and provide additional sources of revenue. 2ndKitchen handles the entire experience, from initial setup to ordering, payment, fulfillment and customer support. To date, the company operates in several major cities across the U.S., including Chicago, New York City, Miami, Denver, Dallas and New Orleans.
“REEF operates the world’s best and most relevant restaurant brands. It is only natural for us to bring these brands to the world’s best hotels and hospitality venues,” said Tommy Rosen, head of development at REEF. “Our acquisition of 2ndKitchen allows us to seamlessly connect hospitality venues around the world with REEF’s brands and excellent operations. This will set a new service standard and revolutionize the guest experience in the hospitality market.”
“At its heart, 2ndKitchen is a data company. Our top priority has always been connecting local businesses and empowering them with everything they need to operate efficiently and seamlessly add value to their guests,” said Nick Anastasiades, CEO and co-founder of 2ndKitchen. “As we look to further this mission, REEF, the neighborhood company, is the perfect partner to help us rise to the next level. Our business’ foundation is its highly differentiated technology that allows businesses to tailor their food experience to their exact needs, and I believe there is still tremendous, untapped market opportunity.”
The 2ndKitchen team will remain fully intact under REEF, including its three co-founders consisting of the Anastasiades, Chief Technology Officer Arik Gaisler and Chief Financial Officer Jon Elron, and will focus on driving REEF hospitality’s mission globally.
