- DoorDash has expanded its DoorDash Kitchen model to offer DoorDash Kitchens Full Service, a partnership model that allows restaurants to license their brands to the aggregator for assistance with hiring, training and operating the facility. Restaurant Dive.
- The company will serve select brands at its original Redwood City DoorDash Kitchen location and its pop-up DoorDash Kitchen in San Jose, California, which opened today inside the Westfield Oakridge mall. Aria Korean Street Food, Canter’s Deli, Curry Up Now, Milk Bar, The Melt Express and YiFang Taiwan Fruit Tea will operate at the San Jose location.
- The new experience, similar to the operations of a traditional communal kitchen operator, will give DoorDash another way to diversify its offerings, which the company expanded last year. turnkey digital display cases for partner restaurants.
Ruth Isenstadt, director of DoorDash Kitchens, said in an email that when DoorDash launched DoorDash Kitchens, its main goal was to help restaurants grow their geographic footprint and reach more customers to increase revenue. But the company quickly realized that restaurants wanted more than help finding real estate.
“As the opening of any new store requires significant economic and operational investments, including recruitment, equipment procurement, training and more, we have heard from some of our restaurant partners that further support to open a new forward kitchen would be helpful,” Isenstadt said. Said. . “This launched the idea of DoorDash Kitchens Full Service, where DoorDash takes over most of the day-to-day operations to provide a more flexible and cost-effective way for restaurants to expand.”
For example, some restaurants wanted to outsource their external business to free up their catering capacity, while others wanted to test new markets with little risk or get hands-on support for a location while growing their business.
DoorDash will partner with a kitchen operator such as A La Couch to recruit staff to bring in cooks or prepare meals on behalf of DoorDash. DoorDash hires managers and front-of-house staff at each facility to manage delivery and pickup orders. Restaurants will be actively involved in finding optimal menus for each location, including arranging training sessions to ensure kitchen staff produce food of the same quality as their physical location. Partners can also provide an ingredient list and preferred resources to ensure consistency.
DoorDash then runs the day-to-day operations of the facility and restaurant partners receive a portion of the revenue. Some will also have the opportunity to sell wholesale products to DoorDash.
DoorDash has also set up a culinary team led by Chef Carl Bertka, former head of kitchen development at Ruby Tuesday and former pastry chef at Restaurant Gordon Ramsey in London. The team has a mix of fine dining, casual, corporate catering and catering experience to meet a variety of cuisines and business needs.
While the company hasn’t shared any plans to permanently expand this model beyond the Bay Area, if it proves successful, it could give the company a boost over other third-party aggregators, especially since DoorDash essentially oversees the entire delivery experience. from start to finish.
While Isenstadt says DoorDash is currently focused on its San Jose location, there may be increased demand, especially as major chains continue to expand through ghost kitchens, virtual brands, and home kitchens.
“Many restaurants believe that new kitchen models can be a core part of their strategy going forward,” Isenstadt says. Said.