“They figured out how to make pad Thai in an oven, which I never thought was possible. The company chef has figured out how to capitalize on that automation with even complex dishes across the company’s menu that ranges from Asian to Mexican and from burgers to pizza and healthy bowls, too. For ClusterTruck, the standard model means they can appreciate the drop-in power of a smaller format, but also integrate better with that end-to-end software system.Ī standardized kitchen makes it easier to plug in smart equipment like ovens programmed to make items with many steps. It too is very standardized and can essentially be dropped into one of the company’s many parking facilities. This might sound like Reef, the largest ghost-kitchen operator in the industry. “That allows us to get a standard footprint and model and consistent process to scale.” Not a shipping container or trailer, but a purpose-built modular building,” said ClusterTruck COO Brian Howenstein. “Now, we have a modular kitchen concept, our first is about to be deployed in the next few weeks. It also found a partner in Kroger, which serves as host for two in-grocery kitchens currently and more to come.Ī smaller kitchen footprint and a market model built around it could make growth and expansion easier. Today, the company has seven locations, four in the Indianapolis area, two in Ohio and one in downtown Kansas City. The company expanded, then mothballed a few locations where the marketing wasn’t clicking. When it hit new markets, things were harder. In Indianapolis, the company headquarters, a busy lunch hour for the home-town company worked great. When the company first started scaling up, founder and CEO Chris Baggott said the toughest aspect of the business was getting brand recognition in new markets. It controls the order platform, the cooking and the drivers through a single end-to-end software platform. Ghost kitchen operator ClusterTruck has a new model designed to help the company fill in existing markets and quickly scale new ones.ĬlusterTruck has been operating since 2016, founded on the principle of vertical integration.
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