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November 10, 2021

C³ expands partnership with REEF to open 800 virtual restaurants in US

The new partnership builds on the existing collaboration between the two companies.

Food-tech platform C³ (Creating Culinary Communities) has announced a partnership with REEF to open and operate 800 virtual restaurants across the US by 2025.

The partnership builds on the existing collaboration between the two entities, which resulted in a successful expansion of C³ brands at REEF kitchens across the country.

C³’s brands include El Pollo Verde, Sam’s Crispy Chicken, Krispy Rice, Kumi, Sa’Moto, EllaMia, Cicci di Carne, Plant Nation and Umani Burger.

Currently, it has more than 800 digital brand locations across the country as well as a pipeline for expansion of more than 1,500.

C³ founder and CEO Sam Nazarian said: “We are thrilled to expand our incredibly successful partnership with REEF which has helped our ecosystem of brands to flourish. As we expand our operations REEF continues to be our choice for technology, supply chain and operations.”

REEF is one of the largest operators of parking real estate and delivery restaurants in North America. The company’s platform for kitchens connects food brands directly with neighbourhoods and facilitates deliveries.

Commenting on the partnership with C³, REEF co-founder and CEO Ari Ojalvo said: “Our partnership with Sam and his team at C³ is built on shared commitment to delivering quality food experiences to neighbourhoods everywhere.

“With this expanded partnership, we continue to find success as collaborators helping food innovators achieve their dreams by reaching new customers.”

Earlier this week, REEF acquired iKcon, a Dubai-based delivery kitchen operator.

Established in 2019, iKcon operates mainly in the Middle East and North Africa (MENA) region by offering kitchen-as-a-service solutions to restaurants and food operators.

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