Toronto, Canada-based Ghost Kitchen Brands, led by George Kottas, plans to expand internationally and rebrand under the name Ghost Kitchens International, Nation's Restaurant News exclusively reported.
As part of the company rebranding, Ghost Kitchens International will spin off a subsidiary called Ghost Kitchen EU, headquartered in Athens, Greece and led by Demetrios Marios. GK EU will debut in Greece and soon open two more locations, before expanding to other European countries, including the Netherlands, Sweden and Germany.
Founded in 2015, Ghost Kitchen Brands differentiated itself from the many virtual restaurant companies that have exploded in popularity during the pandemic by running its virtual brands on-site, rather than renting out space to other operators. In 2019, it began partnering with national chains like Cinnabon and Ben & Jerry's. It then opened its first store in a Walmart in 2021, and opened ghost kitchens in Walmarts across North America by 2023.
Under the slogan “Your Favorite Brands, One Order,” the Ghost Kitchen brand (now Ghost Kitchen International) offers customers menu items from Nathan's, Wow Bao, McCafé, Jamba, Donatos Pizza, and more. Now, the company is looking to expand its horizons beyond the North American continent.
“[We are expanding internationally] “This is due to the overwhelming interest from investors who want to partner with us and the incredible number of requests from many brands who want to expand in Europe and other continents,” Kottas said.
But this doesn't mean the company will pause its expansion in the US. Last year, Ghost Kitchens International began franchising and is currently opening new locations in Georgia, Illinois, Nevada, Texas and New York, as well as in Canada. In the US, 30-40 GKI locations are expected to open in 2024, including the Dawsonville, Georgia location (opening in early June) where Richtech Robotics' “Adam the Robot” will prepare coffee and drinks for customers. The Rockford, Illinois location will also “employ” Adam the Robot and Nara Robotics' robot fryer Wingman.
“I feel the same way I did when I started my ghost kitchen brand eight years ago, maybe even more so now. The industry is still evolving, but I believe we're getting closer to where we need to be,” Kottas said. “I'm a big supporter of automation and robotics — not as a replacement for labor, but to assist our staff and allow them to do their jobs better and treat our customers better.”
Kottas has ambitious growth plans for Ghost Kitchens International, with more than 200 outlets planned after this year and more than 400 by 2026.
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