A Miami Company Had Big Plans for Portland’s Fast Food. It’s Struggling to Deliver.
Reef Technology operated “ghost kitchens” in trailers parked across Portland. But a company with plenty of cash and a can’t-miss idea appears to be in retreat.
December 14, 2022
Ghost kitchens, also known as virtual restaurants or delivery-only kitchens, are facilities that prepare meals for delivery through third-party apps such as Uber Eats and Grubhub. These ghost kitchens have become popular in recent years, particularly during the COVID-19 pandemic, as they allow restaurants to pivot to delivery without needing a physical storefront.
Reef Technology
One company, Miami-based Reef Technology, operates many ghost kitchens in Portland, Oregon, using trailers or vessels in parking lots around the city. However, the company has faced criticism for its rapid expansion and its ghost kitchens’ impact on traditional brick-and-mortar restaurants. Some have also raised concerns about the environmental effects of these delivery-only operations, which may contribute to urban sprawl and traffic congestion.
Reef Technology plans to transform parking lots into “urban mobility hubs” with ghost kitchens, micro-fulfillment centers, bike and scooter rental stations, electric vehicle charging, drone pads, and rideshare/autonomous vehicle buffering areas. However, the company has faced criticism for its rapid expansion and impact on traditional brick-and-mortar restaurants in Portland. The company’s ghost kitchens have also been criticized for their environmental impact, including urban sprawl and traffic congestion. In addition, some workers at the company’s ghost kitchens have raised concerns about working conditions and lack of training.
Rapid Expansion
Reef Technology operates ghost kitchens in Portland, Oregon, under brands including Wow Bao and Rebel Wings. The company has faced criticism for its rapid expansion and impact on traditional brick-and-mortar restaurants in Portland, as well as for the environmental impact of its operations, including urban sprawl and traffic congestion. In addition, some workers at the company’s ghost kitchens have raised concerns about working conditions and lack of training. The company has also faced criticism for issues with trash and sanitation at its parking lot locations, including rat infestations. Some former employees and industry experts have also questioned the sustainability of the company’s business model and its ability to compete with other food delivery options.
The original article is “A Miami Company Had Big Plans for Portland’s Fast Food. It’s Struggling to Deliver.“