REEF Technologies to launch cloud kitchens across MENA
The US-based operator of delivery kitchens, logistics, and proximity hubs, REEF Technologies, has announced plans to launch cloud kitchens for its network of restaurants and brands in MENA.
REEF was launched in 2013 by Ari Ojalvo, Aziz Ihsanoglu, Philippe Saint-Just, Umut Tekin. The firm currently functions as North America’s largest network of mobility and urban logistics hubs with an ecosystem of 4,500 locations and a team of 15,000 associates in 200 cities.
REEF’s technology-driven infrastructure provides congestion-reducing buffering zones and environmentally conscious parking, micro-fulfillment, and delivery solutions to enable the frictionless movement of goods and services. “Leveraging our proximity to the highly concentrated areas where people live and work, REEF is transforming underutilized urban spaces into neighborhood hubs that serve the needs of cities, residents, and businesses”.
Ramez Shehadi, President of International & Chief Growth Officer at REEF speaking said: “As REEF continues its international expansion, this highly strategic partnership is a milestone that will serve as a model for the ways our ecosystem can deliver rich market-backed content to new locations in a way and at a pace that wasn’t possible before.
“We look forward to growing this relationship and replicating it across many priority markets shortly.”
Recall that REEF in a move to continue its global expansion of virtual kitchens acquired United Arab Emirates-based kitchens platform “iKcon” in November last year and now looks to continue its expansion goals into the MENA region.
REEF has a proximity ecosystem of over 8,000 locations and a team of over 18,000 team members. The company established its presence in the Middle East in August 2021.
To date, the company has partnered with several international brands to bring its cloud kitchens concept to local neighborhoods, including MrBeast Burger in Dubai and Another Wing, which REEF globally launched in partnership with DJ Khaled, opening 165 locations in 3 continents, at the same time.
Michael Beacham, President of REEF Kitchens spoke on the convenience REEF kitchen will bring to African brands through the expansion.
“By uniting the region’s largest and most established F&B operator with REEF’s culinary ecosystem, this partnership will bring convenient access to some of the most loved brands to neighborhoods across the Middle East and North Africa.
“Americana is renowned for its outstanding operations and a deep commitment to quality. We look forward to an enduring partnership and helping to build the future of the industry together.”