REEF Buys Virtual Kitchen Operator

Reef Technology Inc. has struck a deal to buy 2ndKitchen, a virtual kitchens for hotels, offices, buildings, venues and other hospitality companies. Reef and 2ndKitchen’s existing businesses will be combined under the Reef brand, and will operate under Reef’s Hospitality division.

Terms of the deal were not disclosed.

Together, Reef and 2ndKitchen will expand their customer base and enable any business to be able to turn on food service without physical infrastructure and the associated expenses. The transaction strengthens Reef’s position in the fast-growing virtual restaurant space by connecting its portfolio of brands to more potential neighborhoods and customers.

To date, 2ndKitchen operates in a number of major cities across the US, including Chicago, New York City, Miami, Denver, Dallas and New Orleans. 2ndKitchen powers the virtual food service of over 100,000 rooms & common areas, servicing local businesses such as Hotel 50 Bowery in New York City and Hopewell Brewing in Chicago, as well as enterprise hotel chains like Hilton and Marriott.

Tommy Rosen, Head of Development at Reef, said, “Our acquisition of 2ndKitchen allows us to seamlessly connect hospitality venues around the world with REEF’s brands and excellent operations. This will set a new service standard and revolutionize the guest experience in the hospitality market.”

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“At its heart, 2ndKitchen is a data company. Our top priority has always been connecting local businesses and empowering them with everything they need to operate efficiently and seamlessly add value to their guests,” said Nick Anastasiades, CEO and co-founder of 2ndKitchen. “... Our business’ foundation is its highly differentiated technology that allows businesses to tailor their food experience to their exact needs, and I believe there is still tremendous, untapped market opportunity.”

The 2ndKitchen team will remain fully intact under Reef, including its three co-founders consisting of the CEO Nick Anastasiades, CTO Arik Gaisler and CFO Jon Elron.