Dark kitchens operator Reef has announced what it is heralding the “biggest restaurant launch in history” involving three continents, a new virtual brand and a Grammy-winning record producer.
The company has collaborated with American music executive DJ Khaled to launch Another Wing, a chicken concept that will be rolled out to multiple markets at the same time, including the UK.
The brand will be available in five countries and over 150 locations, becoming the first restaurant concept to ever launch on three continents at the same time.
As well as being implemented via delivery kitchens in the UK, the brand will be present in Canada, France, the USA and the UAE.
Another Wing’s menu will feature bone-in and boneless wings in seven signature flavours, along with complementary sides and baked desserts.
Alan Philips, chief creative officer at Reef, said: “Another Wing is the result of DJ Khaled’s legendary creativity colliding with Reef’s best in class kitchens platform, the fastest-growing restaurant business in the world.
“By launching on three continents and 165 locations at the same time, Reef is sharing with the world how brands can use our platform to scale with unprecedented speed and minimal capital investment. At Reef we are truly connecting the world to your block.”
Another Wing will go live on major delivery platforms from this week, the company said.
DJ Khaled, who has released 12 albums and won Best Rap/Sung Performance for his hit ‘Higher’ at the 62n Annual Grammy Awards, said: “Everything I do is big. My team and I are focused on launching new partnerships, new ideas and spreading love to my fans all around the world.
“Partnering with Reef for this launch is another new exciting venture which allows me to introduce some amazing wings, to everyone, everywhere.”
WE THE BEST ALL CATEGORIES! Introducing @Another__Wing , my new chicken wing concept, available for pickup and delivery from your favorite delivery platforms. Powered by @reeftechnology . #AnotherWing pic.twitter.com/SyFKNgmmkV
— DJ KHALED (@djkhaled) November 11, 2021
Miami-based Reef is the largest operator of parking real estate and delivery restaurants in North America, overseeing 5,000 locations and an 18,000-strong team.
It recently struck an agreement with UK parking management provider APCOA that could lead to British car parks being turned into dark kitchen hubs.
The company is rapidly growing its presence in the UK, including a deal involving hundreds of kitchens with hamburger chain Wendy’s.