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Dark kitchens Reef hits global note with Grammy-winning DJ Khaled

DJ Khaled, Another Wing

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 Amercian 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 USA.

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.

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As well as being implemented via delivery kitchens in the USA, the brand will be present in Canada, France, the UK and the UAE.

Another Wing’s menu will feature bone-in and boneless wings in seven signature flavors, 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.”

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.

Tags : dark kitchensdelivery kitchensReef Technologyvirtual brands
Andrew Seymour

The author Andrew Seymour

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