International
Ghost Kitchen Brands is rebranded as Ghost Kitchens International
Toronto, Canada-based Ghost Kitchen Brands, headed by George Kottas, is expanding internationally and rebranding as Ghost Kitchens International, Nations Restaurant News has learned exclusively.
As part of this company rebranding, Ghost Kitchens International will create a subsidiary called Ghost Kitchen EU, based in Athens, Greece and headed by Demetrios Mallios. GK EU will make its debut in Greece with two locations opening soon and plans to expand to other European countries including the Netherlands, Sweden, Germany and more.
Founded in 2015, Ghost Kitchen Brands differentiated itself from many virtual restaurant companies that exploded in popularity during the pandemic by operating its virtual brands locally, rather than leasing space to other operators. In 2019, the company began partnering with national chains such as Cinnabon and Ben & Jerrys. Then, in 2021, the company opened its first Walmart location, and by 2023, it was opening ghost kitchens in Walmart locations across North America.
Under the slogan all your favorite brands in one order, Ghost Kitchen Brands, now Ghost Kitchens International, offers customers menus from Nathans, Wow Bao, McCafe, Jamba, Donatos Pizza and more. Now, the company is looking to set its sights beyond the North American continent.
[We are expanding internationally] because of the overwhelming interest of investors who want to cooperate with us, and because of the staggering number of requests from many brands who want to expand in Europe and other continents, said Kottas.
However, that doesn't mean the company is resting on its US expansion. Last year, Ghost Kitchens International began franchising, and new locations are now opening in Georgia, Illinois, Nevada, Texas and New York, as well as other locations in Canada. In the US, 30-40 GKI locations are slated to open in 2024, with the Dawsonville Ga. location. (which opened earlier in June) using Adam the Robot from RichTech Robotics to prepare coffee and drinks for customers. Location Rockford, Ill. will also employ Adam the Robot, as well as Wingman, a robotic fryer from Nala Robotics.
I believe that as much as I did when I started Ghost Kitchen Brands eight years ago and maybe even more now — the industry is still evolving, but I believe we're getting closer to where it needs to be, Kottas said. I am a strong advocate for automation and robotics, not as a job replacement, but to help our staff and empower them to do a better job and provide better hospitality to our guests.
Kottas has an ambitious growth plan for Ghost Kitchens International. After this year, it plans to 200+ units in 2025, and more than 400 in 2026.
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