DJ Khaled, who spends about half his life on Snapchat, is backing the world's most ambitious restaurant launch. He has partnered with ghost kitchen operator, Reef Technology to create Another Wing, which will launch simultaneously with 150+ kitchens in 5 countries: US, UK, Canada, France, and the UAE.
The food menu is a list of Khaled's favorite foods cause why not. The dishes include include jerk chicken, fried snapper, Middle Eastern rice dish lamb maqluba and wings, of course. The wings are named after things Khaled says on repeat – Honey! Honey! Hot Honey Sriracha, Un Un Un Believable Buffalo, You Loyal! Lemon Pepper, They Don’t Want You to Win Truffalo.
Chicken wings are universally adored and an attractive proposition for virtual brands. It’s Just Wings, the delivery-only concept of Chili’s, was doing $3 million in weekly sales soon after launching in June 2020.
The other half of his life, DJ Khaled spends jet skiing, so naturally Another Wing is also offering delivery by sea, with jet ski’s offering boatside delivery.
Short Squeez Takeaway: Reef is a big player in the ghost kitchen market and has partnered with high profile names such as Wendy's for whom it's building 700 ghost kitchens. Reef has raised more than $756 million, including an investment from SoftBank. More investment and more celebrity orders might be coming its way soon.