NEW YORK – (November 30, 2020) – Thrillist, the James Beard award-winning resource for food, drink, travel, and entertainment is opening a first-of-its-kind rotational Ghost Kitchen in partnership with Zuul to offer delivery exclusives from some of NYC’s most beloved Chefs and Restaurants. The program will begin on December 9 and run until April 16 on Wednesday, Thursday, and Friday evenings. A series of ten restaurants will have the opportunity to lead a two-week chef residency with limited edition specialty meal offerings for delivery. As the industry continues to struggle from the impact of COVID-19, all costs including food, labor, packaging, and delivery will be covered by Thrillist. The purchase of delivery will include a local artist designed custom t-shirt inspired by the restaurant along with an insulated branded reusable bag, cutlery set, and wine tumbler. Participating restaurants include: Rao's, Chinese Tuxedo, Sylvia's, Caracas Arepa Bar and Milu.
Prior to the pandemic, delivery-only kitchens — also known as “ghost kitchens” — emerged as a new kind of restaurant economy, one where food entrepreneurs could bypass the daunting overhead of brick and mortar for asset-light operations out of shared kitchen facilities. While starting as a specialized food delivery strategy, ghost kitchens have transformed into an important business model in light of COVID-19. Thrillist Ghost Kitchen hopes to expand the ways in which people experience beloved cuisine, while lending support to struggling restaurants as they weather the difficult days that lie ahead.
“As an experience-based brand that is fervent about the culinary industry, we wanted to create a program that would help the industry as it works to evolve and reinvent itself during this difficult time, said Thrillist’s Chief Content Officer, Meghan Kirsch. “Our ambition is to continue offering our passionate audience the experiences they crave while helping the community endure this unprecedented time.”
“As New York’s first ghost kitchen, we hope to bring our expertise to a greater set of restaurateurs and operators that are part of the fabric of NYC’s culinary community,” said Sean Fitzgibbons, co-founder of Zuul. “This rotational ghost kitchen residency allows us to leverage our operations and technology platform to support chefs impacted by COVID-19,” said Kristen Barnett, Zuul’s director of strategy, “fitting squarely within our mission to help people thrive in the business of food.”
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Thrillist is the #1 food, drink and travel brand for Gen Z and Millennials [source: Comscore Media Matrix & Plan Metrix, Q3 2020.] Thrillist serves as a guidebook for those that want new experiences and long to turn a good time into a great time. Our nonstop coverage of local culture inspires audiences to discover their world and celebrate every moment. In a serious world, we take fun seriously. In December 2016, Thrillist joined forces with NowThis, The Dodo, POPSUGAR and Seeker to form Group Nine Media -- a global top 10 publisher.
Zuul is a ghost kitchen operations and technology company that provides products and services designed to help people thrive in the business of food. As the world shifts to an on-demand, tech-driven economy, Zuul ghost kitchens make this new operating model accessible to operators and brands. We leverage our real estate and technology to partner with landlords, companies and restaurants to create a more sustainable, hospitality-driven delivery experience for consumers and operators.