International fast-food brand Jollibee and delivery platform DoorDash are debuting a new mobile kitchen in Hamilton, Ont. on Thursday, September 2.
A press release says the concept will go beyond the typical ghost kitchen archetype and will serve as a travelling kitchen. The aim is to allow Jollibee to expand its presence in both existing and new markets without the traditional overhead costs of opening a brick-and-mortar store. The store will feature a mobile concept that transforms a flatbed trailer into a fully customized working kitchen featuring state-of-the-art fryers, optimized utility connectivity, and ample storage and refrigeration space.
The “reimagined, movable restaurant concept” will be located at the southwest corner of the CF Lime Ridge Mall and will allow consumers to enjoy their favourite Jollibee dishes by ordering for pickup or delivery through DoorDash or Jollibee’s own online channels.
The mobile kitchen will service surrounding neighbourhoods, including Hamilton, Stoney Creek, McMaster University, and Hampton Heights. It will remain in Hamilton for at least six months before eventually travelling to a new North American location.
“Over the past year, we’ve seen the power of new kitchen models to help restaurants reach more customers and grow sales, which is why we are excited to have created an innovative mobile kitchen that will help Jollibee meet evolving customer needs,” said Ryan Freeman, Head of Enterprise Partnerships at DoorDash Canada.
“As we continue to expand our store network across Canada, the mobile kitchen provides the ideal platform to serve our customers in a more flexible and far-reaching capacity, especially in communities where we don’t yet have a physical store location,” said Maribeth Dela Cruz, President of Jollibee Foods Corporation North America, Philippine Brands.
The mobile kitchen will service customer orders seven days a week, from 10 a.m. to 9 p.m. daily, and offer a limited menu of iconic Jollibee dishes.
The concept launch is part of Jollibee’s plans for Canadian and U.S. expansion.
The brand plans to reach 300 locations across North America by 2024 and to have opened 500 new stores on the continent in the next five to seven years, ultimately reaching far beyond the 12 states and four Canadian provinces in which it currently resides. Before the end of 2021, the brand will open 28 locations, including its first store in downtown Vancouver.