Operations

Noodles & Co testing ghost kitchen

Provided

May 20, 2021

Noodles & Company, based in Colorado, is testing a ghost kitchen model in Chicago's Humboldt Park as a way to expand its 20 brick-and-mortar locations, according to a company press release.

"We're excited to make our ghost kitchen debut in a market in which Noodles & Company is already a staple for existing guests and offer a new way for guests to enjoy our noodle dishes," Stacey Pool, chief marketing officer at Noodles & Company, said in the release. "This is integral to our overall digital strategy as we work to develop faster service through our digital channels with lower overhead and labor costs, all without investing in a physical brick-and-mortar location. And because our food travels so well, guests never have to choose between quality and convenience."

Customers may order through the Noodles Rewards App for pickup and delivery as well as third-party delivery services via DoorDash and UberEats.

Accelerated digital growth
Digital sales at Noodles & Company grew 110% in Q1 2021, accounting for 62% of sales, and the launch of this ghost kitchen further supports guests' changing behaviors even as consumers return to dining in-restaurant, Pool said.

"As guests continue to look for the seamless integration of restaurant offerings and frictionless experience, this test presents an opportunity to gain insights and improve the customer ordering experience with greater access to a broader audience," she said.

Noodles & Company has over 450 restaurants.