Franchising

Soom Soom expanding via ghost kitchens

Provided

April 27, 2021

Thanks to its partnership with C3, an omnichannel food and beverage platform, Soom Soom Fresh, a family owned Mediterranean brand in Los Angeles, is expanding its presence nationwide via digital kitchens and food halls.

Acting as a brand incubator for the first time, C3 will amplify Soom Soom Fresh market share across the U.S., alongside its own national culinary brands including Krispy Rice, Umami Burger and Sam's Crispy Chicken.

"We approached Soom Soom Fresh after their incredible food became a mainstay at our offices and have a deep respect for the love and care they put into every meal," Sam Nazarian, CEO and founder of C3, said in a company press release. "We look forward to making Soom Soom Fresh widely available to consumers while honoring the quality and authenticity that make it so unique."

Soom Soom Fresh, which has six locations in Los Angeles, launched in 2016 and offers fresh Israeli-Mediterranean cuisine without preservatives, including house-made hummus, falafel, shawarma and kebabs. A dedicated C3 brand chef will work directly with the brand to ensure consistent quality of ingredients and taste at new Soom Soom Fresh locations nationwide.

C3 will integrate Soom Soom Fresh into its culinary offerings in September at Citizens Food Hall in New York and Graduate Food Hall in California before opening additional locations in New York, Atlanta, Seattle, Berkeley, Minneapolis, Tempe, Iowa City, Richmond and Ann Arbor.

"C3's execution, integrated supply chain network and unmatched culinary team is what we need to scale our restaurant into a nationally recognized brand while preserving the integrity of our carefully crafted Mediterranean dishes," said Zahi Ofengart, founder and COO of Soom Soom Fresh. "Together, we will inspire the world to come together through the love of our food."