In order to keep up with the evolving needs of consumers and remain relevant in a saturated market, many grocery companies and stores have started expanding into new offerings. From online shopping and delivery options to cashierless stores and healthcare centers, food businesses are growing their footprint in any way possible, with some even entering into the world of fast food.
Following this trend, grocery delivery company Gopuff announced on Wednesday the launch of its very own freshly-prepared pizza brand called The Mean Tomato. Customers in over 1,000 cities can now get a New York-style pizza through the new Gopuff Kitchen division, as well as other everyday food and household products, furthering Gopuff's position as a convenient one-stop-shop.
"This is an exciting new category for Gopuff with great potential – we're just beginning to test the waters in terms of what we can do in the fresh, made-to-order food space with instant delivery," commented Vice President of Gopuff Kitchens, Amelia Riba in the press release.
The Mean Tomato's unique menu was created with customers in mind—with traditional cheese and pepperoni varieties among more adventurous choices such as ricotta, Hawaiian, and Truff hot sauce pies–all available on either a regular or cauliflower crust. Plus, the brand offers a few tasty sides and desserts including garlic knots, bacon and cheddar tots, and chocolate or caramel waffles.
The Gopuff Kitchen operation was officially launched in July 2021 after a pilot program saw success in a few select markets. The "all-electric mobile kitchens" are all positioned either inside or adjacent to Gopuff's existing micro-fulfillment centers, allowing the company to maintain its timely deliveries all for delivery fees as low as $2.95. The kitchen facilities also churn out more than just pizza, with additional freshly-prepared menu options including chicken tenders, salad, breakfast sandwiches, and cafe coffee.
This innovative concept of combining ghost kitchens and fast food with groceries has also been seen across other major players in the food retail industry. Kroger, America's largest grocery chain, opened an off-premise ghost kitchen earlier this year in an LA Ralph's location which serves foods from 10 fast-food restaurants for pick-up or delivery. Walmart has also test run similar operations in both Canada and New York in partnership with Ghost Kitchen Brands, in addition to the fast-food stores which have long been present inside Walmart locations.