In the wake of COVID, virtual concepts have turned into culinary goldmines. The industry could potentially reach $1 trillion by 2030, according to research firm Euromonitor International. In early February, Chipotle joined the fun with Farmesa, a virtual concept offered via Kitchen United in Santa Monica, California. So far, the fast casual is one of the largest restaurant chains to explore this emerging culinary space.
For Chipotle, the new venture represents a departure from the traditional ways in which restaurants operate. Executives such as Nate Lawton, the vice president of new ventures for Farmesa, are confident the new brand will allow the company to test future concepts and learn more about what it means to run a successful virtual restaurant.
In the past, Chipotle has tried secondary food and beverage ideas, such as Tasty Made and ShopHouse Southeast Asian Kitchen. However, Farmesa is the company’s first move into ghost kitchens, driven by a growing better-for-you fast-casual category and the promise to deliver fresh, real ingredients to a wider consumer base. The inception of Farmesa was fueled by a fusion of Chipotle concepts and innovations. Lawton expresses “there are some great things we learned from Chipotle that have allowed us to design what we think is super exciting in this space.”
While Chipotle has seen modernization in the way of operations, store layout, and technology partnerships, Lawton points out Farmesa’s menu is what will truly connect with consumers and keep them coming back for more. Nate Appleman, a James Beard award-winning chef, serves as director of culinary innovation for Farmesa. A Chipotle veteran, Appleman was the driving force behind the brand’s menu in the mid-to-late 2000s. During Farmesa’s infancy, Appleman teamed up with Lawton to discover what customers were looking for on a menu.
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