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Last fall, walking bottomward Mission Street, in San Francisco, I noticed a new accession to an contrarily accustomed parking lot at the abject of Bernal Heights Hill: a large, white trailer, about the admeasurement of three parking spaces, bashed with a banderole that apprehend “food aces up here.” On one ancillary was a account of restaurant brands with names and logos that seemed algorithmically generated: WokTalk, Burger Bytes, Fork and Ladle, Umami, American Eclectic Burger, Wings & Things. The bivouac was absorbed up to a generator, which was positioned abaft two carriageable toilets; it active parking spots already aloof for Maven, an hourly-car-rental startup, adjourned by General Motors and marketed to gig-economy workers. (G.M. shut bottomward Maven in April.) Through a baby window cut into the side, I could see two men affective about what appeared to be a kitchen. The architect hummed; the air agitated the abating aroma of fryer oil; the toilets were padlocked. One of the men came to the window and apologized: I couldn’t adjustment aliment directly, he told me—I would accept to adjustment through the apps.
The trailer, forth with a few others in San Francisco, is operated by Reef Technology, a startup based in Miami. According to business materials, Reef creates “thriving hubs for the on-demand economy” by “reimagining the accepted parking lot.” By bringing in utilities like electricity, gas, and water, and ambience up “proprietary containers,” the aggregation hopes to about-face parking lots into reconfigurable association hubs. Lots ability be “formatted” to accommodate adaptable kitchens, beer gardens, retail pop-ups, vertical farms, auto-body shops, medical services, rental stations for electric vehicles, and so on. “We accept these pods, which arguably are not pretty, but they’re functional. They can abutment any affectionate of application,” Ari Ojalvo, the C.E.O. of Reef, told me. “If you appetite to put a grocery abundance in there, put a grocery abundance in there. Laundry, put laundry.” Ojalvo compares his aggregation to Apple: aloof as the App Abundance allows developers to actualize and advertise iOS-based accoutrement and services, so Reef provides basement for parking-based businesses. “Apple uses connectivity as a platform; we use adjacency as a platform. We acquiesce third-party applications to angle on this adjacency belvedere and get afterpiece to consumers,” he said.
Ojalvo and one of his three co-founders, Umut Tekin, met as undergraduates at Northwestern University, in the backward nineteen-nineties. Afterwards graduation, both formed as administration consultants: Tekin in technology, and Ojalvo focused on supply-chain optimization. They started their aggregation in 2013, in Miami, beneath the name ParkJockey, and initially offered an app for reserving parking spaces in advance, which launched the afterward year in London and Chicago. The app included a back-end account for parking operators, and the aggregation connected to body out its garage-management software. In 2018, ParkJockey aloft about a billion dollars from SoftBank Vision Fund, and acquired the two better parking operators in North America, Impark and Citizens Parking. In the barter advertisement Parking Today, administrator John Van Horn speculated about the repercussions of ParkJockey’s ascent. “I accept accustomed a cardinal of calls from operators beyond the fruited apparent allurement about ParkJockey,” Van Horn wrote. “Who are they? What does their software do? Yikes, are we prey?” Shortly afterwards the acquisitions, the aggregation afflicted its name to Reef, to arm-twist a advancing ecosystem. It now manages 1.3 actor parking spaces in blaster hundred locations—city centers and residential neighborhoods, as able-bodied as airports, hospitals, stadiums, and hotels—in Canada and the United States. (Tekin larboard the aggregation in 2019.)
In the past, Reef has pitched itself as anticipating a apple in which free cars are the norm, and fleets of self-driving ride-share cartage accomplish parking mostly obsolete. In such a world, parking lots would accept to be repurposed. Over the accomplished two years, though, the company’s anecdotal has afflicted somewhat: Reef’s admiral now accent their assignment in “creating the abutting appearance of a neighborhood” by basic bounded acumen and advancement hubs. This year, Reef launched a affiliation with Bond, a acumen startup that operates “nano-warehouses”: accomplishment centers, generally in abandoned storefronts, that can be acclimated for last-mile delivery. City-dwellers may anytime aces up their Amazon bales and clamshell-carton dinners in a parking lot or abandoned retail space, like academy acceptance dipping into the campus centermost afore beat aback to the dorms.
For now, though, Reef is focussing on aliment alertness as a analysis case—a affidavit of abstraction for added sorts of “applications” that ability accomplish faculty in some later, approaching time. Aliment basic is a alive aboriginal agreement for Reef’s modular access to repurposing parking lots: over the accomplished few years, commitment has been on the upswing, and delivery-only kitchens—referred to as “ghost kitchens” or “dark kitchens”—are accepting a moment. Reef operates kitchens beyond eighteen cities in the United States, in seventy-odd parking lots. In the bivouac on Mission Street, commons from all six of the advertised restaurants are able on site—the comestible agnate of a checkered retractable pen. The restaurants are “internal” to Reef: advised and staffed by its employees, with airheaded developed by a comestible aggregation that includes above admiral from Roti Modern Mediterranean, Potbelly, and Jamba Juice. The airheaded angular against abundance food, and are a little arbitrary. Wings & Things offers mozzarella sticks, craven tenders, cronuts (“dusted with biscuit maple amoroso and served with a ancillary of Canadian Maple dipping sauce”), Skittles, Red Bull, and two kinds of Greek-yogurt bowls.
Currently, the aliment offered by Reef’s centralized brands comes from U.S. Foods, an international, private-equity-owned institutional aliment benefactor that works with colleges, hotels, and hospitals, and is a broad supplier for absolute restaurants and diners. In San Francisco, the card items are delivered to a axial bartering in the Bayview area, and appear alone wrapped; absolute accumulation instructions are provided to band cooks. Every night, Reef’s trailers, which are managed beneath a subsidiary, Vessel CA, acknowledgment to the commissary, area the gray-water tanks are drained, the potable-water tanks are refilled, and the refrigerators are restocked. Reef has ambitions to action fresher, added adult fare, eventually. But, for now, barter may acquisition themselves advantageous a exceptional for commons agnate to those begin at a fast-food restaurant, or in a bazaar freezer.
The apparition kitchen is an added awash space. In accession to Reef, there are Zuul and Kitchen United in the United States, Deliveroo in London and Paris, and Panda Selected in China. CloudKitchens, the new adventure run by Travis Kalanick’s City Storage Systems, buys absolute estate, brings in kitchen facilities, and leases them to chefs and small-business owners, best of whom do not accept added brick-and-mortar spaces. Ojalvo cites his own acquaintance in the restaurant industry (as a partner, he formed on the amplification of Sushi Samba, a Peruvian, Japanese, and Brazilian fusion-restaurant alternation with locations in Las Vegas and Amsterdam) to agenda that aperture a brick-and-mortar restaurant is high-risk and expensive, admitting apparition kitchens are lower-risk, alms a added affordable way for entrepreneurs to access the business. In best cities, aperture a brick-and-mortar restaurant requires a gauntlet of permits and inspections; restaurateurs cat-and-mouse on permits ability acquisition themselves advantageous months of hire for amplitude they aren’t yet accustomed to use. Reef’s kitchens are registered as adaptable aliment facilities, which tend to accept beneath allowing requirements. Like the trailers themselves, the business capacity are configurable: Reef offers adjustable staffing arrange and concise leases.
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