Reef
Dark kitchen operator, Miami, produced Sides · Miami, South Florida
- Founded
- 2018
- Entered
- 2018
- Status 2026
- Active
- Metro
- South Florida
- Embeddedness
- 1 connections
- Confidence
- partial · strongest source primary or company
Method
Reef Technology is the Miami company that grows out of the ParkJockey parking business after SoftBank's 2019 investment, raises 700 million dollars from SoftBank and Mubadala in November 2020, and by January 2021 runs over 100 delivery only Neighborhood Kitchens in more than 20 cities, 13 of them in Miami, with about 15,000 staff. It is the operator that cooks the Sidemen's Sides chicken brand from November 2021 across London and the UAE, reaching over 80 UK sites by September 2022. The kitchen model then unwinds: Reef cuts 5 percent of staff in 2022, closes markets including Portland and Philadelphia, shutters its three New York facilities by September 30, 2024 with 53 layoffs, and shifts to licensing its Reef OS ordering software to airports and stadiums, including concessions at Hard Rock Stadium. The company survives, but the trailer kitchen rung that made it a creator brand producer does not.
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The path: money and goods moving
- makesSidesReef Technology's delivery only kitchens cook Sides from its November 2021 launch across London and the UAE, reaching over 80 UK sites by September 2022; the end of the Reef arrangement as Sides moves to restaurants is not confirmed.2021 to present