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sbe’s C3 taps Lunchbox to create digital ordering platform for virtual food halls

C3 customers to order from multiple concepts in one transaction

sbe continued its expansion in the virtual food hall space with a new partnership between its C3 division and Lunchbox. As part of an initiative to create a seamless direct-to-consumer ordering experience, C3—Creating Culinary Communities—tapped Lunchbox to create a digital ordering platform using its patent-pending technology to manage orders from various concepts.

Sam Nazarian, sbe founder and chief executive, has made it clear his hospitality management company will invest significantly in the growth of virtual food halls and virtual-only concepts that offer creative, upscale fare from restaurants and chefs. The hospitality management company is growing C3 as a curated collection of culinary brands that guests can order within a single digital transaction.

C3 already includes Krispy Rice, Sam’s Crispy Chicken, Plant Nation, Ella Mia, and Umami Burger, and will add seven additional virtual concepts over the coming months. As previously announced, sbe plans to grow C3 to include 200 digital kitchens by the end of the year.

[Related article: sbe launches Plant Nation virtual concept]

The virtual food hall pairs Lunchbox’s technology to offer users a virtual checkout system to use with different virtual concepts at one time. Customers can use the next-gen app and web portal to order from brands run by name-band chefs, including Masaharu Morimotio and Dani Garcia.


“We are excited to be leading the much-needed wave of innovation within the restaurant industry and the virtual food hall will provide consumers a seamless solution for ordering high quality food from multiple C3 restaurants without needing to visit a physical location,” said Nazarian. “Lunchbox has been a critical partner in developing and executing this solution and we’re excited to continue working together as we prepare for our next stage of growth.”

Lunchbox is also on a growth trajectory after raising $2M in its latest funding round and executing strategic partnerships with Ordermark, Toast and DoorDash Drive.


Photo credit: Plant Nation by C3 (featured preview image)

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