Qdoba opens first Reef ghost kitchen expanding into Austin

New delivery-only outlet first of two with Reef Technology

Qdoba Mexican Eats opened the first of two Reef kitchens that will offer its Mexican-style menu to Austin, Texas. In a partnership with Reef Technology, the fast casual will leverage the trend to expand into the market.

Each of the Austin Qdoba ghost kitchens optimizes order fulfillment for third-party apps, such as Uber Eats and Postmates.

With the global market estimated to be over $71B by 2027, per Statista, the opportunity is quite unique. Qdoba executives are focused on leveraging technologies to grow in the off-premises space.

“Austin is well-known for its lively and flavorful food scene, making it the natural choice for our Reef ghost kitchen launch. It opens the doors to consumers to enjoy our unique spin on Mexican food who haven’t had access to Qdoba previously,” said Karin Silk, CMO of Qdoba. “Our partnership with Reef means bringing Qdoba’s signature flavors, including our well-loved three-cheese queso, salsas and cremas, and handmade guacamole, to Austinites. While this is our first venture into the virtual restaurant space, we can’t wait to share the flavor with additional markets!”


The Austin Qdoba ghost kitchens, powered by Reef, will exclusively provide delivery through Uber Eats, Grub Hub, Postmates, Deliveroo, and DoorDash. Customers can order Mexican-inspired menu items from the Qdoba menu, including bowls, burritos and a plentiful selection of salsas, sauces, and toppings for at home consumption.

As a way to differentiate, San Diego-based Qdoba provides guests the opportunity to add hand-crafted guacamole and its signature 3-Cheese Queso to any entree at no extra charge.

“As a leader in the commercial kitchen space, Reef is expertly ready to fulfill the growing demand of Qdoba’s flavor-forward meals and menu offerings to those without access to an in-dining experience,” said Kenneth Rourke, president of kitchens and retail at Reef. “Austin is a perfect landscape to expand Qdoba’s off-premises presence and we commend the brand for its continued off-premise innovation to bring its signature flavors to connected communities throughout Austin neighborhoods.”


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