The grocer has been opening Saladworks units throughout its system in recent years. It also added its own restaurant brand, Kitchen 1883, to a Union, Kentucky, location in 2017, and this restaurant appears to only be available now at two Kroger locations. This isn't the first time Kroger has brought restaurant brands inside its stores, either. "As we continue to define Kroger as a food destination, this collaboration creates another seamless way for our customers to order lunch or dinner for pick up while they shop for groceries or for delivery to their location of choice," Craig Gauden, Kroger's director of partnership development, said in a statement.
Restaurant staff then prepare the orders and delivery fees are determined by third-party providers. They can also create a customized order from the multiple brands available with one receipt. Customers will place orders through Kitchen United's website, app or via ordering kiosks. Instead of offering Kroger-branded food that's prepared by ClusterTruck, the Kitchen United locations will provide access to a variety of outside restaurant brands. Kroger's partnership with Kitchen United will be much different, however. While these meals are prepared at ClusterTruck's dark kitchens, Kroger did open two onsite locations in metro Columbus, Ohio, and Indianapolis in 2020. Kroger first explored the channel in 2019 through a partnership with ClusterTruck, a company that owns and operates vertically integrated, delivery-only kitchens, and created a new service called Kroger Delivery Kitchen. Grocers have been expanding onsite eating options in a bid to entice shoppers to stay in stores longer and hopefully spend more - both a threat to restaurants' share of stomach and an opportunity for restaurants to enter nontraditional channels.
Both Kroger and Walmart have pursued ghost kitchens for years as a means to expand onsite dining and takeout options for time-strapped guests.
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