The way customers order takeaway food developed long before the coronavirus, but restaurants had to completely rethink that experience in March 2020 when the pandemic broke out, resulting in entirely new types of restaurants.
Steve Salis’ Startup & Pizza went crazy almost 10 years ago. He now owns a handful of restaurants with locations in DC, Maryland, and Virginia.
His newest venture in Bethesda, Maryland’s Woodmont Triangle, could be a sign of where the industry is headed.
He calls it a digitally operated food hall that is tailored to the needs of consumers on the go.
It’s called Ensemble, and just like its name, it’s an ensemble of menus from four restaurants that Salis owns.
“So we have four brands that we currently offer under the Ensemble platform,” said Salis. “We have Federalist Pig, Ted’s Bulletin, Honeymoon Fried Chicken, and Sidekick Bakery.”
“The whole idea is to bring together several brands of premium restaurants and premium products under one roof and, as I said, place them under one place to curate an experience,” he said.
With this concept, customers can combine items from each of the four restaurants – waffles from Ted’s Bulletin, fried chicken from Honeymoon Fried Chicken, brisket from Federalist Pig, and a biscuit from Sidekick Baker – into a single order.
“We bring in what we believe to be a lot of the best products within each brand, and we try to curate some type of menu for both each brand and the collective to create the diversification we think the consumer is looking for for, ”said Salis.
The food hall concept was expanded before the pandemic, but it became even more popular. There are now dozens of these companies across DMV, including Ghostline in Glover Park, which opened in 2020. Several local chefs have made it, pooling their talents and offering everything from breakfast rolls to spaghetti and meatballs.
Ordering in these dining rooms is pretty easy. Customers can order in person or use delivery apps like UberEats and DoorDash. Most even have their own app.
“I think we were able to design it so that there are many ways for consumers to get in touch with us and order,” said Salis.
With apps like Ensemble, born in the age of social distancing but suitable for consumers in a hurry, customers can choose contactless pickup, which keeps groceries in a temperature-controlled locker. A notification with an assigned locker will expire once the order is complete. The app displays a QR code to scan to open the locker.
“That would be a great example of some kind of meeting that we believe is something that is likely to continue and that actually started before COVID,” Salis said. “You know, the smoother, more contactless stuff. I want to be in, I want to be out, I want to be in, I want to be out. “
The term ghost kitchen describes a similar concept in which several chefs come together under one roof – often in an inconspicuous place – to only offer food for delivery.