Dive Brief:
- BurgerFi has partnered with Gopuff to offer its burgers and sides through the chain's "Fi on the Fly" food truck in Tallahassee, Florida, according to a press release.
- The chain will use Gopuff Kitchen, the company's freshly prepared food delivery service, to offer its menu of burgers, chicken and fries for late-night delivery from 7 p.m. to 3 a.m.
- This marks Gopuff's first major restaurant partnership and continues BurgerFi's expansion through nontraditional development, which has included partnerships with ghost kitchen providers Reef Kitchens and Epic Kitchens.
Dive Insight:
While Gopuff has tested delivery in the past via food trucks, this partnership with a chain shows the company isn't just looking to expand its foodservice division internally, but also through restaurant deals. This month, the company brought on former Pizza Hut executive Amelia Riba as vice president of its Kitchens division to oversee that unit's expansion, innovation and strategy.
Gopuff started off as a company predominantly focused on delivering convenience store and grocery items, but launched its Kitchens division last summer with the goal of making freshly prepared food a core part of its offerings. The company also raised $1 billion in funding in August, bringing its valuation to $15 billion.
The company faces stiff competition, however, as Grubhub and DoorDash expand their convenience store selections. These third-party delivery companies also have extensive partner restaurant rosters and are already well-known among restaurant customers.
BurgerFi has also been expanding rapidly, opening 16 restaurants in 2021 with plans to add over 15 more in 2022 along the Eastern Seaboard, according to the press release. The burger chain originally rolled out its food truck last May as a way to expand into events throughout the South Florida region. It also bought Anthony's Coal Fired Pizza & Wings in November, adding 61 units to its store footprint. Gopuff operates at least 60 kitchen units, most of which offer a meal option for delivery customers, which could give BurgerFi and opportunity to expand its reach within new and existing markets.
