Gopuff Launches Hot Meals in Kitchen Concept

Consumer goods micro-fulfillment company Gopuff has launched a made-to-order hot and fresh foods offering dubbed Gopuff Kitchen.
Gopuff app

The Gopuff Kitchen, which will be available to customers alongside its everyday essentials, will offer breakfast, lunch, dinner and late-night food to its customers for a flat delivery fee of $1.95. Gopuff’s mobile kitchens are within or adjacent to its micro-fulfillment centers.

“With today’s news, Gopuff is launching a completely new category and raising the bar on how technology is making our lives more convenient,” Daniel Folkman, Gopuff’s senior vice president of business, said in a statement. “Nowhere else can you order your everyday essentials while also taking care of dinner for the family or getting a quick coffee, all from one platform. This is only possible through our unique business model that features a network of hundreds of our own micro-fulfillment centers, and now, kitchens. Today’s milestone represents a new way of thinking about the Instant Needs economy and will redefine consumer expectations."

The news comes on the heels of a number of other major announcements from Gopuff, including two recent acquisitions--rideOS, an enterprise startup that builds technology for advanced routing, on-demand dispatch and fleet optimization, and Liquor Barn, an Kentucky-based independent chain of beer, wine and liquor stores. Additionally, Gopuff launched its own retail media platform last month. Earlier this year, the company raised $1.15 billion and reached a new valuation of $8.9 billion.

Under Gopuff Kitchen, the company will leverage both its own recipes and ingredients from local partners to offer a mix of healthy and indulgent menu items, including:

pizza, chicken tenders, salads, fresh brewed coffee and matcha, breakfast sandwiches and more. Gopuff has already completed a pilot program in 20 of its micro-fulfillment centers, delivering thousands of orders in Austin, Mesa, Miami, Nashville, Philadelphia, Phoenix, San Antonio, Scottsdale, Tampa and Tempe. Gopuff plans to expand the service into additional kitchens by the end of the year.

Gopuff, along with other fulfillment companies, saw explosive growth during the COVID-19 pandemic with customers stuck at home. By adding freshly prepared food delivery, Gopuff is distinguishing itself as a one-stop shop for both everyday items and hot meals. That means customers don’t have to use multiple platforms for their deliveries.

Unlike DoorDash, which delivers food from restaurants and expanded into delivering groceries from retailers during the pandemic, Gopuff uses its own micro-fulfillment centers to fill and deliver orders. 

Gopuff got its start with a kitchen concept after it acquired Bandit, an app-only coffee shop, in 2019. Max Crowley, who founded Bandit, now heads Gopuff’s business expansion efforts, including the Gopuff Kitchen vertical.

“We started Bandit with a focus on improving the customer experience, understanding that consumer preferences were rapidly shifting to mobile orders, especially for fresh everyday items such as coffee,” Crowley said in a statement. “Together with Gopuff, we are taking this mission to the next level and beyond by making it easier than ever to get everyday essentials alongside quality food and drinks all in less than thirty minutes.”

Gopuff is further distinguishing itself with an all-electric fleet. The company offers more than 1,100 products from more than 300 partners, including household names in local markets such as La Colombe, Au Fournil and Dizengoff in Philadelphia, and Cartel Coffee in Phoenix, as well as Bandit in Austin, among others.