- C3 will support in-room dining and local deliveries at the Las Vegas Westin Hotel & Spa, owned by Highgate, as the food-tech company targets hotel expansion.
- The deal, following similar partnerships with Graduate Hotels and Mandalay Bay Casino, means C3 now manages in-room dining for 75,000 hotel rooms worldwide, according to a statement.
- Hospitality catering, with its naturally captive audience, has proven to be an attractive area of diversification, as ghost kitchen operators, food tech platforms and virtual brand companies target new areas for expansion.
Overview of the dive:
Hotel foodservice, especially in dense markets like Las Vegas, is a natural target for C3, given founder Sam by Nazarian hotel experience. Nazarian’s company, SBE, has worked in hotel operations for years. Two hotels, SLS Baha Mar and SLS Dubai, which Nazarian partly owned, have partnered with C3 to conduct their restaurant operations. Nazarian divested its remaining 50% in Accor Hotels, including the aforementioned SLS properties, to Accor in 2020.
C3, which has a large number of virtual brands, including Umami Burger, Sam’s Crispy Chicken and crisp Rice — will allow Westin guests to order from these digital restaurants while at the hotel. Brands will also be available for local delivery outside the hotel thanks to C3’s shared kitchen model. Customers can order from multiple brands in one order, according to the press release. C3 implemented this same digital dining room model in Graduate Hotels early last year.
Hotel traffic in Las Vegas has recovered significantly from 2020, but it is still below 2019 levelswhich may prompt hoteliers to seek cost-cutting measures in catering and other amenities.
Arash AzarbarzinCEO of Highgate, said the partnership was part of from Highgate investment in new technologies.
“The launch of this partnership with C3 reflects from Highgate interest in emerging technologies that meet the evolving needs of our customers,” Azarbarzin said in a statement.
Other ghost kitchen platforms, like Kitchen United, have diversified their operations by entering grocery stores and malls, which have high foot traffic.
C3 also wants to capture foot traffic directly by creating its own physical spaces to expand its operational reach. Last fall, the company announced plans to open a two-story brick-and-mortar concept in Manhattan that includes 13 service kiosks and two full-service restaurants. The concept will feature dishes created by several celebrity chefs for take-out, delivery and eat-in. C3 will also launch a 24,000 square foot food hall in Atlanta this year and roll out similar locations in Miami, Seattle, Chicago, Philadelphia and California in the future.