Expansion in cloud kitchen scene spins off rising trend of virtual brands

Ride-hailing company Grab's newly launched GrabKitchen in Aljunied was seeing interest even before it was ready.
Ride-hailing company Grab's newly launched GrabKitchen in Aljunied was seeing interest even before it was ready.PHOTO: GRAB
The Happy Ending Pizza Parlour kitchen (left) in the Orchard Food Market cloud kitchen space.
The Happy Ending Pizza Parlour kitchen (left) in the Orchard Food Market cloud kitchen space.ST PHOTO: KUA CHEE SIONG
Delivery riders picking up orders from the Orchard Food Market cloud kitchen space on Sept 17, 2020.
Delivery riders picking up orders from the Orchard Food Market cloud kitchen space on Sept 17, 2020.ST PHOTO: KUA CHEE SIONG

SINGAPORE - On the second floor of Orchard Towers, kitchen crew from different eateries roll out pizza dough, fry chicken wings and assemble salad bowls.

Brands such as home-grown burger chain Wolf Burgers, chicken wing chain Wing Zone, vegetarian meal delivery brand Sove and Happy Ending pizza operate from kitchen spaces of between 110 and 220 sq ft.

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