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Muscle Maker Grill piloting delivery-only kitchens

Muscle Maker Inc., the New Jersey-based parent company of Muscle Maker Grill, Healthy Joe's, Meal Plan AF & MMG Burger Bar, is partnering with Reef Technology to build two pilot kitchens this summer.

The first will open in Union City, New Jersey, but the brand hasn't revealed the location of the second. Both will operate on a delivery-only model.

"After exploring Reef's Neighborhood Kitchens we knew right away that the model made sense for Muscle Maker Grill as a part of its non-traditional growth strategy," Muscle Maker Grill CEO Michael Roper said in the release. "Consumers and restaurant owners are increasingly embracing technological evolution and these delivery-only models continue to make our industry thrive; as indicated by the exponential growth delivery has represented in the Quick Service Restaurant segment over last year."

Roper expects the trend to continue not only due to the current business climate and desire to social distance, but also as consumers grow more comfortable with format.

"Through Reef, we believe we can scale quickly in major metropolitan markets with limited capital expenditure, allowing us to continue to expand our nationwide brand awareness and serve up our delicious 'healthier for you' options to millions of guests," Roper said.

"Reef's network includes more than 4,500 parking locations. Its licensing model helps to lower the costs associated with opening or expanding in the restaurant business and allows food entrepreneurs, local restaurants and national restaurant brands to open and expand quickly," COO Carl Segal said in the release.

"Reef takes pride in helping brands scale to reach and serve more customers beyond their traditional brick and mortar locations, and we look forward to bringing Muscle Maker Grill's 'healthier for you' food to more neighborhoods," he said.