Chicago-based ghost kitchen concept expands into Milwaukee area

Four Points hotel in Brown Deer sees revenue boost as licensee

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Diners in Milwaukee’s North Shore communities now have a few more options when ordering dinner for delivery, thanks to Chicago-based virtual restaurant platform Foodhaul.

The company recently expanded into the Milwaukee market and has contracted Four Points by Sheraton Milwaukee North Shore in Brown Deer as a ghost kitchen for three chef-inspired brands: Smokeheads BBQ, Pluck’d, and Toscana. 

Customers within 6 to 8 miles of the hotel, located at 8900 N. Kildeer Court, can now order dinner through delivery apps DoorDash, Uber Eats and Grub Hub. Smokeheads BBQ by chef Anthony Bosko, includes a variety of smoked and barbecued meats; Pluck’d by chef Dirk Flanigan, serves fried chicken and wings; Toscana by celebrity Chef Fabio Viviani, features traditional Italian such as meatball rigatoni and chicken piccata. 

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Founded in 2019, Foodhaul partners with notable chefs to create delivery-only dining concepts and licenses them to third-party kitchens. The goal is to help restaurants and hospitality groups “use their existing, underutilized kitchens and labor to generate new revenues,” according to a news release.

Ghost kitchens have been on the rise nationally amid the COVID-19 pandemic as demand for delivery and carryout soared and restaurateurs found new ways to continue serving diners.

At Four Points by Sheraton, annual revenues have increased by $250,000 without adding any additional expenses, said Victor Ravago, CEO and principal at Bravo Hospitality Group, the hotel’s Schiller Park, Illinois-based owner. 

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“Foodhaul has been a great way to add revenues we would not have realized otherwise … it’s a no-brainer,” said Ravago. 

Foodhaul plans to grow its Milwaukee-area footprint once more ghost kitchens sign on as licensees. The company vets potential partner kitchens under a selective screening process. Once signed, the kitchen gets access to official recipes, staff training, ingredients supply chain via US Foods, branded delivery packaging and supplies, and marketing resources.

Read the March 8 issue of BizTimes Milwaukee here:

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