Hoot Company's new ghost kitchens offer springboard for chefs
By
Sharon Yeo
Hoot Company, an umbrella for businesses such as DOSC, Dorinku Osaka, Dorinku Tokyo, and Japonais Bistro, launched two ghost kitchens in February, offering a couple of chefs a way to test concepts that may become full restaurants someday.
After taking over a building less than a block from Rogers Place, Hoot Company relaunched the dormant Burger Brawl brand and launched a new concept called Taco Nova, both run by chefs who were originally from DOSC.
Ghost kitchens are hospitality businesses with no dine-in options, relying on third-party delivery apps and take-out to deliver food. They started popping up in core neighbourhoods in Edmonton several years back.
Many ghost kitchens offer generic menus or serve branded items. But Hoot Company's ghost kitchens are different — the chefs behind both Burger Brawl and Taco Nova have particular visions, and Hoot Company has supported them to bring their concepts to life.
"The benefit of having a ghost kitchen is that we don't have as many overheads as a storefront restaurant, so we are able to be more competitive with our pricing," said Bianca Condren, the sales and marketing manager for Hoot Company. "We are always listening and assessing data to be more flexible, and guest feedback is the most important."
Taco Nova chef Luis Rivadeneyra is excited for the chance to make traditional Mexican food at an affordable price.
"I am very proud of the whole menu, but if I had to choose (one dish to recommend), I would say our cecina, a semi-cured beef," said Rivadeneyra. "It is a very popular preparation in Mexico, especially in the town of Yecapixtla. It is served with a cactus salad, grilled panela cheese, guacamole, and cilantro."
He shared that 90% of the menu is homemade, and they are in the process of sourcing the equipment needed to make their own tortillas in the near future.
Chef Karl MacKinnon has been able to lead the rebirth of his Burger Brawl brainchild from DOSC to ghost kitchen. "When I first conceptualized Burger Brawl, the lockdown was in full effect (in December 2020), so Burger Brawl was made as a way to create revenue for DOSC during the lockdown. In a way, DOSC was functioning as a ghost kitchen as we were solely running Burger Brawl out of it," said MacKinnon. "Once the mandates were lifted, it was rather complicated running a full DOSC menu and Burger Brawl out of the same kitchen."