Wonder is revolutionizing more than just cuisine in New York City.
Since launching last year, the food delivery and take-out company has repurposed 19 vacant storefronts across Manhattan, Queens and Brooklyn. And Wonder, which also has locations in the ’burbs, as well as New Jersey, Pennsylvania, Rhode Island and Connecticut, plans to have 95 outposts by the end of next year.
The brand offers dishes from as many as 30 notable eateries and chefs in a single location— like Fred’s Meat and Bread from Atlanta and the Michelin Guide-listed Chai Pani, founded in Asheville, NC, and big-name restaurant concepts such as Bobby Flay Steak and Jota By José Andrés.
Wonder’s business — which has been valued at close to $5 billion — is based, in part, on the idea that any given city block might not be able to sustain multiple chains, but can support a single location that serves multiple cuisines.
“Within New York, our locations have previously been banks, clothing stores and pharmacies, as well as new builds. Our focus when scouting new storefronts is finding the best locations with less of the limitations restaurants commonly experience,” said Marc Lore, Wonder’s founder, chair and CEO.
“Our unique all-electric kitchen design eliminates the typical need for hoods, gas and open flames, allowing our real estate process — from site selection to buildout — to be notably faster and more agile, which has led to our rapid growth throughout New York City.”
Unlike traditional restaurants, Wonder’s kitchens don’t require gas-powered stoves or exhaust systems, relying instead on just three pieces of electric equipment: a hot water bath, a rapid-cook oven and a fryer.
This streamlined setup not only allows for a wide variety of food to be prepared in a small space, it also makes the brand more adaptable to different types of vacant real estate.
And while most locations have a handful of tables for customers, the focus is on delivery and takeout — in fact, Wonder even has its own app and delivery drivers, which means food can be delivered quickly and efficiently. Delivery is still available through third-party companies like Uber Eats as well, though it’s much easier to order from multiple restaurants at once through Wonder’s own app.
In April, Wonder acquired the NYC-based bike-delivery company Relay.
“Wonder owns all aspects of our delivery process. This allows us to deliver hot, fresh meals from over 30 different restaurants in a single customer order,” Lore added. “Not only are we able to time orders and courier arrival efficiently, but we are able to keep the delivery radius tight … and customers receive seamless order tracking and their food within 35 minutes of placing their order.”
While Wonder is a delivery and pickup company, Lore told The Post he runs it more like one of the e-commerce behemoths he’s helmed. He started Jet.com and Diapers.com and most recently ran Walmart.com, and believes the delivery business for food can be run just as efficiently as any other online operation.
This story is part of NYNext, a new editorial series that highlights New York City innovation across industries, as well as the personalities leading the way.
The brand’s rapid expansion is not only transforming the city’s restaurant scene — with locations from the Upper West Side to Williamsburg, Astoria and, soon, Flatbush — but also revitalizing commercial spaces that have struggled since the pandemic.
With its ability to adapt to various spaces and its ambitious expansion plans, Wonder is poised to become a major player in the city’s food scene while helping to address the issue of vacant storefronts in the post-pandemic era.
