Salted

About Salted

Salted operates as a holding company for digital-first, quick-service restaurant brands, focusing on the burgeoning ghost kitchen market. Founded in 2014 by Jeff Appelbaum, a serial entrepreneur with a background in e-commerce and digital marketing, the company aims to build the next generation of restaurant brands that primarily exist outside of traditional brick-and-mortar establishments. Appelbaum's experience with companies like DealQuad and Buzzpoint provided him with a foundation in customer acquisition and online marketing, which he now applies to the food industry. The current business model is the third iteration for the company, which previously explored online cooking classes and meal kits before pivoting to its delivery-focused virtual restaurant concept.

The company's core business involves developing and scaling a portfolio of health-conscious restaurant brands designed for delivery and pickup. By operating out of centralized, tech-enabled ghost kitchens, Salted significantly reduces the overhead costs associated with dine-in restaurants. Revenue is generated through food sales via major third-party delivery platforms like DoorDash and Uber Eats, as well as direct online ordering. Salted leverages a proprietary software, saltedOS, to manage its operations, which includes a full-stack system for supply chain, quality control, and marketing. This platform utilizes data analytics and camera technology in its kitchens to monitor order accuracy, production times, and food presentation, ensuring a consistent customer experience.

Salted's portfolio consists of several distinct brands, each catering to specific dietary trends and consumer preferences, with a strong emphasis on gluten-free and plant-forward menus. Key brands include Moonbowls (Korean-inspired bowls), Califlower Pizza, Ginger Bowls (Chinese cuisine), Lulubowls (Hawaiian-inspired), Thrive Kitchen (keto-friendly), and the $5 Salad Company. The company has demonstrated significant growth, securing a total of $42.8 million in funding over four rounds, including a $14 million Series B in October 2023. These funds are allocated towards national expansion, technology development, and potential brand acquisitions. While predominantly a digital operation, Salted has also opened a physical storefront for its Moonbowls brand in Los Angeles, indicating a multi-channel strategy for long-term growth.