Led · Seed · May 2021

Salted creates and operates multiple quick-serve restaurant brands and retains ownership of the brands' intellectual property. The company builds and scales concepts that are cap-ex light and designed for delivery and takeout, supported by proprietary restaurant operations software (including image-capture training and ingredient tagging) to ensure consistency. Salted has created six brands since its 2014 founding and currently operates 25 locations across nine states. Management says locations are profitable and are averaging over $1 million in orders per year; overall revenue is described as "growing steadily." The company is expanding both organically and via acquisitions and is close to completing its first acquisition of a Mediterranean-inspired brand, tested at six locations. Leadership plans to hire more staff, invest further in technology, and scale toward "thousands of locations," initially focusing on the U.S. with some international real estate scouting underway. Salted creates digitally native quick-service restaurant brands and has built six brands so far, including moonbowls, Califlower Pizza and lulubowls. It operates locations that each run four to six brands and serves food ranging from Chinese takeout to pizza and salads. The company is operating in seven states with 19 locations today and expects to exceed 50 locations by next year. Salted employs over 200 people and says its locations are collectively profitable, generating between $1 million and $2.5 million in annual sales per location. The company uses proprietary technology and a Salted Analytics product to scale brands while maintaining customer experience and positions itself as a builder of long-lived brands rather than a ghost kitchen. CEO Jeff Appelbaum, who founded the company seven years ago, aims to be “the Yum! Brands for the digital age” and to build the next Chipotle. Salted operates a digital-first, full-stack technology and operations platform designed to scale off-premise QSR brands. Its platform integrates operations, a national supply chain, quality control, and marketing systems tailored for delivery and takeout. The company also built proprietary ‘Intelligent Kitchens’ software that uses data entry and camera technology to monitor order accuracy, production levels, presentation standards, and preparation times. Salted prioritizes data analysis and continuous iteration, analyzing thousands of data points daily and providing real-time feedback to kitchen teams. The platform supports multiple consumer brands — including moonbowls, Califlower Pizza, and lulubowls — all gluten-free with plant-based options, and is live in 17 U.S. locations. Salted plans to use new financing to continue expanding its business reach.