You may not have been to these restaurants, but you've probably bought their sauce.
If COVID-19 and the havoc it continues to wreak on the hospitality industry has taught restaurant operators anything, it’s that getting creative about revenue streams — from branded baseball hats to bottled cocktails — is worth the effort. But even decades prior to the pandemic, the grocery store aisle was a well-trodden path for several brick-and-mortar establishments.
Setting aside my personal existential dread about whether I’ll have to someday tell my grandkids that Noodle Bar was where you went to soak up the happy hour drinks you ingested on St. Marks Place, there’s no denying the pleasantly equalizing effect of a buzzy restaurant like, say, Rubirosa shipping its marinara sauce across the country.
Meanwhile, for relatively prolific brands like Momofuku, which has fourteen restaurants across the United States, Australia, and Canada, or Tacombi, which boasts eleven locations in New York City alone, there’s an element of familiarity that makes entering the home pantry feel, well, comfortable. “When you look at the data, there’s a huge amount of Mexican food consumed in American homes,” says Tacombi founder Dario Wolos.
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