C3 (Creating Culinary Communities), an omnichannel food and beverage platform founded by Sam Nazarian, announces a joint venture with Soom Soom, a family-owned Mediterranean fast causal brand with multiple locations in Los Angeles, to expand its presence nationwide through C3’s network of digital kitchens and upcoming food halls. Acting as a brand incubator for the first time, C3 will amplify Soom Soom market share across the U.S. alongside its own national culinary brands including Krispy Rice, Umami Burger and Sam’s Crispy Chicken.
“We are humbled that Soom Soom entrusted C3 to take this exceptionally fresh, healthy and authentic Mediterranean concept across the country,” says Sam Nazarian, CEO and founder of C3. “We approached Soom Soom after their incredible food became a mainstay at our offices and have a deep respect for the love and care they put into every meal. We look forward to making Soom Soom widely available to consumers while honoring the quality and authenticity that make it so unique.”
Soom Soom, which has six locations in Los Angeles, launched in 2016 and offers fresh Israeli-Mediterranean favorites made from scratch without preservatives including house made hummus, falafel, shawarma and kebabs. The restaurant’s pita, tahini and proprietary spice mix are imported directly from some of the most authentic sources in Israel. A dedicated C3 brand chef will work directly with Soom Soom to ensure consistent quality of ingredients and taste at new Soom Soom locations nationwide.
C3 will integrate Soom Soom into its culinary offerings at forthcoming Citizens and Graduate Food Hall locations in September 2021 before opening additional locations in New York, Atlanta, Seattle, Berkeley, Minneapolis, Tempe, Iowa City, Richmond and Ann Arbor.
“C3’s execution, integrated supply chain network and unmatched culinary team is what we need to scale our restaurant into a nationally recognized brand while preserving the integrity of our carefully crafted Mediterranean dishes,” says Zahi Ofengart, co-founder and head chef of Soom Soom. “Together, we will inspire the world to come together through the love of our food.”
C3 also works with internationally celebrated chefs including Masaharu Morimoto, Dani Garcia, Katsuya Uechi and Jose Icardi to transform Michelin-starred restaurants into proprietary C3 ghost kitchen brands with nationwide reach.
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