Chipotle founder Steve Ells is no stranger to shaking things up.
His latest venture, Kernel Foods, has undergone a major makeover. Now rebranded as Counter Service, the New York-based startup has shifted gears to an artisanal, “mostly sandwich” concept.
The original Kernel setup offered a plant-based menu and leaned heavily on automation. A custom robotic arm dropped plant-based patties into high-speed ovens, while a centralized kitchen prepped ingredient offsite. But it didn’t quite click.
“The brand wasn’t resonating as much with consumers,” said Tom Cortese, COO at Counter Service.
Kernel is now dubbed “Counter Service” with a new menu focused on artisan sandwiches.
By late last year, Kernel hit pause, shutting down early locations to rethink and reboot.
Now as Counter Service, customers can expect chef-curated sandwiches. Options range from roast beef sliced paper-thin and piled high, to an Italian-inspired pork sandwich, a vegetarian Reuben, and several breakfast selections.
“When we make the roast beef sandwich, the chefs literally roasted that beef over the last couple days, spicing it just right, and letting it marinate for the right amount of time,” said Cortese.
“Real food, fast,” he added. “A restaurant concept that’s accessible to tons of people and doesn’t rely on tons of processed meats, but instead relies on food that we’re cooking.”
A move away from robots
But speed and creation will no longer be pushed out with the help of robotics. Originally, the goal was to address labor shortages—Cortese notes the restaurant industry sees almost 150 percent annualized turnover.
Kernel moved away from the use of robotics for prep.
Most press coverage zeroed in on the robots—not the recipes. And they wanted to change the narrative. Not everyone’s bullish on automation—and it’s not always the answer.
“Now, the focus is on software tools to support the human team,” Cortese said.
Those tools include predictive analytics and machine learning, designed to help managers and staff make smarter, faster decisions around inventory, order flow, and staffing.
Right now, Counter Service is all pickup and delivery—open at 54 W. 14th Street in New York. But soon, the name will make more sense.
Counter Service will feature an actual counter, with visible stacks of bread, chefs in the window, and food prep front and center.
Plans are to open three more locations this year in the Flatiron, NoHo, and Upper East Side areas in New York.
