Alex Kolesnikov, CEO of Sizl
Ask Alex Kolesnikov, CEO of Sizl, a Chicago-based dark kitchen start-up specializing in Ukrainian cuisine, about his company’s commitment to sourcing from local farms, and watch his face light up. “It’s my favorite topic,” he said in an interview.
He and his team find everything from tomatoes and sourdough bread to pierogies and pickles from Illinois growers. It does use large wholesalers to fill in gaps but finds most of its ingredients in its backyard, which makes sense considering the city’s sizable Ukrainian population.
This isn’t Kolesnikov’s first time running a delivery-focused operation. Kolesnikov and his partners previously built and scaled Moscow-based Local Kitchen, the largest provider of on-demand delivered food in Russia, to $46 million in annual revenue.
Sizl, which runs its own kitchens with a small team of Ukrainian cooks and a culinary team from Chicago, is off to a promising start. After launching one kitchen in October 2023, a month ago it opened a second one. It now covers the River North, Fulton Market, West Town, and Magnificent Mile neighborhoods. What it does next may be even more magnificent.
It recently raised $3.5 million to open four more dark kitchens in Chicago and explore possibilities in Boston, Charlotte, and San Francisco. A second fundraising round is planned for later in the year.
A hearty off-premises strategy
Since Sizl does not have dining rooms, flawless delivery is crucial. It pledges fresh meals in 30 minutes or less when ordering first party, while also maintaining a presence on the third-party platforms. Considering that the kitchen doesn’t start cooking the order until after it comes in, that’s ambitious. Kolesnikov insists it can handle it.
“We’re proud that 50 percent of our orders are fulfilled by our fleet,” he said. “We add value by providing live in-app chat support and real-time delivery updates when you order from us. Food plus service is our goal.”
Cooking up software along with Chicken Kyiv
The brand offers its own app that uses game mechanics to engage customers. Every time customers order or log into the app, they collect themed cards that can be used to unlock rewards. Sizl also has in-app currency and mini-games, and it offers 3 percent cash back on orders.
“Slightly more than 30 percent of our customers are engaging with our collectible cards or mini-game features,” he said. “It’s a great signal for us to continue to develop these products.”
It has a section in its app called Emotica where consumers can play games and earn rewards. Expect this to become more sophisticated with continued growth.
“We have Emotica 2.0 in our roadmap for 2025,” he said.
Launching catering
This is a big swing for Sizl, which still operates with a lean staff. Kolesnikov emphasizes the thought that has gone into it.
“This year we have done five test events,” he said. “This is new for us because our main product is business to consumer but this is business to business. But the early reaction has encouraged us to go further with it. We’re launching the program in full in the next two weeks.”
Keeping a humanitarian focus
Make no mistake, the Sizl executive team wants to sell a lot of borscht. And it would love to find itself in as many cities as possible. But Kolesnikov insists they are not driven primarily by growth.
“What’s great about this field is that providing delicious and healthy food immediately improves the lives of consumers,” he said. “It’s the shortest and easiest way to make your life better.”
And if more players want to join the cause, Kolesnikov will be pull out for them.
“That would make me happy,” he said. “We need more fresh and innovative minds in this space. We want to help people reach a higher level in their lives through healthy food.”
