Former chief financial officer of Smashburger Bradford Reynolds has been named chief operating officer of the recently launched C3 (Creating Culinary Communities), a subsidiary of SBE Entertainment Group that plans to build a nationwide network of ghost kitchens and limited-service delivery brands.
C3 is a partnership between hotel and restaurant operator SBE, shopping mall-owner Simon and hotel partner Accor. The partners plan to leverage Simon’s real estate footprint and SBE and Accor’s hotels to open 200 ghost kitchens by the end of 2021, along with a portfolio of restaurant brands available for delivery.
C3 is also behind the food hall called Citizens planned for the Manhattan West development in the Hudson Yards area of New York.
Reynolds, left, who will be based in Los Angeles, served previously as CFO and head of strategy for the fast-casual Smashburger chain, based in Denver and owned by the Philippines-based Jollibee Foods Corp. Before joining the 350-unit Smashburger, he spent nearly a decade as an investment banker focusing on mergers and acquisitions.
“Brad brings a long career and successful track record to a growing C3 team that is important to making it the best in the business,” said Sam Nazarian, SBE’s CEO in a statement. “With a wealth of restaurant experience and a deep understanding of dynamic consumer tastes, Brad will give C3 a strong foundation as it charges forward into the future of modern hospitality. We will be looking for ways to further grow our team in the near term.”
Reynolds in a statement said C3 has “the chance to modernize the culinary experience, providing innovative solutions to address the new ways consumers want their food. In rethinking every step of the dining process, from the longevity of delivered food to efficient and sustainable packaging and distribution, C3 is bringing to market an incredible offering that the hospitality industry has never seen before.”
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