Marc Lore says that AI will soon enable anyone open a restaurant

Marc Lore, a prominent figure in the e-commerce industry known for his successful ventures sold to Amazon and Walmart, is setting ambitious goals with his latest project, Wonder. Central to these goals is Wonder Create, an innovative platform that aims to empower individuals—from aspiring chefs to social media influencers—to swiftly create and launch their own restaurant brands in under a minute using artificial intelligence. This virtual dining concept will be integrated across Wonder's expanding network of tech-enhanced kitchen facilities, currently totaling 120 and projected to reach 400 in the coming year. Wonder has transitioned from operating food trucks to establishing fast-casual restaurants with seating for 10 to 20 customers. However, these establishments are far from traditional; they are described as "programmable cooking platforms" capable of serving up to 25 different cuisines from their automated kitchens. Speaking at The Wall Street Journal’s “Future of Everything” conference, Lore highlighted that these advanced kitchens boast an impressive library of 700 ingredients. Each kitchen operates many different brands, with a workforce of up to 12 individuals supported by cutting-edge cooking technology, including conveyors and robotic arms. Recently, the company acquired Spice Robotics, known for its automatic bowl-making machine previously utilized by Sweetgreen, and plans to introduce an “infinite sauce machine” next year that can prepare about 80% of sauces found in online recipes. Wonder Create was introduced earlier this year as a means for users to leverage Wonder’s software to establish their own restaurant concepts and recipes. Lore elaborated on how this process works, likening it to a “Shopify front-end with an AI prompt.” Users simply input their desired restaurant type, and the AI generates the entire concept within a minute—complete with name, branding, descriptions, images, pricing, nutritional information, and recipes. Once users finalize their concept, it can be launched across Wonder’s extensive network of locations. Currently, there are 120 of these innovative cooking platforms, with plans for growth to 400 by next year. According to Lore, the integration of robotics will not reduce staff numbers but will instead enhance kitchen productivity, allowing for increased meal output without compromising quality. With a current throughput capacity of 7 million meals, Lore envisions reaching 20 million with just 12 staff members within a 2,500-square-foot space. His long-term goal includes operating 1,000 unique restaurant brands by 2035. The primary aim of these AI-generated restaurants is to enable culinary experimentation. For instance, aspiring restaurateurs can test new recipes to gauge customer interest before adding them to their physical establishments. Lore also sees potential for influencers to engage with their followers through personalized restaurant brands, opening the door for monetization without the burden of managing a full restaurant chain. However, the viability of such a model remains uncertain. The ghost kitchen trend, which sought to allow brands to sell food without traditional restaurant ownership, faced numerous challenges in the early 2020s, with several notable operators downsizing or closing. While Wonder's blend of automation and AI could potentially mitigate these issues, the model still needs to prove itself on a larger scale. Challenges persist, as Lore acknowledged that certain culinary techniques, such as tossing pizza dough or rolling sushi, remain beyond the capabilities of their current setup. Instead, Wonder will focus on simpler offerings like burgers, chicken wings, fried chicken, and bowls. Lore's broader strategy involves acquiring established restaurant brands, such as the recent purchase of New York City's Blue Ribbon Fried Chicken for $6.5 million, allowing for rapid brand expansion and market penetration. In a landscape where the potential for innovation in dining experiences is vast, Lore’s vision for AI-driven restaurants could redefine the culinary landscape, inviting a new era of dining possibilities.