In a unique twist on traditional food delivery services, Homage Industrial Kitchen in Northwest Portland has mastered the art of mobile marketing. This 2,700-square-foot ghost kitchen, owned by John Wirtz, is thriving with a business model that defies conventions. By operating under 76 distinct virtual restaurant names on platforms like Grubhub and Uber Eats, Wirtz's operation has become a powerhouse in the world of food delivery.
Imagine searching for your favorite burger on Uber Eats and being presented with three or four restaurants that all share the same kitchen space. This is exactly what happens when you search for burgers from Wirtz's virtual restaurants like 1-800-BURGERS!, the Taco Pit, Cupid's Wings, Bitch Don't Grill My Cheese, Dirty Burger, and Dank Bites. With such a diverse range of brands to choose from, it's no wonder that Wirtz claims to fulfill 5,000 orders per week and brings in gross revenue of $63,000 weekly.
But what drives this mobile marketing powerhouse? According to Wirtz, the key lies in offering a wide variety of options. "Let's say you have a new person go on to DoorDash and they don't recognize any of the brands," he explains. "If there are 10 brands on there, and you own five of them, you have a 50% chance of them picking you. I mean, this is business by numbers." With an impressive 85% of menus for similar cuisines identical, it's clear that Wirtz has cracked the code to mobile marketing success.
However, not everyone is convinced of Homage's unconventional approach. Portland restaurateur Kurt Huffman, founder of Lardo, Ox, and Grassa, is among those who view the operation with skepticism. "This place takes the cynical approach, which is throwing a thousand things at the wall and seeing if any stick," he says. "It feels deceptive." Despite these criticisms, Wirtz remains committed to his business model.
Despite his success, Wirtz has faced criticism from former employees who have filed complaints with the Oregon Bureau of Labor & Industries alleging withheld paychecks, unpaid overtime, and stolen tips. Investigations are currently underway, but Wirtz remains adamant about his operation's integrity.
Wirtz's past is also marked by controversy, including a 2017 incident where he was accused of rape and sexual assault. He pleaded guilty to the charges and spent a year and a half in custody while awaiting sentencing. Today, he employs minors as part of his business, a fact that has raised concerns among some.
To help manage the day-to-day operations of Homage, Wirtz brought on a "chief operating officer" earlier this spring: former Salem cop Seth Thayres. Thayres has a checkered past himself, having been convicted of theft and sentenced to two years in prison after fleeing from authorities following a string of thefts.
Despite the controversies surrounding Homage Industrial Kitchen, Wirtz remains committed to his mobile marketing approach, which has proven remarkably successful. As he continues to navigate the complex world of food delivery, it will be interesting to see how he adapts to changing consumer preferences and competition in the market. One thing is certain: Wirtz's operation has become a force to be reckoned with in the world of mobile marketing.