Wonder contest lets kids create their own restaurant (updated)

Cranford-based food delivery startup Wonder Group wants to help families conquer picky eating.

In a bid to reduce mealtime stress, the company is issuing a callout for children to pitch their own ideas for a “kids-only restaurant” that will ultimately become available for ordering on Wonder’s mobile app.

The contest, which went live May 16 and runs through June 11, asks the 12-and-under crowd to come up with a name and logo for their eatery, as well as an ideal kids’ meal box.

Entries will be judged by world-famous chefs – including Bobby Flay, Michael Symon and Nancy Silverton – and winning submissions will help inspire a new restaurant for Wonder’s platform.

Raina Enand, Wonder’s director of marketing, told NJBIZ, “So many of our customers are families who love Wonder, and, especially when they have picky eaters to feed, Wonder is a great option with the ability to order from multiple restaurants all at once.”

“As we brainstormed how to create a kids-only restaurant on the Wonder platform, we realized that it’d be so fun to build that restaurant concept with customers themselves. We’re excited to see what America’s kids can come up with and hope this is a fun summer project for families as the school year winds down too!” Enand said.

The 2023 Kid Restaurant Design Contest comes as Wonder transitions its business into a new model.

Originally launched as a concept based on mobile kitchens that cook up meals designed by celebrity chefs, such as Flay and Symon, outside of customers’ homes, Wonder Chief Executive Officer and founder Marc Lore said in January the venture was rethinking its business strategy.

As part of that shift, Lore said the company would phase out its fleet and replace it with physical locations offering delivery, pick-up and some dine-in options from restaurants that Wonder has licensing deals with.

After debuting its brick-and-mortar concept on Manhattan’s Upper West Side in February, Wonder expects to open its first New Jersey spot in Westfield, along with a second location in New York City in Chelsea.

Lore has said the company aims to open 10 of its brick-and-mortar locations in New York and New Jersey by the end of the year.

Wonder – which laid off about 500 of its 1,300 workers following its pivot to stores – plans to keep its current headcount of around 800 workers stable for the next year and expects to raise more capital in a bridge funding round in early 2024, according to The Wall Street Journal. 

Editor’s note: This story was updated at 2:54 p.m. ET May 17, 2023, to clarify the company’s goals for new locations.