Wonder sets June opening for 1st brick-and-mortar spot in NJ

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Food delivery startup Wonder Group is debuting its brick-and-mortar concept in New Jersey.

After opening its first physical restaurant earlier this year on Manhattan’s Upper West Side, the Cranford-based venture started by entrepreneur Marc Lore is launching a similar space in Westfield. 

Located at 210 South Ave. W., Wonder plans to officially open its doors June 1 following an 11:20 a.m. ribbon-cutting ceremony with Lore, Westfield Mayor Shelley Brindle and Food Network star Marc Murphy.

To mark the occasion, the business will give away prizes to customers, including free food, signed cookbooks from Murphy and a pizza party catered by restaurant Alanza at a future date.

The Wonder shop will be open daily from 11:30 a.m. to 3 p.m. and 4 p.m. to 8:30 p.m.

Initially started as a business based on mobile kitchens that prepared celebrity chef-designed meals outside of customers’ homes, Lore announced in January the concept was rethinking its approach. As part of the shift, the company began phasing out its fleet of Mercedes Sprinter vans and replacing them with physical locations offering delivery, pick-up and some dine-in options from restaurants that Wonder has licensing deals with.

Featuring a collection of acclaimed chefs and delivery-first eateries, Wonder is pivoting to pioneer a new category of “fast fine” dining by offering “an elevated food experience with unprecedented convenience,” the company says.

Customers can also order from multiple restaurants in a single delivery order, according to Wonder.

The network of partnering establishments includes: Alanza (Italian), Barrio Café (Mexican), Bobby Flay Steak (Steakhouse), Chai Pani (Indian), Chios Taverna (Greek), Chuko (Ramen), Di Fara Pizza (Italian), Fred’s Meat & Bread (Sandwiches), JBird (American), Jota (Spanish), Limesalt (Mexican), Maydan (Middle Eastern), Estelle & Jeanie’s (Caribbean), Table No. 1 (American), Taqueria del Dia (Mexican), Royal Greens (Salads), The Mainstay (American) and Tejas Barbecue (BBQ).

According to Lore, Wonder aims to launch 10 storefronts in New Jersey and New York by the end of 2023. Included among the locations “coming soon” are Chelsea, Downtown Brooklyn and the Upper East Side, the company’s website says.