MAKING THE MOST OF GHOST KITCHENS
The delivery-only model is soaring, and virtual kitchen concepts can help operators manage labor, logistics and costs while boosting reach and growing sales. From celebrity-endorsed virtual brands to mobile ordering on college campuses, much of the action in today’s foodservice landscape is happening behind the scenes. Even mall food courts and hotels are getting in on the trend, applying the operational models to their existing infrastructure.
At its core, a ghost kitchen is a space that serves customers through phone and online orders, for delivery only. Ghost kitchens charge a membership fee for operators to use their equipment and services, and menu items from different brands are all prepared in the same space. Another related model, the virtual brand, generally serves as an extension of an existing brick and mortar restaurant—but with a single-focus menu concept exclusively for delivery.
Even though this virtual culinary world is still a bit of a mystery to consumers, they see ghost kitchens as a way to stay connected with the restaurants they love. In fact, 75% of consumers agreed that if a restaurant near them closed because of the pandemic, they would be open to supporting the concept reopening as a delivery-only ghost kitchen (Datassential, January 2021).
Without the need for a fully staffed dining room, operators are turning to ghost kitchens to capture additional revenue and meet consumer demand for craveable comfort foods in a challenging time. It’s a great way for commercial and noncommercial operators to test new menu items with less risk, too. By creating a new space where creativity meets convenience, ghost kitchens and virtual brands are helping operators succeed on the road to recovery.
Chef Tips