How Virtual Brands Go From 1 to 100 Locations

A ghost kitchen, or a ghost kitchen, is a type of restaurant that uses digital channels to connect with consumers. The ability to serve restaurant-quality meals without having to operate an entire in-person dining area has led to more and more restaurant owners jumping onto the ghost kitchen trend. In addition to saving money on restaurant space, ghost kitchen owners can easily open multiple locations. With some hard work and determination, a virtual restaurant can quickly grow from one to 100 spaces.

Easy Set-Up Process

One of the most difficult things about opening a restaurant is the setup. Not only do you have to find a setting that offers a good atmosphere and location, but you also have to invest in materials, equipment, and staff.

Ghost kitchens, on the other hand, have a relatively easy and low-cost setup. Some elements ghost kitchens save money on include:

  • Space: Because they don't have to invest in a dining area, ghost kitchen owners save real estate costs. Some owners may choose to rent space or even share a kitchen with other owners.
  • Appliances: Although some ghost kitchen owners choose to buy their own spaces, many opt to rent equipment instead. Some may even share equipment with other ghost kitchens to further reduce costs.
  • Decor and utensils: Ghost kitchen owners don't need to spend money on decorations, furniture, and utensils, such as glassware, dishware, and silverware.
  • Staff: While traditional restaurants need to supply servers, busboys, and hosts, ghost kitchens just have to manage cooks and delivery staff. Some choose to work with third-party delivery applications entirely, eliminating the need to hire and train delivery drivers.

The easy set-up process enables ghost kitchen owners to open new locations at a fast, cost-effective rate.

Multiple Menus

A brick-and-mortar restaurant typically has a set menu, with a few adjustments now and then. Conversely, ghost kitchens have a fair amount of freedom when it comes to their menu items. While traditional restaurant owners need to reprint their menus if they want to make major changes, ghost kitchen owners can simply upload a new menu online and call it a day. Many owners report using restaurant analytics to determine which menu items are most popular, which helps them make changes accordingly.

Another way to take advantage of restaurant analytics is by creating multiple menus, which lets you cater to different types of customers. For instance, if you notice that two specific dishes are extremely popular with your customers, you may choose to place those dishes on a separate, more expensive menu. Alternatively, you can use multiple menus to push your creative boundaries (such as by offering different cuisines on each menu). Some owners even have several virtual brands that they operate from a single location.

Social Media

Considering that ghost kitchens rely on the Internet to communicate with customers, it's only fitting that the Internet offers a way to increase brand visibility and grow as a business. One of the best methods for reaching new consumers is by using social media platforms, which collectively have nearly 4 billion users. Some ways virtual brands use social media accounts include:

  • Sharing Instagram stories of their menu items
  • Creating ads designed for their target demographic
  • Creating humorous content that engages customers

A great way to share your social media and gain more followers is by putting your information directly onto your website or online menus, which helps customers discover your accounts quickly.

Online Ordering

More and more people are ordering takeout than ever before. The rise in food delivery, which is in part due to the COVID-19 pandemic, has led experts to predict that the global food industry will reach about $200 billion by 2025. While some restaurants choose to supply their own delivery staff, most turn to the services of third-party delivery applications.

From UberEats and GrubHub to DoorDash and Postmates, there's no shortage of services that provide drivers to deliver your meals to consumers. While most third-party applications take a percentage of profits, they save costs that would otherwise be spent on hiring, vetting, and training delivery staff. Moreover, they tend to have a wider reach and can thus help you connect with more people.


The more delivery applications you partner with, the more customers you can acquire. On the downside, managing multiple orders from different services can be difficult, leading to mistakes that damage your reputation.

If you want to maintain positive relationships with clients and expand your locations, you'll need to use high-quality restaurant tech to manage those orders. That's why an increasing number of ghost kitchen owners are turning to Cuboh, an order management platform that connects to your restaurant’s SaaS system and lets you streamline multiple orders to a single device. Improve your workflow and grow your business by streamlining your orders today!

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