Innovation and virtual evolution have gone hand-in-hand for years, with the rise of gig-based food delivery hastening the process for restaurants across the globe. With on-demand workers ready to whisk meals to customers, even from establishments that didn't typically offer delivery, growth has peered even further inward with ghost kitchens.
Don't let the haunted name fool you. This bold new approach to food prep and branding may not be visible to the naked eye in terms of public accessibility, but it's making a very big impact. By essentially stripping away the layers between a freshly-prepped meal and the virtual customers clamoring for it, a ghost kitchen is a case study in edible efficiency, a tasty example of what happens when a solid menu meets a solid operational concept.
Make no mistake: embracing a virtual kitchen concept doesn't give users the ability to shrug off extensive research and prep. While this enduring trend in food concepts has an undeniable "fad like" feel to it, the truth is that the most successful adopters have done their homework behind the scenes. That means careful integration with food delivery apps, smart marketing and buzz, and a menu built for speed and satisfaction in equal measures.
What is a Ghost Kitchen?
More of a business and food prep philosophy than a static blueprint, a ghost kitchen can be a standalone business built specifically for a brand. It may also refer to a franchised menu prepared and sent from an existing restaurant's kitchen. In either case, the main features of this virtual kitchen trend include operating outside of public access - e.g. without a dining room for the brand itself, and sometimes without walk-up or drive-through service as well. Virtual kitchen locations won't be listed in phone directories, nor found on GPS maps - they're specifically and exclusively for preparing a menu of items for selling or sending elsewhere, via delivery drivers.
The concept of a "hidden kitchen" used for preparing food ahead of time for sale isn't, of course, a new idea. Historically, some form has been found in almost every civilization - food carts, counters, and deliveries made on foot to nobility. The modern innovation of ghost kitchens comes from their symbiotic relationships not only with franchising branding, but existing restaurant kitchens and gig-based food delivery networks.
For restaurant entrepreneurs, using a ghost kitchen helps mitigate operating costs that make first steps too costly while still offering the flexibility needed to adjust menus and methods "on the fly." Think of these virtual kitchens like a recipe, tried and tested, and served to a select group: it allows the chef to expand to a full dinner service, if desired, or simply continue to offer exclusive tasting opportunities to drive up demand.
Why Use a Ghost Kitchen Franchise?
If a brand is going to design, create, and perfect a menu of food, why not simply open a traditional restaurant? The impact of the Covid-19 pandemic has demonstrated the need for flexibility when it comes to businesses that traditionally rely on in-person transactions - restaurants included. Aside from the reassurance of a "pandemic proof" pivot that still allows restaurants to thrive, a ghost kitchen can slash start-up costs while increasing reach that usually demands a healthy chunk of budget.
For ghost kitchens that open independently, a "bare bones" approach ensures a lightning-fast startup schedule. No dining room, no parking lot, no front counter or drive through means less employees are needed, and the ones still on the payroll can focus on turning out food quickly and consistently. Because of the reduced need for square footage, and specific zoning in some cases, this approach can also offer virtual kitchen location opportunities that might not otherwise be available.
For ghost kitchens that operate out of existing restaurants, the concept can spread a limited-time or special edition menu of items without the significant cost of equipment, certifications, and even labor training. By utilizing the expertise, setting, and equipment already available, the franchise can turn its focus entirely to building hype and increasing interest. This was demonstrated clearly by the meteoric rise of MrBeast Burgers in late 2020, which used the ghost kitchen trend to grow the brand's eponymous burger offerings to over 300 locations by 2021. In this symbiotic setup, the virtual kitchen operator and the restaurant both benefit, and neither risks a great deal in the process. Consider this in contrast with a traditional restaurant that needs to start from the ground up and can easily - and expensively - flop.
Are ghost kitchens here to stay? Only time will tell if these ephemeral additions to the restaurant landscape will take their own throne beside heavy hitters like QSR or full service fare. Based on the public's ever-growing enthusiasm for virtual kitchen offerings, however, it's a safe bet consumers will be hungry for them for many years to come.