Ghost Kitchen, What Is It. Do you know?

By Jose Pinto

These kitchens are a microcloud kitchens or virtual kitchens, they cook to order and most cases menus vary often, to satisfy the needs or customer demand. There are no seated or dine-in services. They are built to offer online orders. There are no tables or walk-in customers. Previously, ghost kitchens were mainly being used by virtual restaurants, who due to the popularity of their menus and clientele demand conceded the idea of branching out into virtual kitchens.

WHAT ARE THESE NEW CONCEPTS OF KITCHENS? These kitchens concept are based due to the shift in consumer behavior due to the pandemic and also they can reduce the costs associated with dine-in restaurants expenses and capitalize on the increase in online orders. The beauty of ghost kitchens is that you’re in control of most of the operational aspects other than delivery. You don’t have to be located in a busy location, you don’t have to employ service staff and you can often customize your menu focusing on freshness, seasonality and customer feedback, focusing on food that is delivery fresh, fast and in a friendly manner.

Why you should think of integrating Ghost Kitchens into your business Some of the reasons are:

• Reduced overhead costs There are no dine-in customers; your overhead costs are significantly low and you operations are lean. You only have to ensure that you meet the food safety and health standards of the Department of Health and that your permits are up to date.

• Ability to maximize work and cash Ghost kitchens allow you to focus on your core objective. Try to prepare to both in-person and online orders by using the same model will only leave you overwhelmed. The staff that is dedicated to online orders can also tend to your physical

customer, you’ll be able to maximize and optimize your operations in another words be “bottom line oriented”

• Improve and extend your market penetration The today’s ways and dynamics of running a restaurant have changed some due to pandemic and others due to fewer customers. Ghost kitchens can help you reach a new and untapped market audience.

• Consumer behavior changing. The delivery market revenue has increased more than double within time the last years along with consumer

preferences. More people are leaning towards ordering-in due to the high levels of health, security, and convenience.

AFTER ALL, IS A GHOST KITCHEN THE RIGHT CHOICE TO ENHANCE YOUR BUSINESS?

I believe that is ‘yes it is’. Ghost or satellite kitchens are undoubtedly the future, and since the future is today, you may start by making your market survey and see where and how you fit with your expansion.

People are using food delivery services, so it’s very wise to keep up with the current consumer trends and demand. The recent pandemic is also enough proof that the business world is uncertain, and you shouldn’t put all your eggs into one basket, diversify is key.

Founder of JP HOSPITALITY.EU

Email me at josepinto@jphospitality.eu