Could you be a ghost?
Even before the pandemic, ghost kitchens were on the rise for their ability to ensure faster, less expensive food preparation and more efficient delivery to customers looking for off-premise dining options. Now, many restaurant operators are looking at ghost kitchens as a critical way forward at a time of great uncertainty for the industry. They may be on to something: Recent research from Euromonitor found that the global market for ghost kitchens could reach $1 trillion by 2030 – and in the process, capture big slices of industry segments including drive-thru sales, take-out foodservice, ready-to-eat meals, pre-packaged cooking ingredients, dine-in foodservice and packaged snacks. But when you’ve been running a traditional brick-and-mortar restaurant, what actions (and investment) are required to pivot to the ghost-kitchen model? Food distributor US Foods is aiming to give operators a hand with that transition through its newly launched US Foods Ghost Kitchens program. The company promises that for an average start-up investment below $5,000, they can help operators open a ghost kitchen concept in about three weeks and achieve an average profit margin exceeding 35 percent. The program includes market research, marketing support, a digital technology framework, menu optimization and management guidance.
Throughout the past year, takeout and delivery have occupied a larger part of many consumers’ lives than they did before. Even as we emerge from the pandemic and people return to restaurant dining rooms, expect your customers’ off-premise food habits to persist. According to the National Restaurant Association’s 2021 State of the Industry Report, 68 percent of consumers say they are more likely to purchase takeout from a restaurant than before and 53 percent say takeout and delivery have become essential to the way they live. How authentically do your restaurant’s values translate to an off-premise experience? If your business prides itself on treating customers like family and remembering their favorite dishes, are you including a personal note in their to-go bag and using tech to track their orders and feed that data into your loyalty program? If your brand is focused on protecting the environment, are you providing recyclable, compostable or reusable packaging? As restaurants have transitioned to greater tech adoption in the past year, some operators may feel they are losing the personal touch – or the more experiential brand elements that once helped consumers connect with them. But that doesn’t have to be true. While you may be losing face-to-face connections with your customers, you can lean on supporting elements of your brand – like your business background story, staff personalities, service mindset, behind-the-scenes anecdotes, food selection and packaging – and rethink how you communicate them. If a delivery driver dropped off a bag of food from your restaurant to someone who had never visited your restaurant before, what would the person’s impressions of your business be?