Ghost Kitchen Journal

Category: Issues & Trends

  • Uber Eats is Purging 5,000 Ghost Kitchens

    Uber Eats is Purging 5,000 Ghost Kitchens

    Uber Eats is purging 5,000 ghost kitchens from its app and setting stricter rules for the remaining ones after finding its platform flooded by virtual restaurants listing similar food options under different names.

    “Diners are effectively seeing 12 versions of the same menu on the app. It’s fair to say that kind of erodes consumer confidence,” John Mullenholz, head of dark kitchens at Uber Eats, told The Wall Street Journal.

    Uber Eats’ new guidelines require virtual locations to have menu items “at least 60 percent different” from any other online restaurants operating from the same location. The ghost kitchen and its parent restaurant must maintain a 4.3-star rating or higher on the app, have five percent or fewer orders that they have canceled and have a five percent or lower inaccurate orders rate.

    Read more here

  • How to Become a Ghost Kitchen: A Guide for Restaurants to Offer Different Menus via Delivery Only

    How to Become a Ghost Kitchen: A Guide for Restaurants to Offer Different Menus via Delivery Only

    The world of foodservice has undergone a significant transformation in recent years. One of the most significant changes is the rise of ghost kitchens. These are essentially delivery-only restaurants that do not have a physical location for customers to dine in. Instead, they offer their menus through third-party delivery services like Grubhub, DoorDash, and Uber Eats. This model has allowed many restaurants to expand their customer base and increase their profits without the need for expensive real estate or front-of-house staff. In this article, we will explore how a restaurant can explore becoming a ghost kitchen and offer different items/menus via delivery only.

    Why Should a Restaurant Consider a Ghost Kitchen?

    There are several compelling reasons for a restaurant to consider becoming a ghost kitchen. Firstly, it allows a restaurant to expand its reach without the need for expensive real estate or front-of-house staff. Secondly, it allows restaurants to test new concepts and menu items with minimal risk. Finally, it allows restaurants to adapt to changing consumer habits and preferences.

    Guidelines and Lists of Things to Consider When Becoming a Ghost Kitchen

    Evaluate Your Current Menu and Concept
    The first step in exploring becoming a ghost kitchen is to evaluate your current menu and concept. Look at your menu and identify items that are popular and have the potential to be sold via delivery. You should also consider if there are any gaps in the market that you can fill with your menu.

    Research Your Market
    Once you have identified potential menu items, you should research your market. Look at other ghost kitchens in your area and see what they are offering. This will give you an idea of what is popular and what is not. You should also look at the demographics of your market and see if there are any untapped segments that you can target.

    Choose a Delivery Platform
    The next step is to choose a delivery platform. There are several third-party delivery services that you can use, including Grubhub, DoorDash, vGrubs, and Uber Eats. Each platform has its own fee structure, so it is important to compare the costs and benefits of each platform.

    Develop Your Menu and Brand
    Once you have chosen a delivery platform, you should develop your menu and brand. Your menu should be tailored to the delivery format, with items that travel well and can be prepared quickly. You should also develop a brand that resonates with your target market.

    Set Up Your Kitchen
    Setting up a ghost kitchen requires some investment in equipment and infrastructure. You will need a commercial kitchen with the necessary appliances and storage space. You will also need to set up a system for receiving orders and preparing them for delivery.

    Hire Staff
    Even though a ghost kitchen does not have a physical location, you will still need staff to prepare and deliver your food. You should hire staff that are experienced in preparing food for delivery and are familiar with the delivery platform that you have chosen.

    Create a Marketing Plan
    Finally, you should create a marketing plan to promote your ghost kitchen. You can use social media, email marketing, and paid advertising to reach your target market. You should also consider offering promotions and discounts to incentivize customers to try your menu.

    Examples of Ghost Kitchen Concepts

    There are many different types of ghost kitchen concepts that a restaurant can explore. Here are a few examples:

    Breakfast Ghost Kitchen
    A restaurant that specializes in lunch and dinner items can explore offering breakfast items via delivery. For example, a pizzeria can sell bagels and breakfast sandwiches in the morning when they are not typically open for business.

    Vegan Ghost Kitchen
    A restaurant that specializes in vegan cuisine can explore offering a delivery-only menu that focuses on plant-based comfort foods like burgers, tacos, and mac and cheese.

    Global Cuisine Ghost Kitchen
    A restaurant that specializes in a particular type of global cuisine, such as Indian or Thai, can explore offering a delivery-only menu that focuses on the most popular dishes from that cuisine.

    Comfort Food Ghost Kitchen
    A restaurant that specializes in comfort food can explore offering a delivery-only menu that focuses on classic dishes like mac and cheese, fried chicken, and meatloaf.

    Healthy Eating Ghost Kitchen
    A restaurant that specializes in healthy eating can explore offering a delivery-only menu that focuses on nutrient-dense meals like salads, bowls, and smoothies.

    Conclusion

    Becoming a ghost kitchen can be a great way for a restaurant to expand its reach and increase its profits. However, it is important to carefully evaluate your menu and concept, research your market, and develop a marketing plan before launching your ghost kitchen. By following these guidelines and considering the examples of ghost kitchen concepts, you can create a successful delivery-only restaurant that meets the needs and preferences of your target market.

  • Uber Eats Launches U.S. Certified Virtual Restaurant Program

    Uber Eats Launches U.S. Certified Virtual Restaurant Program

    Today Uber Eats announced a new Certified Virtual Restaurant Program. This initiative, launched in partnership with leading brand builders Virtual Dining Concepts, Nextbite and Acelerate, aims to make virtual restaurant operations more streamlined and effective for merchants, and to create a more consistent, reliable virtual restaurants experience for consumers who use Uber Eats.

    The program is part of an ongoing effort at Uber to refocus its virtual restaurant operations—which has accelerated massively in the wake of the pandemic to over 40,000 virtual storefronts—with an emphasis on quality for the benefit of consumers and merchants across the country.
    The Certified Virtual Restaurant Program allows merchants to tap into a pipeline of virtual restaurant concepts curated by Uber and vetted to meet high-bar standards in menu quality, operations, and branding.

    “With the boom in virtual restaurants over the past several years, we’ve noticed a wide range of approaches to creating virtual restaurant brands,” says John Mullenholz, Uber’s head of Virtual Restaurants and Dark Kitchens for the US & Canada. “We’re excited about launching this program to connect the best virtual brand builders in the industry with small businesses across the country–and to bring the very best virtual brands to consumers’ doorsteps.”

    By participating in the program, independent restaurants will have access to virtual concept creators’ account management and customer success teams, and can leverage their expertise in operating quality virtual restaurants successfully on Uber Eats—whether operated out of an existing brick-and-mortar restaurant or a delivery-only kitchen. This program, developed in partnership with Virtual Dining Concepts, Nextbite and Acelerate includes successful brands including MrBeast Burger (VDC), Huevorito (Nextbite) and Scratch Chicken (Acelerate), with more to come.

    “We are proud to partner with Uber Eats’ Certified Virtual Restaurant program,” said Stephanie Sollers, CEO of Virtual Dining Concepts. “This initiative benefits every member of the VDC ecosystem, including our kitchen partners, the creators, celebrities and media groups with whom we collaborate with to develop our brands, and consumers, many of whom are loyal fans of the talent behind our brands. For all parties, this program adds a layer of verification and transparency for customers, certifying that their food is coming from high quality kitchen operators, giving the customer an added level of comfort when ordering from Uber Eats.”

    “Helping restaurants succeed is at the heart of our business and we’re looking forward to partnering with Uber Eats to do just that,” says Lindsay Barlow, Operations at Acelerate. “We’re excited for customers to get their hands on Scratch Chicken! Inspired by nostalgic snack food, these craveable tenders, seasoning dusts, signature drizzles and dipping sauces were specifically designed and tested for delivery.”

    Certified Virtual Restaurant partners who add one of these established brands to their business operations for delivery will benefit from their focus on quality across menu, operations, and branding. Each Certified Virtual Restaurant’s menu items are designed especially for delivery, allowing merchants to leverage their existing supply chain, kitchen equipment and inventory to produce scalable, replicable and consistent orders. With professionally established brands with strong online presences, participating restaurants can plug into marketing that translates across consumer-facing channels in- and out-of the Uber Eats app.