Ghost kitchens and franchises

Downers Grove IL

15 March, 2021

7:04 PM

Description

Ghost kitchens—supplemental facilities set up by restaurants to cater exclusively to delivery and takeout customers—have grown to become an incredibly popular model for eateries seeking to make it through the pandemic. Now, there are ghost franchises, too: entire brands specifically developed under a delivery-only business model that can be set up anywhere in the country. What are the implications for restaurateurs of the continued proliferation of the ghost kitchen/ghost franchise/virtual concept model? Are these concepts a lifeline for independent restaurateurs, or a liability that serve big brands more than small businesses? John Kelly, CEO of Zenreach, the Walkthrough Marketing Experts driving business to brick-and-mortar stores and restaurants believes ghost franchises are going to be the new normal. Kelly says, "Not all trends that we have seen emerge during the pandemic are going to disappear. Food delivery is one area that will probably level out to a new normal that is higher post-pandemic than pre-pandemic, and that bodes well for ghost kitchens. Good quality food ready for delivery without the costs of the traditional restaurant will have certain appeal to both restaurateur and consumer alike." Kelly goes on to say, "As with most industries, big brand restaurants have certain advantages over independent restaurateurs (name recognition and trust being one key), and those same advantages can certainly apply to ghost kitchens, since diners are more likely to choose from names they recognize and trust." Is it time for your restaurant to start a ghost franchise? Maybe or maybe not, but don't expect this trend to vanish in the night like a real ghost….it's likely here to stay.