In the last year, an estimated $863 billion dollars was spent on restaurants across America. To the barrage of options, from Thai to tamales, white tablecloth to hole-in-the-wall, a new contender is establishing itself–the ghost restaurant.
Ghost restaurants do not have places for customers to sit or even pick up food. They are kitchens with online marquees available on meal delivery services like Deliveroo (Europe) and Uber Eats. They are able to cut costs on square footage, waitstaff, and location while reaching the growing number of customers who get food delivered.
Because a Ghost restaurant’s digital brand is not tied to its physical space, it is possible for one kitchen to operate several ghost restaurants simultaneously. Top Round Roast Beef (above), is a San Francisco restaurant that maintains three distinct identities on Uber Eats: ‘Ribbon Fried Chicken’, ‘TR Burger and Wings’ and ‘Ice Cream Custard.’
Why it’s Hot:
Digital branding and strategy will play a bigger role in the restaurant industry now that the kitchen has been separated from the service experience.