GHOSTS IN

THE KITCHEN

In Partnership With

Ghost kitchens, also known as virtual or cloud kitchens, have investors drooling even if chefs and diners aren’t sure they find them as appetizing. According to Technomic, in 2018 consumers spent $10.2 billion on orders through third-party delivery platforms like UberEats and GrubHub. This growth exacerbates the fact that most restaurants lose money on delivery and that delivery cannibalizes in-restaurant sales. Enter ghost kitchens, which have received over $45 billion in VC funding.

 

A ghost kitchen is a stripped down commercial kitchen with no dine-in options that operates a RAAS (Restaurant-As-A-Service) model where all the logistics of delivery and kitchen infrastructure are taken care of. This enables multiple restaurants to operate under one roof to maximize delivery sales while minimizing overhead on real estate and kitchen costs.

 

But what about the art of cooking? The unique individual flavors of a chef? These will of course continue to exist, but when was the last time you thought about the unique flavors of McDonald’s or Applebee’s or Domino's? If you want consistent product conveniently delivered, and aren’t interested in a dining experience, this model allows for more consumer choice at greater speed and convenience.

The Truth About Innovation, with IPG Media Lab

IPG Media Lab works with some of the world’s largest brands to drive innovation in media, marketing, and business models. As the dedicated innovation initiative of the UM family of agencies, they’ve worked with companies of all sizes, across numerous verticals. Chad Stoller and Adam Simon of IPG Media Lab discussed the types of conversations they have with marketers around innovation, gave us a behind-the-scenes look at how IPG Media stays innovative, and asked whether one can truly measure innovation success.

> See all episodes
iOS 14: Friend or Foe? Breaking Down the Effects of Apple’s New Privacy Policies

There’s more uproar in the data privacy world: Apple has announced that with their newest update to iOS 14, the previously optional Limit Ad Tracking function (LAT) will now be on as a default. This will force all apps and app developers to ask permission to use a user’s data or track their movement, and they’ll need to opt-in to sharing a unique device code, or the ID for Advertisers (IDFA). As Apple has said on their official iOS 14 info page: “Privacy is a fundamental human right and at the core of everything we do. That’s why with iOS 14, we’re giving you more control over the data you share and more transparency into how it’s used.”

Advertisers use the IDFA to target audiences and measure effectiveness. Just like with the cookie’s demise (as we’ve discussed here), the potential for the IDFA to be limited or disappear completely will hinder the reach and understanding advertisers have over their campaigns. Marketers will not only need to survive without cookies in their diet, but they’ll also need to find new—or in many cases, old—ways to gather audience data to aid in their targeting efforts. It may be best summed up in Apple CEO Tim Cook’s remarks on International Privacy day: "Technology does not need vast troves of personal data stitched together across dozens of websites and apps in order to succeed. Advertising existed and thrived for decades without it, and we're here today because the path of least resistance is rarely the path of wisdom. If a business is built on misleading users on data exploitation, on choices that are no choices at all, then it does not deserve our praise. It deserves reform.” The resources collected discuss a post-IDFA world and what marketers can do to adapt without it.

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GHOSTS IN

THE KITCHEN

In Partnership With

Ghost kitchens, also known as virtual or cloud kitchens, have investors drooling even if chefs and diners aren’t sure they find them as appetizing. According to Technomic, in 2018 consumers spent $10.2 billion on orders through third-party delivery platforms like UberEats and GrubHub. This growth exacerbates the fact that most restaurants lose money on delivery and that delivery cannibalizes in-restaurant sales. Enter ghost kitchens, which have received over $45 billion in VC funding.

 

A ghost kitchen is a stripped down commercial kitchen with no dine-in options that operates a RAAS (Restaurant-As-A-Service) model where all the logistics of delivery and kitchen infrastructure are taken care of. This enables multiple restaurants to operate under one roof to maximize delivery sales while minimizing overhead on real estate and kitchen costs.

 

But what about the art of cooking? The unique individual flavors of a chef? These will of course continue to exist, but when was the last time you thought about the unique flavors of McDonald’s or Applebee’s or Domino's? If you want consistent product conveniently delivered, and aren’t interested in a dining experience, this model allows for more consumer choice at greater speed and convenience.

 

 

 

KITOPI
KITCHENS ON DEMAND

 

Powering the on-demand food economy, Kitchen Operations Innovation (Kit. Op. I) combines call center operations, kitchen operations and delivery operations to streamline the entire on-demand delivery process for restaurants. Essentially, they cook and deliver on behalf of other food brands. This enables delivery-only locations with minimum capital expenditure and time.

 

 

 

 

 

 

 

 

 

ZUUL KITCHENS
FULL KITCHEN SUITE OF SUPPORT

 

In the capital-intensive marketplace of the urban restaurant, Zuul provides a home and resources for ghost kitchens. Their goal is to support seamless expansion and new revenue channels for restaurant brands. Zuul’s services include kitchen infrastructure, menu consultation, POS and delivery tech as well as on-site fulfillment.

 

 

 

 

 

 

CLOUD KITCHENS
PUTTING THE SMART INTO THE KITCHEN

 

Like WeWork for restaurant kitchens, Cloud Kitchens rents commercial space to offer delivery-only restaurants and chefs a place to prepare food without needing the dine-in, capital intensive brick and mortar side of the restaurant business. Advantages for growing restaurant brands include lower real estate costs, more efficient labor and de-risking the food experimentation process.

About VentureFuel

VentureFuel helps futurize established companies by tapping into emerging technologies and breakthrough startups. Their innovation programs solve specific business challenges, uncovering first-to-market opportunities and delivering tangible results. From Corporate Accelerators to Innovation-as-a-Service to Strategic Projects, VentureFuel leverages our global network of top investors, scouts, founders and academics to deliver what’s next, now.

 

KITOPI
KITCHENS ON DEMAND

 

Powering the on-demand food economy, Kitchen Operations Innovation (Kit. Op. I) combines call center operations, kitchen operations and delivery operations to streamline the entire on-demand delivery process for restaurants. Essentially, they cook and deliver on behalf of other food brands. This enables delivery-only locations with minimum capital expenditure and time.

 

ZUUL KITCHENS
FULL KITCHEN SUITE OF SUPPORT

 

In the capital-intensive marketplace of the urban restaurant, Zuul provides a home and resources for ghost kitchens. Their goal is to support seamless expansion and new revenue channels for restaurant brands. Zuul’s services include kitchen infrastructure, menu consultation, POS and delivery tech as well as on-site fulfillment.

 

CLOUD KITCHENS
PUTTING THE SMART INTO THE KITCHEN

 

Like WeWork for restaurant kitchens, Cloud Kitchens rents commercial space to offer delivery-only restaurants and chefs a place to prepare food without needing the dine-in, capital intensive brick and mortar side of the restaurant business. Advantages for growing restaurant brands include lower real estate costs, more efficient labor and de-risking the food experimentation process.

About VentureFuel

VentureFuel helps futurize established companies by tapping into emerging technologies and breakthrough startups. Their innovation programs solve specific business challenges, uncovering first-to-market opportunities and delivering tangible results. From Corporate Accelerators to Innovation-as-a-Service to Strategic Projects, VentureFuel leverages our global network of top investors, scouts, founders and academics to deliver what’s next, now.

About ANA Marketing Futures

Knowing that marketers are increasingly challenged in their efforts to keep up with the latest trends and technologies, the Association of National Advertisers (ANA) tasked itself with creating a program designed to help marketers anticipate—and prepare for—the future of marketing.

 

ANA Marketing Futures is what emerged. With a focus on innovative topics and emerging trends, ANA Marketing Futures provides resources that will influence and inform via member cases, research studies, and insight from industry innovators. Check back often to learn about emerging trends and become inspired to take steps toward the growth of your business.

 

Copyright © 2020 Association of National Advertisers-established in 1910

Contact

10 Grand Central

155 E 44th Street

New York, NY 10017

Phone: 212.697.5950

 

Email: marketingfutures@ana.net

 

marketingfutures.ana.net