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.

A Personalized Future, with Mike Barclay of MoEngage

Personalization in marketing is nothing new; since the dawn of the internet, brands have been able to customize messaging to specific groups or even individuals. However, we haven’t always used this engagement superpower for good. Many brands have been guilty of getting a little too personal and creeping out their customers in the process. But today’s guest says there’s a bright future for personalization as a cornerstone to modern marketing. Mike Barclay of MoEngage joined the pod to discuss the highs and lows of personalization, and what brands born before the dawn of the internet can do to get in on the personalization game.

> See all episodes
QR Codes: Are they Back for Real This Time?

QR Codes are an extension of the barcode, and were first introduced as a way for manufacturers to scan larger amounts of data quickly. By 2011, retailers and tradeshows were able to take advantage of smartphone technology to utilize QR codes in their inventories, badging, and check-ins — and slowly there emerged consumer usage in the form of online offers.
The process, however, was clunky and involved third-party app software to get QR Codes to work. Fast forward to 2020, when the COVID-19 pandemic raged, and the need for contactless interaction became paramount. It was during this time that QR Code technology could now exist on everything from packaging to OOH signage, and with a simple hover of a smartphone’s camera send consumers to microsites, check-in pages, and offers.
This has allowed marketers to take advantage of QR Codes in ways previously unthought of; however, like most technologies, there are privacy and safety issues to be aware of — and the current speed and ease of QR Code usage means large untapped potential for marketers in the future as well. Read on to see how marketers are using them and addressing issues with QR Codes.

> See all issues

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