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 New Consumer Contract, with Erich Joachimsthaler of VIVALDI

Today’s guest is Erich Joachimsthaler, VIVALDI CEO and author of The Interaction Field (among others). Since his time at university, Erich has spent his career chasing the intangible value of a brand, far beyond sentimentality and logo recognition. In his latest book, Erich lays out the true intangible value brands can leverage — new digital business models that go beyond delivering great products and services. He shared why brands must enter into a new “Customer Contract” with consumers, one in which they work to solve problems faced by society, not the market.

> See all episodes
Light at the End of the Tunnel: How Dark Stores and Micro-Fulfillment Centers are Revolutionizing the Retail Supply Chain

As the well-worn proverb says, “necessity is the mother of invention,” the pandemic hit retail spaces particularly hard, pushing consumers to use ecommerce more as social and safety protocols increased. While there may be more stores open now, shoppers have found that the convenience and speed when ordering items online is invaluable even long after the protocols have gone.

To take advantage of this, retailers have turned parts or all of their spaces into “dark stores,” which act much the same way a warehouse or fulfillment center would. The opportunity then arises for retailers to not only leverage a wealth of direct consumer data from these types of transactions, but also provide greater personalization and localization services. This itself sets off a bevy of offers and angles from which to engage their customers.

> 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