The digitization of restaurants continues as the sector moves towards a breakeven point in the future: the New Hospitality. One phenomenon that contributes to this transformation is ghost kitchens. For those who do not know their physiognomy, I recommend the guide that we publish in this digital newspaper: “Dark Kitchen: Complete guide for 2021”, These are restaurants without a lounge area aimed at serving the digital business. He 100% of the prepared dishes are destined to delivery O takeaway.
Parallel to the growth of this model, the traditional boundaries between restaurants and grocery stores are blurred. Restaurants with a strong brand image boost their sales by offering preserves and dishes prepared in their establishments.. It would be the case of the Palacio de Canedo (Lion) and the products of Prada Butt. But all those precooked with signature of author that are offered in chains like El Corte Inglés, Mercadona and the like.
These two forms of diversification in the restaurant sector have now been brought together thanks to Ghost Kitchen Brands.
Ghost Kitchen Brands y Walmart
Ghost Kitchen Brands is a North American company based in Toronto (Ontario, Canada) which was founded in 2016 by George Kottas. The franchise expert saw the potential of early ghost kitchens and was able to capitalize on the trend when the U.S. pandemic hit. coronavirus. Kottas currently leads an interdisciplinary team with which he aspires to establish a dense network of ghost kitchens in Canada and beyond..
To achieve this, it has established relationships with important hospitality partners. Currently the company offers its services to Beyond Meat, The Cheesecake Factory, Monster Cupcakes, Quiznos, Saladworks And till 15 top-notch brands. Such has been their success that they have also become distributors for Nescafé and Red Bull.
Partner restaurants benefit from increased customer traffic. And of course they also value the know-how of the company in terms of delivery of food at home is concerned. The clients, meanwhile, they enjoy more varied menus since from the interface of their applications they can request dishes from different restaurants and include them in the same order. In the words of Mark Choy, actual presidente de Ghost Kitchen Brands, your company behaves to a certain extent like a "food court".
The activities developed by the company and the utility they provide to its collaborators is now about to skyrocket thanks to the colaboration with Walmart. The agreement signed with the supermarket giant will bring Ghost Kitchen Brands to dozens of US grocery stores.. THE. and Canada.
More than 11.000 supermarkets distributed from Canada to Brazil and from Europe to Japan, Walmart stands as a titanic ally in the Kottas and Choy contest. Ghost Kitchen Brands expansion could accelerate dramatically in the coming months.
This is how the Ghost Kitchen Brands operation will work in Walmart supermarkets
Ghost Kitchen Brands doesn't work like other ghost kitchen managers. The Canadian company does not rent the workspace, but centralizes restaurant operations and manages their operations from a common kitchen. So that, its business model has nothing or little to do with that of its local competitors, Kitchen United Y Cloud Kitchens.
To work in this way, Ghost Kitchen Brands obtains the rights to use the intellectual property of the restaurants or carries out its operations as a distributor. The process is complex as the ghost kitchen chain is committed to using the same ingredients, train staff with same training resources and use the same tools of marketing than the original physical restaurants with which they have a contractual relationship.
Moving this model to a supermarket is not necessarily easy. At the end of March the first two ghost kitchens are installed in each Walmart in Ontario. In April they opened another nine, among which were included the first on US soil. New York was the city chosen to host the six points of sale that made up the pioneering foray into the United States.. THE.
The peace of mind of knowing that there are already establishments in operation providing results has led Choy to continue with the initial plan. Along the 2021 foresee the opening of at least 50 ghost kitchens associated with the supermarkets of Walmart pre-existing. 33 of them are already under construction.
All these points of sale will be composed of a kitchen where the dishes are prepared, spaces for the collection of the same by the distributors and a point equipped with a self-order kiosk from which customers can place their orders completely digitally.
The almost 60 Ghost kitchens projected in American Walmart stores will join others twenty existing independent premises and that, predictably, will also increase in number.
Mark Choy is full of the good work of the company he runs. Sam Hamam also joins his optimism, executive director of Walmart franchises, who in a press release commented the following: “We believe in the ghost kitchen strategy and vision and are excited to be the first retail store to partner with Ghost Kitchens. We are incessantly looking for ways to improve shoppers' user experience through affordable products., more accessible services and brands ».
Ghost kitchens: a win-win relationship
Ghost Kitchen Brands and Walmart aren't the only ones to benefit from this winning bet. Restaurants with a presence in the Ghost Kitchens will also see their business acumen rewarded.
The pensilvana chain Saladworks, specialized in fresh produce and salad bowls, has not hesitated to revolutionize its business with ghost kitchens. By the end of the year they hope to 90 distribution points thanks to Ghost Kitchens. Its sister brands, Fruit Bowls y Garbanzo Mediterranean Fresh, specialized in fruit salads and hummus respectively, they will also join the adventure. In fact, they are already testing how the model works for them.
Quiznos, a renowned sandwich specialty chain in Canada, also adapts to the new times. The franchise has made some changes to its charter to operate more efficiently through the dark kitchens. He preferred to include only the 15 sandwiches most demanded in their establishments instead of entering their full menu in the Ghost Kitchens application.
Reducing the number of items on offer seems like the right choice. Both Quiznos and Saladworks have done it. The Cheesecake Factory Bakery has opted not to offer cupcakes and hot pastries. Red Bull and Nescafé have limited the products they distribute to just a handful of options.
Since the Ghost Kitchens application integrates all the products in the same interface, is judicious represent restaurant services solely with best-sellers. However, This emerging need highlights the uncertain scalability of self-order kiosks should the number of brands interested in collaborating with Ghost Kitchen Brands overflow.
Something that is very likely to happen since it is evident that the exponential growth of ghost kitchens in the current situation is unquestionable.