Ghost kitchens are redefining the restaurant industry with a streamlined, technology-driven approach that prioritizes delivery and customer convenience over traditional dining spaces
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With technological advancements, the concept of smart restaurants is gaining traction in the food industry. This idea refers to establishments that use technology to reduce costs and optimize operations while maintaining a quality standard for their products.
According to a recent study by Restaurant Business Online, 51% of establishments in the sector have already adopted the ghost kitchen model, which does not have a dining area for receiving customers.
Furthermore, data from QSR Magazine indicates that six out of ten adults prefer to use delivery services rather than traveling to a restaurant
Currently, industrial automation concepts are increasingly being applied in the sector, from customer service to driverless deliveries around the world. To adapt to this new market, entrepreneurs can adopt strategies that allow them to create smart restaurants with reduced costs.
What is a ghost kitchen (or dark kitchen)?
A ghost kitchen, also known as a dark kitchen, is a restaurant model that operates solely as a kitchen. The operations focus on the production and delivery of dishes without the need for a dining area to receive customers.
According to data from Coherent Market Insights, ghost kitchens are expected to generate R$157 billion by 2030, more than double the value recorded in 2022
With the increase in demand for online services, the food sector has embraced this model largely due to reduced operational costs. The flexible structure is also an attractive feature, as it imposes fewer restrictions on kitchen installation.
Are Ghost Kitchens Dying?
Ghost kitchens have gained significant popularity in the food industry during the pandemic. While many initially thought this model would have a limited existence, it has continued to grow even after restrictions were lifted.
According to data from the e-book Are Ghost Kitchens Dying?, 60% of restaurants reported an increase in delivery orders. Flexibility and lower costs are key factors driving the demand for a system that eliminates the need for a public service area, allowing operations to focus on kitchen functions.
The demand for delivery has become a catalyst for the adoption of ghost kitchens. The e-book notes that there are now over 90 such units in the United States and Canada. In addition, some companies are now dedicated to helping restaurants implement this format.
Due to its flexibility, this model is expanding and embracing new styles worldwide. For example, niched kitchens focus on unique menus, such as vegan offerings. As a result, a restaurant that operates exclusively for delivery can concentrate on providing more customized meals, satisfying the preferences of its audience.
Tips for Having a Smart Restaurant in 2024
A smart restaurant utilizes technological advancements to optimize operations and provide more efficient service to customers. Various strategies can be employed to adapt to the new market demands.
In the future, the trend is for more innovations in this regard. Therefore, to manage a smarter restaurant, it is important to stay updated with changes such as:
Efficient Digital Menu
To optimize delivery services, a company can use various apps available in the market, as well as invest in an official website. This helps build customer trust and facilitates a smoother service approach.
In the digital menu, it is important that dish descriptions are kept brief, allowing for a quicker customer experience. At the same time, the restaurant should clearly provide all the necessary information the consumer needs about the menu items.
Explore new delivery technologies
New delivery tools are emerging daily, driven by advancements in artificial intelligence. Automation allows operations to be optimized, reducing costs and providing faster service to consumers.
In some countries, driverless delivery is already a reality. In 2022, Uber Eats in the United States launched a delivery service carried out by robots that move along sidewalks, remotely supervised.
Take advantage of new revenue streams
In any business, maintaining a healthy cash flow is essential. With the growing demand for delivery services, restaurants can explore new sales opportunities in the sector, such as offering grocery or artisanal products alongside the main menu.
The dark kitchen model allows a larger portion of the available budget to be directed towards other areas, including the development of new ideas and products.
Leverage data and insights
One of the advantages of applying new technologies in the food industry is the effective use of data analysis enabled by automation.
In delivery apps, for example, it is possible to identify peak restaurant hours, understand which products have the highest sales, and even analyze the size of customers’ online shopping baskets as they place their orders.
This data can be used to personalize the consumer experience and better meet their preferences.
Focus on the customer experience
Ensuring a positive experience remains a priority in product sales, including food. By meeting consumer expectations, the restaurant gained their trust and increased the chances of future return.
Customer service can be optimized with the help of technology. Nowadays, many delivery companies use robots to enable customers to place orders more quickly and efficiently.
Strategic delivery location
When choosing a location for a ghost kitchen, the entrepreneur needs to consider several factors, in addition to developing a strategy to reach the target audience for the menu.
To make transportation more efficient, it is also important to select a location that is easily accessible for delivery drivers, who need to navigate different parts of a city.
To optimize the process and reduce costs, many kitchens are set up in residential neighborhoods, provided they comply with local regulations to avoid issues with neighbors.
