OM in the News previously reported on the rise of ghost kitchens, and we’re back with an update. Ghost kitchens as a concept have grown tremendously popular during the COVID-19 pandemic.
Red Robin recently introduced 3 national ghost brands — Chicken Sammy’s, The Wing Dept, and Fresh Set. They join a long list of restaurants using the ghost kitchen concept. Restaurant chains and their products include Chili’s It’s Just Wings, Applebee’s Cosmic Wings, and Blooming Brands (the parent company for Outback Steakhouse and Bonefish Grill) with Aussie Grill and Tender Shack.
A ghost kitchen typically uses a kitchen that can be shared across several companies and/or brands. Orders are placed online or through apps for delivery using services such as Uber Eats or DoorDash.
Franchises are using ghost brands to bring in more business, especially with less dine-in due to COVID-19. MrBeast is an example of a ghost franchise. They take the orders through their app, and send it to a number of ghost kitchens to be filled and delivered. They opened over 300 locations overnight, using the ghost franchise concept.
A third variation is that local kitchens can join a ghost franchise, take Continue reading