Food Business News - March 31, 2020 - 12

Ghost kitchens aim to optimize
ordering for pickup, delivery

The Wendy's Co. is
experimenting with
delivery-centric
kitchens.

KITCHEN UNITED

WENDY'S CO.

KANSAS CITY - Limits on in-store dining
related to the coronavirus (COVID-19)
outbreak are putting new pressures on
restaurants' off-premise capabilities,
accelerating an already growing focus on
takeout and delivery.
The restaurant industry has seen a
massive increase in off-premise business
over the last several years. As many as
80% of foodservice operators said it was a
major area of focus in 2019, according to
the National Restaurant Association.
Some companies have added lines
to keep up with changing consumer
expectations. Others are embracing ghost
kitchens, or delivery-centric commercial
facilities that operate without a brick-andmortar location.
The tech-enabled business model
provides a streamlined, low-cost solution
to scaling up and optimizing delivery.
Storefront-free kitchens require less space
and fewer employees, lowering the cost
of entry for brands looking to expand
into new markets. They also may improve
operational efficiencies at traditional
brick-and-mortar locations.
"The proliferation of food delivery
apps has created a chaotic environment,
with some restaurants using as many as
eight or more order management systems," said Alex Frederick, senior analyst
for emerging technology at PitchBook,
a data and research company. "Ghost
kitchens can help segregate delivery
operations, so brick-and-mortar restaurants can focus on the dining experience

12

Food Business News

while virtual restaurants housed within
ghost kitchens can optimize the delivery
side."
Reduced wait times are another advantage. To keep wait times low, Kitchen
United, a ghost kitchen company based in
Pasadena, Calif., has opened facilities in
core commercial areas. Others operate in
industrial areas where real estate is cheap.
Miami-based Reef Technology utilizes
trailers and shipping containers to build
pods that may be moved to areas where
demand is highest.
Ghost kitchens vary in layout and in
the services they offer to clients. Kitchen
United, for example, centralizes back-ofhouse and front-of-house tasks so restaurants can focus on food preparation.
Investment activity in the space has
escalated in recent years as off-premise
business becomes a larger portion of
restaurant sales. Total investments in
ghost kitchen companies reached $1.9 billion in 2019, up from approximately $500
million in 2018, according to PitchBook.
Recent high-profile deals include
Kitchen United's $40 million Series B
round, led by GV, the venture arm of
Google parent Alphabet Inc., and San
Francisco-based Virtual Kitchens' $15
million Series A round. In March 2019,
Reef Technology secured $900 million in
the largest deal to date for a ghost kitchen
developer.
While leaders in the space have so
far been focused on smaller restaurants
looking to grow their delivery footprint,

national chains have started to explore the
concept, too.
The Wendy's Co. began experimenting with delivery-centric kitchens last
year. It plans to use the model in high-delivery areas and regions where it lacks a
brick-and-mortar presence, said Abigail
Pringle, international president and chief
development officer at Wendy's.
Chick-fil-A, Sweetgreen and The
Halal Guys have partnered with Kitchen
United to offer delivery through shared
commercial kitchens. McDonald's
launched its first delivery-only kitchen
in London late last year. Inspire Brands,
which owns Arby's, Buffalo Wild Wings,
Sonic and Jimmy John's, is experimenting
with standalone kitchens, along with
Bloomin' Brands, parent company of
Outback Steakhouse.
Chick-fil-A has seen an increase in
orders at its three test ghost kitchens in
Chicago; Hollywood and Redwood City,
Calif., as a result of restrictions on dine-in
services.
Ghost kitchens have been "instrumental" in executing more business
through delivery, said Luke Pipkin, principal program lead, innovation at Chickfil-A. The facilities also are providing data
the company will use to further streamline
operations going forward.
The ghost kitchen industry is still
nascent, and its impact on restaurants'
ability to meet demand during the outbreak likely will be limited, according to
PitchBook.
The bigger impact could come once
the outbreak has been contained. Takeout
and delivery accounted for nearly 50% of
all restaurant spend last year, according to
The NPD Group. The current crisis could
be a catalyst for further penetration, with
ghost kitchens emerging as a major focus
for restaurants in the second half of 2020
and beyond. Restaurants that have partnered with ghost kitchen companies may
be better prepared to respond to disruptions caused by COVID-19.
"To the extent consumers' food
delivery habits persist after the crisis has
ended, ghost kitchens could experience
a significant tailwind as restaurants
seek more durable delivery models,"
Mr. Frederick said. FBN
March 31, 2020



Food Business News - March 31, 2020

Table of Contents for the Digital Edition of Food Business News - March 31, 2020

Food Business News - March 31, 2020 - 1
Food Business News - March 31, 2020 - 1
Food Business News - March 31, 2020 - 2
Food Business News - March 31, 2020 - 3
Food Business News - March 31, 2020 - 4
Food Business News - March 31, 2020 - 5
Food Business News - March 31, 2020 - 6
Food Business News - March 31, 2020 - 7
Food Business News - March 31, 2020 - 8
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Food Business News - March 31, 2020 - 12
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