This article was guest written by Chef Liam.
The restaurant world was turned upside down and inside out during ‘peak pandemic’. During this period of mass disruption, the dark kitchen (or ghost kitchen) kept a lot of businesses afloat when they couldn’t have people at tables.
There is no denying the numbers, ghost kitchens are on the rise. 51% of restaurateurs have shifted to ghost or virtual kitchens in the U.S. 1 We see similar disruption in Australia and New Zealand.
In part one of this two-article series, (read it here) we explored how to set up a ghost kitchen. In this article, we will explore the upsides and downsides of shifting from bricks and mortar to ones and zeroes.
the advantages of GHOST KITCHEN'S
- Lower overheads: One of the main benefits of a ghost kitchen is reduced operating costs. Traditional restaurants require a physical space, front-of-house staff, and ongoing maintenance. In contrast, ghost kitchens can operate from smaller, more cost-effective locations focused purely on food preparation — helping reduce rent, utilities, and staffing costs.
- Faster to launch: Opening a traditional restaurant often involves significant investment in fit-out and design. With a ghost kitchen, where customers don’t visit in person, the need for a fully designed space is reduced — allowing for a quicker and more cost-effective launch.
- Focus on food: Without the demands of front-of-house service, kitchens can focus entirely on food quality, menu development, and consistency — while still receiving valuable customer feedback through digital channels
- More agile menus: Using data and sales insights, operators can quickly identify popular items and adjust menus accordingly. This flexibility also makes it easier to test new dishes without disrupting the core offer.
- Flexibility and scalability: Ghost kitchens can be set up in multiple locations based on demand, without the need for multiple customer-facing venues. This makes it easier to scale operations as the business grows.
- Potential environmental benefits: With a more focused operation, ghost kitchens can improve stock control and reduce food waste. Many also adopt more sustainable packaging options to reduce reliance on single-use plastics.
COMMON challenges WITH ghost KITCHENS
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Building customer relationships
Without face-to-face interaction, creating a strong connection with customers can be more difficult. Clear branding, engaging content, and loyalty offers can help build trust and encourage repeat orders. -
Managing expectations
Customers may be used to a full dine-in experience. It’s important to clearly communicate what your brand offers and ensure the delivery experience matches expectations. -
No physical presence
A restaurant’s location often acts as a form of marketing. Without a physical site, there’s no walk-in trade or visibility within the local area, so digital marketing becomes essential. -
Reliance on delivery platforms
While platforms like Uber Eats and Deliveroo can drive orders, relying solely on them can impact margins. Having your own ordering system or collection option can help maintain better control.
What’s next for ghost kitchens?
Some industry experts suggest that dining may continue to split between special-occasion experiences and convenience-led, delivery-focused options.
While ghost kitchens continue to grow, they remain part of a broader mix of formats. Many customers still value the experience of dining out, meaning both models are likely to coexist.
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