Who’s Running Ghost Kitchens?

Datassential finds consumers want more transparency in virtual restaurants. 

September 23, 2021

Pizza Being Made in a Pizza Kitchen

ALEXANDRIA, Va.—Consumers want ghost kitchens to be more transparent, according to a survey by Datassential. Fifty-five percent of consumers said they believe it’s “dishonest for a restaurant to sell the same food under a different restaurant name.” If a ghost kitchen is digital only, two-thirds of consumers think the kitchen should disclose their location.

What’s more, 60% of consumers think ghost kitchens are a trend that won’t continue past the pandemic. In order for ghost kitchens to survive, SmartBrief writes that consumers need trust in the brand to buy in and earn their loyalty, and transparency is a way to do this.

Though most consumers consider ghost kitchens a fad, there are more than 8,000 locations in the U.S. as of Sept. 1, and the origin of ghost kitchens can be traced back several years. But more than two-thirds of consumers don’t know about ghost kitchens.

The survey found that 57% of consumers said they would try a virtual pop-up or limited time restaurant, and the same percentage said they would try a virtual restaurant even if it were operated by a restaurant they don’t like, according to SmartBrief.

The Raleigh-Durham International Airport is turning a former restaurant space into a ghost kitchen that will serve meals from several local and national brand-name eateries.

Retailers thinking about establishing ghost kitchens and a reliable delivery platform can read “Ghost Kitchens” to learn how they are a viable solution to broaden the reach of foodservice. And in “Code Switch,” NACS Magazine examined the renewed embrace of QR codes in convenience retail.

Register to attend the 2021 NACS Show October 5-8 at McCormick Place in Chicago and take advantage of the education sessions on foodservice, including these sessions developed by retailers for retailers: