Ghost kitchens are fully specialised in the delivery and pick-up service. The range of food and drinks must be optimised accordingly. The most important thing here is flexibility: If necessary, the virtual restaurant must adapt its offer quickly in order to react to new trends. It is important to provide a diverse range of high-quality products that can be prepared routinely and delivered quickly by suppliers. Ideally, businesses should offer classics like pizza, pasta and salads, while newer trendy dishes like bowls or sushi will appeal to curious tastes.
Tip 2: Become visible online
On the internet - especially in social media - gastronomic businesses compete for the attention of potential guests. That's why social media marketing is becoming increasingly relevant for restaurants. This is in stark contrast to the location of the restaurant or the style of the interior design: these hardly play a role for the customers of food delivery services and take-away providers.
For your Ghost Kitchen to remain successful in the out-of-home sector, it needs to stand out from the competition, especially in the digital space. Be active on social media and offer your guests a visually appealing website as a point of sale. The more social media channels you regularly use, the more visible you are to new and regular guests: an absolute criterion for success. In addition, you can make use of individualised packaging. These spread on pictures in social media and increase the recognition value of your brand.
Tip 3: Ghost Kitchens are also worthwhile in smaller cities
Opening a traditional restaurant with a guest room is always associated with financial risks. Especially in rural areas, alternative offers are slow to catch on, as many restaurateurs fear that customers will not come. Ghost kitchens are an excellent opportunity to try out new food trends alongside culinary evergreens. This way, restaurants can balance the demand for certain dishes - without having to bear the economic risks of opening a restaurant. This is how you bring a breath of fresh air into the delivery business, even outside the big city.
Tip 4: Enter into innovative partnerships
In view of the increasing competitive pressure in the delivery and take-away sector, it pays to remain open to new business models. Even though ghost kitchens currently offer lucrative advantages, for many catering businesses larger investments are hardly an option due to the risks involved. Fortunately, ghost kitchens can also be rented inexpensively or used jointly (see above). It is worthwhile to approach colleagues in the industry and organise cooperatively.
Tip 5: Stand out - with unusual offers
In addition to an attractive website and dense social media support, the internet offers other innovative ways to be remembered by guests. How about a live stream via webcam, for example, where interested parties can take a look into the kitchen? This makes your restaurant transparent and increases the trust of your guests.
Another option is virtual cooking events, which have become popular in the Corona era as a substitute for company or Christmas parties. If the participants live close to the location, your service staff can prepare the required ingredients to cook with them and, if necessary, deliver them the day before. Otherwise, you can use delivery markets or delivery services from various supermarket chains to provide your guests with everything they need in advance. A special bonus: If the virtual cooking session is successful, the participants may come back to your restaurant in the future. Those who don't like to cook for themselves may still want to enjoy Christmas festive menus. The matching to-go packaging is available from Duni and BioPak.
In terms of customer loyalty, you can also score points as a delivery service with personal proximity. Include a visually appealing card with a short, handwritten greeting in each transport bag. This will increase the recognition value of your brand and give your food delivery a personal touch that will be remembered with little effort.
Tip 6: Service staff as delivery people
The pandemic has also put the staff of catering establishments in a precarious situation at times. If the Ghost Kitchen is busy enough, you can continue to employ service staff in the food delivery service - possibly even on a part-time basis. This way you use your capacities and support your team in the crisis.
In this way, longer periods of the day can be covered and additional turnover can be generated.
Tip 7: Make good use of periods with few on-site customers
Ghost kitchens are an excellent option for anyone who wants to offer their food service outside of peak hours. Ghost Kitchens offer the flexibility needed to reach, for example, home office workers, businesses and/or their canteens. As a supplement to in-house catering, longer periods of the day can be covered and additional turnover can be generated.