SOBREMESA
How virtual-only options can scale up restaurants’ off-premise revenue Ghost kitchens often referred to as virtual restaurants, are designed to fill only delivery or take-out orders. While the terms are sometimes used interchangeably, there is a difference between the two business models.
A ghost kitchen is a space —such as a commercial kitchen or commissary— where food is prepared for delivery or pick-up. There are no seats, no storefront, and no waitstaff. For example, in mid-June, an Ohio chef and restaurateur who owns a commercial kitchen in Cleveland Heights, Ohio, used that space to debut a ghost kitchen specializing in South American cuisine available for delivery or curbside pick-up.
A virtual restaurant, on the other hand, is created at an existing brick-and-mortar location. The operator uses their kitchen to create new menu items that are available exclusively for online ordering and delivery or pick-up.
A sit-down, family-style Mexican restaurant, for example, might create a special torta or empanada brand, or a meal kits to-go program, available only for online ordering and delivery.
Ghost and virtual kitchens are a burgeoning bright spot in the foodservice industry: Industry data shows that 53 percent of operators used a ghost kitchen to service off-premise orders during the coronavirus stay-at-home orders1. Even before the pandemic, almost half of total restaurant food and beverage sales were off-premise; and now, third-party delivery, curbside pick-up, and take-out (which had the biggest sales increases 1) will remain the norm2. With the new consumption habits and public uncertainty about reopening, ghost kitchens and virtual restaurants offer operators a way to boost revenue while expanding menu offerings and geographic reach without investing in new brick-and-mortar spaces.
Understanding the benefits of these off-premise service options can you help you incorporate elements of these concepts into your operation. Not only will they allow you to offer contactless, socially distanced dining experiences customers are demanding; your business also will benefit. You’ll be able to:
To learn more on how Sysco can help your operation, contact your local Sales Consultant or visit us at www.Foodie.Sysco.com
• Review your current menu to identify popular and profitable items • Analyze your inventory to understand how to best leverage for new applications • Create an off-premise dining menu • Partner with delivery service • Setup online and mobile ordering and payments • Integrate your loyalty program or create one • Train culinary staff • Train staff that will take orders, package food, and manage deliveries • Designate a staff member to attend to customer support
Exploring the Benefits
• Manage costs and increase profits by maximizing inventory and reducing waste • Expand your menu, test new items, and introduce new concepts at a lower risk • Reach new geographical areas without the investment of a storefront • Leverage your current culinary staff to innovate your idea or explore a different one
How to incorporate elements of a Ghost Kitchen/Virtual Restaurant in your operation
• Increase customer reach without the cost of hiring more staff • Learn more about your customers through data captured by online/app orders • Adapt to the growing off-premise dining demand and delivery services • Stay flexible in a rapidly changing business climate
• Establish safety/food handling protocol • Develop a marketing strategy to communicate your new offerings to your customers, including social media posts, social media ads, direct to customer emails, among others • Connect with local neighborhood online channels to help promote your service • Use analytics from your online and mobile platforms to revisit menu ideation • Seek customer feedback to understand what items are working
• Our Marketing Services team offers support for your menu and marketing opportunities. Sysco can help you • Leverage Sysco’s third-party partnerships to help you with marketing, sanitation, third-party delivery, and more. enhance your off-premise • giftFindcards, social media tips and best practices to communicate your new off-site menu offerings to your customers in our Foodie site. offerings to help you • From sanitation products to keep your operations clean to safe packaging solutions, at Sysco maximize your profits: we have the products that you need to help you make the most out of your off-site offerings. 1
Technomic Foodservice Impact Monitor 8th Edition—Week Ending May 8, 2020 | 2Technomic Foodservice Impact Monitor 9th Edition—Week Ending May 15, 2020
