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Daily news and analysis about the food tech revolution

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The Good, the Bad, and the Ugly of Deliveroo’s New Table Service Feature

U.K.-based food delivery service Deliveroo launched a new feature this week that sounds convenient on the surface but could cause some problems for more than one party in the restaurant biz. This “Table Service” feature, as it’s dubbed, is meant “to help restaurants reopen safely to dine-in customers and help the recovery of the sector,” according to a company blog post. The feature is available on July 15.

In terms of how it works, the feature is simple: Customers sit down at the cafe, restaurant, or bar, pull up the existing Deliveroo app, and order their food with the Table Service feature, rather than directly interfacing with a server. Payment also happens in the app, so that all the restaurant staff (theoretically) have to do is cook the food and bring it out to the table.

Here’s the good of this new way of operating dining rooms:

If you’re an existing Deliveroo user, it’s convenient. You don’t have to download yet-another mobile ordering app, and since this is table service, not delivery, the extra fees third-party services tack onto orders should be minimal. Deliveroo also said in its blog post it will charge zero commission fee to the restaurant on these orders.

Without a doubt, there is also a level of social distancing built into this concept that will be safer for both restaurants and customers. Being able to sit down and order a meal from your phone gets rid of long lines and crowding near a cash register, and it does, to a degree, minimize customer-to-server interactions.

But on that note, here’s what’s less awesome about Deliveroo’s new feature:

It’s not as socially distanced as the hype would have you believe. Someone has to run the food and be available to refill drinks or assist if there is a problem with the meal. (“I said fries, not salad!”)

This isn’t a Deliveroo-specific problem. All restaurants and restaurant tech solutions have to account for the fact that in any sit-down dining experience, you can’t get away from at least some customer-to-staff interactions. I don’t think Deliveroo, or any company, is promising to completely eradicate those interactions. The company blog post specifically says “minimising in-person contact.” Even so, it’s something to keep in mind as more companies come to market with these contactless solutions for dining rooms. 

More worrying is what a feature like Deliveroo’s Table Service means for restaurant tech companies. Like I said, tech companies, and even non-tech companies, offering contactless dining room solutions have multiplied in the last several weeks. Sevenrooms, Presto, Zuppler, this signage company, and many others offer restaurants the technical means to let guests order and pay from their phones in the dining room. Paytronix has a system that even lets you keep your virtual “tab” — that is, ticket — open so you can order another round of drinks or dessert without making multiple transactions.

If third-party delivery starts offering order and pay features for the dining room en masse, it could be a serious competitive threat for these companies. 

Most alarming about this new feature is what it means for customer data. Ownership of customer data is already seen as a huge issue with third-party delivery services. If restaurants can’t see data about what their customers are ordering, when they’re doing it, etc., they’re less able to cater to exactly what those customers want when it comes to food. 

Deliveroo owning the customer data in the dining room could potentially mean restaurants wouldn’t get the feedback they need to deliver good service that’s enjoyable and simultaneously safe in this pandemic-stricken era. 

A while back, one restaurant tech CEO told me that the COVID-19 pandemic should be treated as “a wakeup call” for restaurants when it comes to their data. In his view, these restaurants need to “to rethink how they’re connecting digitally with their customers.” This is likely to become even more important going forward as governments encourage contactless technologies in restaurants and more customers gravitate towards using their phones for browsing and buying from restaurant menus.

So before you restaurants go signing up for Deliveroo’s new model for the dining room, consider first your digital relationship to your customers, how you treat your customer data, and, most important, how willing you are to part with it when it comes to the newly reopened dining room. 

U.K. Regulators Grant Provisional Clearance to Amazon’s Highly Scrutinized Deliveroo Investment

The U.K.’s Competition and Markets Authority (CMA) has provisionally cleared Amazon’s 16 percent investment in Deliveroo on the basis that the deal would not likely “damage competition in either restaurant delivery or online convenience grocery delivery,” according to a statement from the CMA.

Amazon was set to be the largest contributor to a $575 million investment announced in May 2019. By July of the same year, British regulators were scrutinizing the deal, claiming there were “reasonable grounds” to suspect that Amazon and Deliveroo would “cease to be distinct” were it to go through. Many months and a pandemic later, the CMA provisionally approved the deal in April 2020. Grounds for approval were that, thanks to the pandemic decimating the restaurant industry, Deliveroo would have had to exit the food delivery market without Amazon’s investment.

Though it seems the stakes are actually less dire for Deliveroo. The CMA said today that it has revised its provisional findings from April and found that “Deliveroo would no longer be likely to exit the market in the absence of this transaction.”

Even so, a lot has changed in the third-party since Amazon first announced its plans to invest in Deliveroo. The biggest development (besides COVID-19) has been Takeaway.com’s acquisition of Just Eat that was approved in April and created one of the largest food delivery companies in the world. That deal alone makes the U.K. food delivery market more competitive, and renders Amazon (a little) less of a behemoth come to gobble up marketshare. Uber Eats also operates in the U.K., as do a handful of smaller players. 

Another concern of the CMA’s was that through its investment, Amazon would cease to be competitive with Deliveroo. Thanks in large part to the Just Eat-Takeaway.com deal, that appears to no longer be the case.

“Looking closely at the size of the shareholding and how it will affect Amazon’s incentives, as well as the competition that the businesses will continue to face in food delivery and convenience groceries, we’ve found that the investment should not have a negative impact on customers,” Stuart McIntosh, Inquiry Chair for the CMA, said in a statement.

The CMA will now ask for views on the new findings by July 10. From there, it will make its final decision, which is due by August 6, 2020.

More COVID-Related Cuts for Food Delivery: Grab Lays Off 5 Percent of Its Workforce

Singapore-based food delivery service Grab is letting go of about 5 percent of its workforce and “winding down” several projects and functions, according to AgFunder News. 

The layoffs are part of Grab’s ongoing struggles with COVID-19’s impact on the global economy. Grab had previously asked its workers to accept decreased hours or take unpaid leave of absence in an effort to avoid having to reduce its workforce. The company also implemented pay cuts for senior management.

But in a letter to staff that was cited by AFN, Grab cofounder and CEL Anthony Tan noted that after trying everything possible to avoid staff reductions, the company now has to accept this reality. “In spite of all this, we recognize that we still have to become leaner as an organization in order to tackle the challenges of the post-pandemic economy,” he said.

Affected employees will receive “enhanced severance payments, expedited equity vesting, extended medical insurance coverage, and access to career advice and mental health support.”

Softbank-backed Grab bills itself as “your everyday everything app.” The company offers on-demand food delivery as well as ride hailing services in about 300 cities across Southeast Asia. 

And it’s hardly the first food delivery service to announce layoffs in the last few months. In India, the two major players in third-party delivery, Swiggy and Zomato, both announced layoffs in May. U.K.-based Deliveroo cut 15 percent of its workforce in April, citing coronavirus’s impact as the reason, and Uber recently laid off employees, including those working for the company’s Eats division.

At the same time, consolidation has come for the food delivery world, most notably in Just Eat Takeaway’s plans to acquire Grubhub. In 2019, Delivery Hero bought South Korean Woowa Bros.’ food delivery service, and Brazil-based iFood merged with Colombian service Domicillios.com.

Layoffs don’t necessarily signal that a company is about to get gobbled up by an acquisition, but the pandemic has certainly caused many on-demand businesses around the world to struggle, cut costs, and become leaner all around. Competition has long been fierce in food delivery, especially in Southeast Asia, where Grab competes with rival Gojek for dominance. Grab’s announced layoffs this week are hardly the last we’ll see in the coming months as the market for on-demand food delivery becomes even more cutthroat.

Zomato Cuts 13 Percent of Its Workforce

Zomato, one of India’s largest third-party food delivery services, is cutting 13 percent of its workforce and requiring the rest of its employees to take a pay cut, according to the Economic Times. Not surprisingly, the moves are in response to the ongoing pandemic and its effect on the food delivery industry in that country. 

Those affected by the layoffs will receive their health benefits as well as half their salary for six months or until they find their next job. In June, the rest of the company will take a temporary pay cut to preserve as much cash as possible. The cuts are expected to be for at least six months.

In an email sent to staff, Zomato founder and CEO Deepinder Goyal wrote that the company is preparing for “things getting worse” in terms of COVID-19 and the simultaneous collapse of the restaurant industry as we know it. He noted that many restaurants in India have already shut down permanently. “I expect the number of restaurants to shrink by 25-40% over the next 6-12 months,” Goyal wrote.

Zomato’s news comes just after Swiggy, it’s chief rival in India, announced layoffs of its own, also in response to COVID-19. Swiggy cut about 1,000 jobs at the end of April, mostly in its ghost kitchen division. This came just weeks after it announced a $43 million Series I fundraise.

It’s not just India, either. Worldwide, third-party delivery services have been making cuts as business gets drastically and negatively impacted by the pandemic and country-wide lockdowns. Deliveroo cut 15 percent of its staff at the end of April. Uber has made layoffs that affect some Eats employees. The company also recently exited eight markets.

Zomato actually bought Uber’s Eats business in India for $206 million at the beginning of March, before the country went into lockdown. Goyal didn’t mention the deal in his letter, which was much more focused on outlining ways in which the company is going to save cash and prepare for things to get way worse before they get better. Seems like the rest of the food delivery industry should do the same.

Deliveroo Lowers Restaurant Commission Fees to 5 Percent, but There’s a Catch

Deliveroo this week said it would lower the commission fees it charges restaurants to just 5 percent — but only on orders where the restaurant provides its own delivery drivers. The announcement comes as restaurants increasingly call for the service to address its steep fees and as Deliveroo’s overall business struggles during the pandemic. 

The UK-based service will also completely waive commission fees on all pickup orders. Both forms of commission relief, if you can call it that, will be in effect until June 5. 

It’s a nice PR gesture, but it doesn’t solve the commission fee problems for restaurants that can’t afford to pay their own delivery fleet. With the restaurant industry currently on the brink of collapse, even paying one or two couriers on bicycles to deliver food could be more than an independent restaurant is realistically able to pay. Third-party services like Deliveroo charge up to 30 percent, and sometimes more, per transaction for these commission fees, which renders any chance at making profit null and void for many restaurants. Dropping commission fees to 5 percent but still expecting restaurants to foot the bill for their own last-mile delivery won’t benefit many businesses.

The ongoing collapse of the restaurant industry has wiped away any lingering optimism that food delivery apps are actually good for restaurants. What was for a brief minute called a “lifeline” for businesses as they pivoted to off-premises orders in the wake of the novel coronavirus is now under scrutiny from the entire industry, and the subject of much debate among governments. Multiple cities in the U.S. have already imposed mandatory caps on commission fees; overseas governments are now considering similar measures.

There’s also the fact that delivery orders won’t save a lot of restaurants. According to a recent survey from the James Beard Foundation, only 1 in 5 restaurant owners believe “with certainty” they will survive the COVID-19 crisis, and two-thirds of them are “uncertain” that off-premises orders will sustain their business. 

Some delivery companies are reportedly gaining business from the collapse, but Deliveroo doesn’t appear to be one of them. Just last week, the service cut 15 percent of its staff and furloughed others. The company said the cuts are in response to coronavirus. The UK’s Competition and Markets Authority recently approved a major investment in the service from Amazon, citing Deliveroo’s “significant decline in revenues” as reason for the approval.  

A smart piece from The Guardian’s James Ball last weekend noted that the entire (and heavily venture-backed) third-party delivery system is based on optimism. “Without that optimism, and the accompanying free-flowing money to power through astronomical losses, the entire system breaks down.”

The current state of Deliveroo could be a hint of how other third-party delivery services will weather the pandemic. Meantime, restaurants that need help making deliveries will still be paying the service those astronomical commission fees.  

Deliveroo Cuts 15% of Staff in Response to Coronavirus

UK-based food delivery service Deliveroo confirmed that it is cutting roughly 15 percent of its staff — a little over 350 people — and furloughing others, according to a report from The Telegraph. 

Fifty employees will be furloughed in addition to the layoffs. Deliveroo did not specify which roles it was cutting or which regions.  

A Deliveroo spokesperson confirmed to TechCrunch that the cuts are in response to the coronavirus pandemic, which is wrecking havoc on the restaurant industry. “This requires us to look at how we operate in order to reduce long-term costs, which sadly means some roles are at risk of redundancy and others will be put on furlough,” the spokesperson said.   

While off-premises orders — delivery and takeout — were initially hailed as the one major lifeline restaurants would have during this crisis, the reality is that many restaurants have struggled with the switch to this format. Others, including major QSR chains in the UK, have shut down completely for the time being.

Deliveroo’s cuts come just days after the UK’s Competition and Markets Authority (CMA) approved Amazon’s investment in the service. The deal had been under investigation before the pandemic. In its decision, the CMA suggested the third-party delivery service could collapse without the extra funds from Amazon.

Demand for delivery has dropped in the UK, likely in response to the economic uncertainty caused by the pandemic. With more people out of work and no real idea of when the pandemic will subside, if it will resurface, and what life will look like in two, three, or nine months, people are opting to cook at home and save money.

That doesn’t bode well for the food delivery sector, which already struggles with profitability. 

U.S.-based food delivery services have yet to make any major cuts like this, though it’s not out of the realm of possibility if things remain as they are economically or psychologically. 

Takeaway.com and Just Eat’s $7.6B Merger Approved

The U.K,’s Competition Markets and Authority (CMA) has approved Takeaway.com’s £6.2 billion ($7.6 billion USD) takeover of British food delivery service Just Eat. The merged company also announced it had raised €700 million ($756 million) in new outside funding in the form of new shares and convertible bonds.

The deal was originally announced in July of 2019. A bidding war with tech investment firm Prosus followed shortly thereafter, which Takeaway.com won — only to have the CMA open an investigation into the deal to see if it would “result in a substantial lessening of competition” in the U.K. food delivery market. 

Takeaway.com previously operated in the U.K., but exited that market in 2016. The CMA’s investigation concerned whether the Dutch company would have re-entered the U.K. market of its own accord without the Just Eat deal. 

“In this case, we carefully considered whether Takeaway.com could have re-entered the U.K. market in future, giving people more choice,” the CMA’s mergers director Colin Raftery said in a statement. “It was important we investigated this properly, but after gathering additional evidence which indicates this deal will not reduce competition, it is also the right decision to now clear the merger.”

The approval comes just days after the CMA provisionally approved Amazon’s investment in delivery service Deliveroo, which has been under investigation for similar reasons. In the case of this deal, the approval seems more tied to the COVID-19 pandemic than anything else, with the CMA concluding that the virus is having significant enough impact on Deliveroo’s business to endanger the third-party delivery company. 

Coronavirus doesn’t appear to be the driving force behind the Just Eat-Takeaway.com deal, which was never as dangerously on the rocks as Amazon’s anyway. According to CNBC, the new funding will be used to in part pay down debts as well as pursue “strategic opportunities.”

Amazon Gets Approval for Its Deliveroo Investment Thanks to the Pandemic

The UK’s Competition and Markets Authority (CMA) provisionally approved Amazon’s investment in Deliveroo over the weekend after Deliveroo warned its business could collapse without the funds. The third-party delivery service cited the COVID-19 pandemic, which has forced many restaurants worldwide to close, as the reason for “significant decline in revenues,” according to a statement from the CMA.

Deliveroo announced a $575 million Series G funding round in May of 2019 — of which Amazon was set to be the largest investor. In July of that year, the CMA put Amazon’s involvement under scrutiny, saying there were “reasonable grounds” the two companies would “cease to be distinct” with the investment.

As I wrote in December, when the investigation entered Phase 2:

As regulators have stressed, the Deliveroo investment would give Amazon a path back into the market and immediate access to Deliveroo’s existing customer base. That in turn would undercut competition from other food delivery services in the UK such as Uber Eats and Just Eat. 

The ongoing pandemic coupled with the restaurant industry fallout has changed that. Many of the restaurants Deliveroo previously worked with have closed. That includes major QSR chains like McDonald’s and Burger King, have stopped all operations including delivery and takeout, in the UK.

In its announcement, the CMA said “it has become clear that the coronavirus pandemic is having a significant negative impact on Deliveroo’s business” and has “provisionally concluded that Deliveroo’s exit from the market would be inevitable without access to significant additional funding, which the CMA considers that only Amazon would be willing and able to provide at this time.”

The CMA is currently taking views on its findings until May 11 2020, and has until June 11 2020 to make a final decision. 

Deliveroo Introduces Dynamic Pricing for Delivery Fees — Much to the Dismay of Monthly Subscribers

Deliveroo will change its delivery fee model to be more dynamic, according to an article on Restaurant Dive. Beginning in February, the UK-based food delivery service will introduce a pricing model where delivery fees are based on a customer’s distance to the restaurant. A Deliveroo spokesperson said this sliding-scale model will make delivery fees lower for the majority of Deliveroo customers.

There is, however, a catch. Along with this new pricing model, Deliveroo also said it would charge a 49p (~0.64 USD) service fee for every customer, including those signed up to Deliveroo Plus, the company’s subscription service. 

Not surprisingly, Deliveroo Plus subscribers are none too pleased with the change. 

These users already pay a little over $15 (USD) per month to access the subscription service, which offers free unlimited delivery to its members. But most people willing to pay for a subscription are probably ordering restaurant delivery multiple times per month, and in some cases per week. In other words, that new mandatory fee, though less than $1, can add up pretty quickly, especially when it’s piled on top of the subscription fee itself.

In fact, the announced changes to the pricing structure have many of those who signed up for the subscription service up in arms and ready to boycott Deliveroo, as a recent article in The Daily Mail highlighted. “Signed up to plus on earlier this month. Cancelled it just now because of their new jazz fees,” one person tweeted. Another wrote via Twitter, “Your decision to put a minimum order on Deliveroo plus is appalling. As a single man, recently widowed, I liked the fact I didn’t have to over order. Will probably go elsewhere now and cancel my subscription.”

Subscription models aside, however, the move towards a more dynamic pay structure could benefit other Deliveroo users as well as drivers, to whom the company says it is offering “a different fee for every order and a fairer system, paying more for orders that take [drivers] further.”

Week in Restaurants: Kitopi Brings Ghost Kitchens Stateside, The Amazon-Deliveroo Deal Is on the Rocks

If you’re currently hiding from your in-laws, stuck at the airport on your way home, or just need a mental break from the holidays, now would be a good time to catch up on all things restaurant tech.

Behold, our the last restaurant tech roundup of 2019, complete with news on ghost kitchens, facial-recognition software, and Amazon’s latest antitrust woes:

Kitopi Kicks Off U.S. Operations With NYC Ghost Kitchen

Dubai-based ghost kitchen provider Kitopi has expanded operations to NYC. The startup, which already operates kitchens in London, Dubai, Abu Dhabi, and other cities around the globe, provides kitchen infrastructure to restaurants wanting to use ghost kitchens to fulfill off-premies orders. The company signed a 10-year lease on a space in Brooklyn and has plans for 10 to 15 kitchens to be housed in the facility. Kitopi also plans to open another location, in Manhattan’s West Village neighborhood, in February 2020, and expand further across the U.S. (no specific locations have been named) later in the year.

The Next Phase of the Amazon-Deliveroo Investigation Begins

Amazon’s investment in UK food delivery startup Deliveroo is now in serious jeopardy after the two companies failed to address the concerns from UK antitrust watchdog the Competition and Markets Authority around how the deal would affect competition. Earlier in December, the CMA cited concerns around how the deal could hurt emerging competition in the food delivery market as well as raise prices and lower quality for consumers. The investigation now enters a second phase that will further delay, if not derail, Amazon’s investment and in the process give competitors like Just Eat and Uber Eats a leg up in the meantime.

PopID Is Launching Its Facial-recognition Platform In Dairi-O Kiosks

North Carolina QSR chain Dairi-O, may be older than McDonald’s and far less known, but it’s on the cutting edge as far as implementing restaurant tech is concerned. The chain has teamed up with PopID to launch the latter’s facial-recognition software inside self-service kiosks at Dairi-O restaurants. PopID is owned by Cali Group and already has its technology in place at CaliBurger, Deli Time, and other small-to medium-sized restaurant chains. With the facial-recognition technology, users can access saved favorite meals, re-order, and pay for their food without a phone or credit card. Dairi-O said it plans to install the tech in all of its locations in the first half of 2020, and has expansion plans for the brand itself in the near future.

Amazon Has 5 Days to Save Its Controversial Investment in UK Food Delivery Service Deliveroo

Amazon’s investment in Deliveroo — and its stake in UK restaurant food delivery — remains in doubt after British regulators said this week that the deal could mean higher prices and lower quality services for customers. Amazon and Deliveroo have five days to submit proposals that counter these concerns, which were raised by UK competition watchdog the Competition and Markets Authority (CMA). Failure to do so would mean a an in-depth investigation of the deal that could take six months, according to an article published in The Guardian.

Amazon first announced the investment in Deliveroo in May 2019, when it was meant to be part part of a larger $575 million funding round. Though the investment would form a minority stake, about 16 percent, the CMA flagged it in July, saying it presented “reasonable grounds” to suspect that Amazon and Deliveroo would “cease to be distinct.” Deliveroo was then prohibited from any activity that would lead to Amazon’s integration with the restaurant food delivery service, including changes to senior management or big contracts. 

In a statement released Wednesday, the CMA said the investment could “damage competition in online restaurant food delivery by discouraging Amazon from re-entering the market in the UK.” Amazon previously ran its own restaurant delivery service in the UK but shuttered that business after just two years. As regulators have stressed, the Deliveroo investment would give Amazon a path back into the market and immediate access to Deliveroo’s existing customer base. That in turn would undercut competition from other food delivery services in the UK such as Uber Eats and Just Eat.

“There are relatively few players in these markets, so we’re concerned that Amazon having this kind of influence over Deliveroo could dampen the emerging competition between the two businesses.” Andrea Gomes da Silva, executive director of the CMA, said in the statement.

There is also the concern that the deal would damage competition in the UK grocery delivery sector. Amazon and Deliveroo are both two of the strongest players in this area right now. A major investment like this could reduce the competition.

According to The Guardian article, Amazon could be forced to sell its stake in Deliveroo, as previous companies have had to do in similar cases over the years. 

Spoon Market Map: Ghost Kitchens in 2019

Just half a decade ago, the phrase “ghost kitchen” referred to restaurants that looked legit on Grubhub and Seamless but were actually digital fronts for unregulated kitchens. In other words, chicken tenders from what appeared to be a local restaurant might actually have been cooked in someone’s apartment.

Then the delivery boom went off, thanks largely to the growth of third-party services like Grubhub and DoorDash, and by the many digital channels through which customers could suddenly get food. Order tickets proliferated for restaurants, but so too did the stress around how to fulfill those orders without over-burdening the in-house kitchen staff.

The answer to the problem? Take the restaurant out of the kitchen.

In the last few years, restaurants have been moving many of their operations around delivery and to-go orders to dedicated kitchen spaces outside the main restaurant location. The name “ghost kitchen” has stuck around, but now it’s a health-department-friendly term for these spaces that act as hubs for off-premises orders.

But actually, there are many names nowadays for the concept: ghost kitchen, virtual kitchen, cloud kitchen, the (slightly nauseating) description “kitchen as a service.” All those phrases amount the same thing: a kitchen facility that exists solely for the purpose of helping restaurants cook and fulfill to-go orders and get them into the hands of delivery couriers. There is no dining room or front-of-house staff in a ghost kitchen, the tech-stack is more streamlined than that of a full-service restaurant, and, increasingly, the location is completely separate from a restaurant’s dine-in location(s). Now, too, there are also kitchens on (literal) wheels, which add yet-another piece of mobility to the business model. 

To help you navigate the evolving world of ghost kitchens, we’ve created a market map for your reference. This market map is intended to be a snapshot of the current ghost kitchen landscape in 2019. It’s not comprehensive, and we expect both it and the overall landscape to change drastically over the next 12 months. That means you can expect to see this map updated regularly. As always, we welcome suggestions for additional companies and players in this space.

Have suggestions? Drop us an email.

1. Kitchen Infrastructure Providers

The largest category in ghost kitchens right now, Kitchen Infrastructure Providers can be likened to cloud computing providers: they rent companies the space and tools needed to run a business, either as a flat-fee model for on a pay-as-you-go basis. 

Kitchen United, for example, charges a monthly membership fee that includes rent, equipment, storage, and services like dishwashing. Reef, which originally made a name for itself reinventing the concept of the parking garage, offers these things as well as direct partnerships with major third-party delivery companies like DoorDash and Postmates.   

Normally these facilities are large, warehouse-like buildings that hold multiple “restaurants” under a single roof. For large restaurant operators with multiple chains looking to fulfill extra demand brought on by delivery or test out new concepts without incurring too much risk, these are ideal.

Multi-unit chains can also use these spaces to reach customers in areas where they might not have a brick-and-mortar store. Chick-fil-A is widening its reach in the SF Bay Area by working out of DoorDash’s newly opened facility.

2. Restaurant-operated Kitchens

For some restaurants, running a ghost kitchen operation themselves makes more sense than teaming up with a third-party kitchen provider. This is often the case with smaller, independent restaurants, whose ghost kitchen might consist of nothing more than an area of the restaurant’s existing location(s) dedicated to fulfilling off-premises orders. Or it might apply to multi-unit chains who simply want to expand to new areas and don’t have the capital or inclination to deal with the burden of a full-service restaurant. Colombian chain Muy is one such company, having started as a dine-in restaurant before expanding its ghost kitchens to serve more areas of Latin America.

The most notable of all the companies in this category right now is Starbucks. In addition to building out “to-go” stores that exist solely for the purpose of fulfilling off-premises orders, the company has also partnered with Alibaba to turn parts of the latter’s Hema supermarkets into ghost kitchens in China.

The boundaries around this category are especially fluid. In other words, just because you operate your own ghost kitchen in one part of the country doesn’t mean you can’t team up with a third-party provider in another, as The Halal Guys and Chick-fil-A have done.

3. Virtual Restaurant Providers

This is where the lines really start to blur between restaurant, kitchen provider, and delivery company. Anyone can make a virtual restaurant, and as the category in our map shows, more than just restaurants are trying their hand at food concepts that can only be ordered through digital channels and are prepared in a ghost kitchen. Whole30, for example, is a diet concept better known for its cookbooks than its dealings with the restaurant industry. The folks behind that brand teamed up with Grubhub and restaurant company Lettuce Entertain You to create a virtual restaurant offering meals with Whole30-approved foods. 

On the other hand, a company like Keatz runs a network of virtual restaurants it houses beneath the roof of its own ghost kitchens. Taster, based out of France, creates native restaurant brands for food delivery companies like Uber Eats and Deliveroo. Food is cooked in Taster-run kitchens.

4. Mobile Kitchens

In slightly more its own category, companies like Ono Food Co. and Zume are creating robotic, self-contained kitchens on wheels that offer restaurant experiences that can be tailored to specific neighborhoods in a city and also plug into third-party delivery services.

Restaurants can also partner with these kitchens on wheels to expand their reach into new markets, as &Pizza has done by teaming up with Zume.

What’s Next for Ghost Kitchens

Ghost kitchens will become the norm for multi-unit chains. With off-premises orders expected to drive the majority of restaurant sales growth over the next decade, multi-unit brands (think Panera, Chipotle, etc.) will find ghost kitchens a cost-effective way to meet this demand without overburdening existing restaurants. The majority of them will rent space from kitchen infrastructure providers, as Chick-fil-A is currently doing with DoorDash. 

There will be an explosion of delivery-only brands. Since ghost kitchens provide a cheaper, faster way for food entrepreneurs and small restaurants alike to test-drive new concepts, we will see an influx of delivery- and pickup-only brands come out of these kitchens over the next year. Many will be born inside the walls of facilities like Kitchen United or CloudKitchens. Meanwhile, the number of virtual restaurant networks like that of Keatz will increase. 

Artificial Intelligence will be designed into the kitchen. AI is a really broad term that’s often misused. That fact aside, its presence in the restaurant industry is here to stay, and in ghost kitchens, it will prove itself valuable for everything from tracking ingredients to helping staff curb food waste. On the consumer end, we expect to see the technology more deeply integrated into the apps and websites from which customers order, improving recommendations and upselling opportunities.  

More non-restaurant food brands will launch virtual restaurants. In keeping with a trend recently made popular by Whole30 and Bon Apétit, food brands, diets, celebrity chefs, and other non-restaurant businesses will team up with third parties to launch delivery and pickup concepts. Grubhub and Uber Eats are two such third parties already doing this. Expect many more such partnerships — soon.

Bonus: The tech stack will get pared down. No front of house means no POS, right? Quite possibly. With less (or no) customer-facing technology like digital menu boards, self-order kiosks, and tabletop ordering, much of the restaurant tech on the market today becomes irrelevant in a ghost kitchen setting. As the folks at Reforming Retail noted recently, “under this scenario the POS is just an ordering node in the cloud that outputs your menu to a consumer and sends orders to your kitchen.”

That doesn’t mean restaurant tech is going by the wayside. Some ghost kitchens, like those of Muy, have a walkup option where customers order at kiosks onsite, and there will doubtless be new solutions created that are specifically for the ghost kitchen. But the tools of tomorrow’s ghost kitchen won’t look a thing like today’s bloated restaurant-management tech stack. For everyone involved, that’s a bonus.