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Daily news and analysis about the food tech revolution

Ghost Kitchens

Local Kitchens Raises $25M for Its Virtual Food Hall Network

Virtual food hall Local Kitchens has raised $25 million in Series A funding roughly one year after launching. The round was led by General Catalyst with participation from existing investors Human Capital and Pear VC. New investors Fifth Wall and Penny Jar Capital also participated. Local Kitchens says this round brings its total funding to $28 million. 

The San Francisco Bay Area-based company was founded by three ex-DoorDash employees in the summer of 2020. There are currently four Local Kitchens locations, all of which are in California: Cupertino, Menlo Park, San Jose, and Lafayette. 

These facilities function as combination ghost kitchen/virtual food halls. Orders from all participating restaurant concepts are cooked under one roof, while customers can order via the Local Kitchens website or onsite at a self-service kiosk. 

One notable feature of Local Kitchens is its ability to offer customers mix-and-match functionality when ordering digitally. In other words, customers can order from multiple different restaurant concepts and bundle them into a single transaction, rather than having to create a separate transaction for each restaurant. Kitchen United uses a similar approach for its ghost kitchens, as does Crave Collective, C3, and the newly opened Helbiz Kitchens.

“Bundling” virtual restaurant concepts together is one of those technological functions that looks simple on the surface but is rather a complicated execution on the back end. Speaking recently with The Spoon, Kitchen United’s Atul Sood explained that this idea is time consuming and expensive from a development perspective, and suggested that we may see more third-party restaurant tech in the future that helps ghost kitchen facilities integrate this feature. 

For Local Kitchens right now, customers can only order meals for pickup, though the company says delivery is “coming soon.” It is yet unclear who will delivery the food: a third-party service like DoorDash or an in-house operation. Up to now, the default delivery method has been third-party services. Lately, though, more ghost kitchen facilities have started using their own fleets, and Local Kitchens currently has an open position for Delivery Driver on its jobs website. 

The company says the new funding will allow it to build out more locations in California and eventually expand beyond its home state. 

2021 Restaurant Tech EcoSystem: Serving Up a Digital Lifeline

In collaboration with TechTable and Culterra Capital, we are pleased to share an updated 2021 Restaurant Tech Ecosystem map, sponsored by Back of House, a community of restaurateurs to find and share top-reviewed tech solutions. Download the map here. 

It is an understatement to say that the restaurant industry went through a massive shift since we published our 2019 Restaurant Tech Ecosystem map. The pandemic’s economic toll on the industry has been grave, though notably, the toll was not evenly distributed. A higher level of digital maturity was a clear success indicator for most restaurants that survived the crisis (as detailed by McKinsey here). 

Thus, in a year that was challenging for all, we did find one bright spot from the pandemic: many of our past predictions around tech adoption were significantly accelerated, shrinking from years to months. 

In fact, in the past 18 months, technology solutions across the restaurant and hospitality industry evolved at such a fast pace that keeping up with changes proved challenging, even for those of us who work in the space. This rapid rate of adoption in the industry caused even the technophobes in hospitality to rapidly embrace tech solutions. 

The most notable growth areas were in the areas of Ordering/Delivery and On-Premise Ordering/Payments Tech, including kiosks, mobile ordering and payments, and cashierless checkout. In addition to the acrobatic feats from restaurant operators, we also saw tech companies reinventing themselves to stay in business during the pandemic.

With that in mind, we are pleased to share our 2021 Restaurant Tech Ecosystem, which serves as a current heat map of the broader ecosystem (and is clearly not exhaustive). 

Click to Enlarge

In order to help operators, entrepreneurs and investors continue to understand and digest this quickly evolving landscape, we also highlight some of the essential shifts and sector themes below, plus a few predictions for the year to come.

Help Wanted

Finding and securing hospitality staff has never been so challenging. As thousands of hospitality workers were left unemployed by the pandemic, or stymied by the risks of the frontlines, many have moved on to find work in other fields, leaving a huge gap in talent. 

As a result, the urgency to leverage robotics, automation, computer vision, and voice technologies will continue to increase as the hospitality industry aims to do more with less staff. And while discussions around robots within hospitality have always been cautious — because we don’t want to put people out of work — we believe we will continue to see more opportunities in the near-term for human-assisting robots (versus human replacement by robots). 

For example, as restaurant operators seek to offset workforce challenges, there are numerous opportunities for specific task automation of repetitive, dangerous or mundane tasks like dishwashing, precision preparation/cooking, food waste management, bar/food inventory, and quality control.

Another area ripe for automation via AI-driven voice tech includes drive-thrus and digital ordering. When people think of a traditional drive-thru, they likely picture a garbled voice and screaming the order into a speaker, hoping their order is correct. But we are seeing many of the larger chains replacing human voices with automated voice assistants to speed up service, order accuracy, and upsell rates. We’ve seen estimates that drive-thru automation can reduce customer wait time by 10 to 25 percent, which is compelling given that the former CEO of McDonalds previously declared that for every six seconds saved at a drive-thru is equal to an increase of 1 percent in sales.

Ghost Kitchens: It’s Complicated

While many restaurant operators were broadly familiar with the concept of ghost kitchens and virtual brands before the pandemic, these formats are now prevalent in most discussions on the burgeoning post-pandemic restaurant industry. 

Whether part of an existing kitchen or a separate commissary kitchen, the ghost kitchen’s purpose is to fulfill online orders for delivery or pick up. Ghost kitchens have the potential to solve real challenges for their restaurant customers, and there are tremendous variations on the economics, setup, and ideal use cases.

So then what’s so complicated about ghost kitchens? 

The rapid growth in consumer demand for restaurant delivery and the high usage of third-party ordering/delivery apps pushed restaurant operators to explore different avenues to expand their access points and footprint beyond their existing restaurants. 

However success (a.k.a. profitability) within the confines of a ghost kitchen business model is primarily driven by volume of daily orders, average order value, and percentage of direct channel sales versus third-party sales. This is why ghost kitchens are primarily well-suited for larger brands, as most local restaurants simply do not meet the average requirements to warrant a ghost kitchen endeavor. (If you are curious to crunch the numbers, check out this excellent ghost kitchen calculator created by Kitchen Fund.)

Further, the lines are beginning to blur between delivery and ghost kitchen platforms. We are entering a world where these platforms are increasingly supporting their own virtual brands and/or next-gen food courts, oftentimes by using the ordering/menu data captured from current restaurants using their platform. Thus local operators will be battling for market share against larger chains which are using ghost kitchens to extend their reach and volume, as well as additional competition from ghost kitchen platforms themselves.

Enter the The Mobile-Only Experience

Stateside, we’ve increasingly been adopting mobile-first ordering and marketing strategies, but the mobile-only approach (often seen in Asia) wasn’t widely embraced before the pandemic. Now, whether via QR codes, apps or mobile web, there has been a huge shift towards mobile-optimized menus, ordering and payments which eliminate or reduce most employee/customer contact. This can help to improve the guest experience via increased speed and fewer errors. For fine dining, this also saves time/costs in printing and sourcing supplies for paper menus. 

Successful operators will prioritize their tech strategy to capture as much digital data as possible in order to personalize offers, segment customers and influence behavior, and a mobile-first/mobile-only approach creates a compelling opportunity to increase both first-party and third-party data capture.

As it can be dizzying for operators to decide how to best leverage their digital data, we predict high growth for the tech partners which are helping operators utilize customer data to better uphold their brand, funnel customers into more profitable channels, and make better decisions about merchandising, pricing, and promotions.

Aggregators Will Continue to Disrupt the Customer Journey

While many of the technologies we discuss here are more operational, we also want to address the customer search and discovery experience. While this was an important topic in pre-COVID times, it is all the more so now, when disruptions and uncertainties are pushing customers to regularly search for what nearby food options are actually open, and whether they offer delivery, curbside, or takeout options. 

We have also reached a point where Google/Google Maps have become the defacto top of the funnel for a majority of restaurant consumers. Thus it is increasingly critical for restaurant operators to proactively manage their full digital footprint, and provide up-to-date information that customers can trust — especially across all third party platforms. 

For example, even though Google profiles include a link to a restaurant’s own website, that little link is eclipsed by the amount of ad-driven real estate that the third-party aggregators/marketplaces get within each profile. 

Growth Categories to Watch in 2022

  • Voice / Bot Technology
  • Robotics / Automation
  • Shared / Ghost Kitchens
  • Food Safety / Quality (a new category for the 2021 map)
  • Ordering and Payments will continue to evolve
  • Marketing Analytics / CRM, and Order / Delivery (both B2B and consumer-facing marketplaces) will continue to consolidate.

As always, we welcome your thoughts and reactions, and look forward to continuing to follow this sector together in the coming years.

Hear Brita and other restaurant tech leaders at The Spoon’s Restaurant Tech Virtual Summit on August 17th. A limited number of complimentary tickets are available, so register today!

C3’s 10,000 New Kitchen Partners

Unless you make a point of regularly ordering from virtual restaurants, you may not yet have heard of names like Sam’s Krispy Chicken or Plant Nation. They, along with many others, are delivery-only brands created by C3 (Creating Culinary Communities), a restaurant company that’s lately been on a mission to get these brands into seemingly ever pocket of America. The company’s virtual restaurants are in hotels, residential buildings, and even brick-and-mortar food halls. And thanks to a recent deal, they’ll soon be available via a lot more restaurants, too. 

C3 announced last week it had struck a partnership with point-of-sale integration company Chowly, whose technology platform makes it easier for restaurants to manage online orders coming from multiple sales channels. Through the deal, Chowly’s restaurant customers will get the option to be a “host kitchen” for C3’s virtual restaurants and share in the revenue from those sales. 

Host kitchens, as the name suggests, are spaces within existing restaurant kitchens that are dedicated to fulfilling orders from virtual, delivery-only brands. Companies like Fat Brands and Wow Bao have popularized the concept among restaurants, giving underutilized kitchen space a purpose and hopefully making the business incremental revenue in the process.

In the last year, we’ve also seen the rise of companies whose main business is to come up with new restaurant concepts and license them out to existing restaurants. Besides C3, Ordermark launched its NextBite business based on this idea, and Virtual Restaurant Concepts (best known for Mr. Beast Burgers) offers a similar concept.

C3’s deal with Chowly will give restaurant customers that use the Chowly platform an easier way to sell delivery-only restaurant brands than they could do on their own. Rather than having to conceptualize and figure out how to market and deliver wholly new virtual brands, Chowly’s restaurant partners can simply license a turnkey solution from C3, who handles the marketing, branding, and technical logistics of the operation via its exclusive ordering/delivery app, Citizens Go. The restaurant just has to cook the food and get it out the door.

These restaurants could also potentially reach a wider demographic by offering more food types on top of their own menus. I never thought I’d write “Captain D’s” and “high-end plant-based burger” in the same sentence, but that scenario’s entirely possible since Captain D’s is an enterprise customer of Chowly and C3 has a plant-based brand called Plant Nation. A Captain D’s location also offering Plant Nation for delivery could reach new and different customers and add more revenues through such a deal.

For C3, the deal is arguably even more lucrative. Chowly has more than 10,000 kitchen partners across the U.S., all of whom will eventually be able to licenses C3’s brands. That’s a major jump from the 250 kitchens in which C3 is currently in. The company says it will reach 1,000 locations by the end of the year and be in 12,000 kitchens by 2023.

The Chowly deal will be a huge help to that process — and enable C3 to expand more rapidly than it would if it had to forge each new individual kitchen partnership. Chowly’s enterprise brands include the aforementioned Captain D’s, Clean Juice, and Dickey’s Barbecue Pit, all of which give C3 and automatic sizable reach. 

The partnership will launch with these enterprise brands before branching out to include smaller restaurants within the Chowly network. The goal is to make all of C3’s brands available to all of Chowly’s 10,000 restaurants at some point in the nearish future.

As C3, Virtual Restaurant Concepts, NextBite and other virtual restaurant companies scale up, one question to keep in mind is how these companies are ensuring quality control across tens of thousands of restaurant partners. In other words, Sam’s Krispy Chicken will need to taste the same in Seattle, Washington as it does in Atlanta, Georgia in order to become popular on a large scale over time. An overnight sensation like Mr. Beast is one thing. Sustained, long-term loyalty from customers is another challenge altogether, and one for which consistency and high quality are crucial.

More Headlines

OpenTable Launches New Tools to Discourage Diners From ‘Ghosting’ on Their Reservations – The initiative will take the form of forthcoming new digital tools as well as “blog and social content educating diners on the impact of ghosting a reservation.”

South Korea: Lounge Lab Opens Brown Bana Robot Ice Cream Shop – South Korean robotics company Lounge Lab announced today that it has opened Brown Bana, a robot-powered ice cream store in Seoul.

Deliveroo Is Running a Reusable Container Program in Paris – Deliveroo France and circular-packaging company barePack have started offering customers of the delivery service the option to get their food delivered in reusable containers.

JustKitchen Raising $20M, Expanding into the U.S., Asia

Vancouver, Canada-headquartered JustKitchen announced this week it is in the process of raising $20 million to expand its network of ghost kitchens and virtual restaurant brands. The company said it is getting $16 million from Canadian investment dealerr Beacon Securities Limited, which will buy 11.9 million shares of JustKitchen at $1.35 per share. JustKitchen is also looking to raise an additional $4 million.

The company has a number of plans for this new funding, including international expansion, more software development, and some brand acquisition, too.  

JustKitchen operates what it calls “hub-and-spoke” commercial kitchens. Ingredients are prepped in a central main kitchen (the “hub”) and sent to smaller “spoke” kitchens located strategically close to customers. Once a user places an order via the JustKitchens app or website, the spoke kitchen closest to that person completes the order and a delivery service shuttles the meal to its final destination. 

This version of the hub-and-spoke model isn’t widely used at the moment, with most ghost kitchen providers operating traditional commissaries a la Kitchen United or restaurants utilizing space on their own properties. However, the definition of “ghost kitchen” no longer just applies to restaurant food. Another Canadian company, just called Ghost Kitchen, is a good example of this: Ghost Kitchen sells some easy-to-assemble restaurant food, but it also sells pints of Ben & Jerry’s ice cream and packages of Beyond burgers. These simpler types of orders that require minimal prep lend themselves to smaller, spoke-like kitchens closer to customers and powered by a main central kitchen.

In addition to working with third-party restaurant partners, JustKitchen also operates a portfolio of in-house delivery-only restaurants. The company also offers a delivery-only grocery service called JustMarket. Users can add grocery items onto their restaurant meal orders or simply get groceries delivered directly. 

Though based in Vancouver, the company currently only operates its services in Taiwan and Hong Kong. Part of the new funding will go towards opening new spoke kitchens in Taiwan. There are also plans to expand into the western half of the U.S. and into other Asian countries later this year, including Singapore and the Philippines. In the U.S., JustKitchen will begin in Seattle, Washington and several cities in California.

Oakland Residents Push Back Against a Forthcoming CloudKitchens Location, Citing Trash, Traffic, and Parking Issues

Residents of Oakland, California are pushing back against the opening of a new ghost kitchen location from Travis Kalanick’s super-secretive CloudKitchens company (h/t Berkeleyside). The facility is slated to open in July. But in an online petition, residents argue that the city of Oakland issued permits for the building quickly “without public notice or any consideration of the impacts on our neighborhood.”

The planned CloudKitchens facility at 5325 Adeline St. in North Oakland will house space for 35 commercial kitchen spaces, which is huge by ghost kitchen standards. The kitchens would operate seven days per week, 18 hours per day, according to the online petition. 

Those opposed include the Golden Gate Community Association and the Oakland Neighborhoods for Equity. These groups as well as residents of the North Oakland neighborhood are pushing for a freeze on construction at the forthcoming CloudKitchens location until the city can address a list of concerns around having a massive ghost kitchen facility in the area. That includes more traffic from the assumed influx of drivers that will be coming and going from CloudKitchens, a loss of parking for neighborhood residents, and “a more dangerous Adeline Street” because of these things. The petition also cites noise, exhaust, odors, and pests as other potential problems. 

This is not the first time CloudKitchens has gotten pushback from residents of a city. Earlier this year, those in Chicago’s North Center neighborhood complained of traffic, parking, and garbage issues from the CloudKitchens facility that opened in 2020. The city finally intervened, but only after police recorded numerous parking violations , calls for disturbance, and crashes in the span of three months.

Nor is this the first time the issue of ghost kitchens’ impact on surrounding neighborhoods come up. As the format has grown in popularity over the last year or so, restaurants, kitchen operators, and city residents alike have surfaced the discussion about the impact of these facilities on daily life and local business, not to mention basic safety on the streets. Talks stand to get even more nuanced as major ghost kitchen operators like CloudKitchens expand and more restaurant chains redesign their store formats to accommodate the uptick in pickup, delivery, and drive-thru orders.

Oakland residents are asking their city to delay the CloudKitchen’s opening as well as its number of food businesses and hours of operation.

KitchenGrowth Raises Seed Round, Launching Ghost Kitchens in Stockholm in July

While the UK, France and Germany have hotbeds of startup activity in the ghost kitchen and virtual restaurant space over the past couple years, Sweden and the bustling Stockholm innovation ecosystem has been relatively quiet when it comes to new restaurant tech startups.

A new ghost kitchen startup called KitchenGrowth hopes to change that. The company, which raised 1.5 million Swedish krona (approximately $180,000 USD), has plans to build and rent its multi-tenant kitchens in the Stockholm market.

According to cofounder Joakim Ödlund, the company will own the units and offer them as fully managed dark kitchens to operators via a kitchen-as-a-service model. The company will offer turnkey operations that include electricity, water, grease collection as well as Wi-Fi and some technology integration/assistance. According to Ödlund, the company will not create any of its own branded concepts and will focus on supporting its restaurant customers’ virtual efforts.

Ödlund told me the KitchenGrowth has already secured its first customer in Svenska Brasserier, a large multiconcept restaurant operator in Stockholm that runs some of Stockholm’s most well known restaurants such as Riche, Sturehof, and Taverna Brillo. KitchenGrowth will launch its first two locations starting in July.

While KitchenGrowth was only founded in February of this year, the founders have big plans. “Our goal is to put up growth hubs where we can have 4-8 kitchen spaces in one location,” said Ödlund. “We want to help bring down the delivery times and create a “Food court in the cloud.””

Square’s Back-of-House Display System Now Available for Delivery-Only Restaurants

Payments company Square recently made its restaurant software stack a little more versatile when it launched its Square KDS back-of-house display system as a standalone item available via subscription. The company says doing so will make Square KDS available to restaurant and kitchen operations that don’t necessarily have a POS system, or even a front of house.

Square’s KDS digitizes the ticket stream coming to into the back of house that chefs use to manage and fulfill orders. The system replaces paper tickets and can process orders coming from multiple different ordering sources, including the restaurant’s POS system, third-party online ordering platforms, and third-party delivery marketplaces. Kitchen staff can view all of these orders on a single screen, which provides a centralized place to see all incoming orders at the same time.

The system also includes features like ticket timers and alerts, performance reports, and customized notifications.

The product was originally released in November of 2020 as part of the Square for Restaurants POS software stack. Nowadays, though, not every business needs a POS system, since not every business has a front of house. Square says that offering KDS as a standalone product is “especially useful” for delivery-only kitchens (aka ghost kitchens) and businesses.

Tech that specifically caters to back-of-house-only operations is becoming more commonplace as more delivery-only restaurant concepts surface. While some of the bigger names in the business, like Kitchen United or iKcon, have developed their own in-house tech stacks, plenty of smaller delivery-only operations may find it easier to license software from third-party companies like Square.

Square KDS is now available as a standalone product in the U.S., the U.K., Canada, Australia, and Ireland. In the U.S., businesses can take advantage of a special price of $10/month per device through the remainder of 2021. Square for Restaurants Plus subscribers can access unlimited Square KDS devices at no additional cost.  

Join the Spoon for a Virtual Restaurant Tech Summit This August

For many, 2020 will go down in history as the year the restaurant biz changed forever. It could also be remembered as the year restaurants absorbed about 10 years’ worth of technological evolution in the span of a few months.

But while last year was all about adopting restaurant tech to survive, the next few years will be all about using tech to create a better restaurant experience. I don’t just mean faster service and the ability to pay for meals with your own phone. The most valuable restaurant tech in the future should also create safer dining and working environments, help us reduce food and packaging waste, promote healthier eating habits, and create better new and more fulfilling jobs.

The bottom line is in order to survive, restaurants need to understand how technology will change their business. To that end, The Spoon is announcing our latest event, The Restaurant Tech Summit. The Restaurant Tech Summit will bring together the most important players from across the restaurant industry, from large QSRs and independent establishments to ghost kitchen providers and companies creating the next generation tech stack for restaurants. Together, these companies and individuals will discuss not only how they survived the chaos of 2020 but also what they are doing to thrive — and help others do the same — as they move forward into a digital-first era for restaurants.

The Restaurant Tech Summit will feature founders from building new platforms, to those leading the digital innovation efforts for the largest chains in the country, to chefs and operators using these tools everyday, we’ll have leaders from every side of the restaurant business come together to discuss how technology will transform business and operational models over the next decade.

We already have some great speakers from companies like Wow Bao, Perfect Company, Slice, and we’ll be keeping you updated over the next several weeks as more speakers are added and the full agenda is released.

If you’d like to participate as a sponsor at The Spoon’s Restaurant Tech Summit, drop us a line.

If you’d like to buy a ticket to the Summit, early bird pricing is available through July 15th.

In the meantime, reserve your ticket today.

 

All Day Kitchens Raises $20M, Launches in Chicago

San Francisco Bay Area-based All Day Kitchens (formerly Virtual Kitchen Co.) announced today it has raised a $20 million Series B round, bringing the company’s total funding to $37.5 million. This round was led by Founders Fund with participation from Khosla Ventures, DoorDash CEO Tony Xu, and Opendoor CEO Eric Wu. Existing investors Andreessen Horowitz and Base10 also participated. 

The new funds will support the company’s debut in Chicago, Illinois, which happens today. The company has partnered with a mix of local and independently owned restaurants for its Chicago facility. 

This is All Day Kitchens’ first expansion outside of the Bay Area. Up to now, the company has operated a handful of facilities around that region, where they currently have 10 locations and 16 restaurant partners. That includes San Francisco institutions like Dosa and Nopalito. 

Further locations are planned for San Francisco, as well as in other (to be named) parts of California. All Day Kitchens also plans to set up shop in Texas “within the next year,” according to today’s news announcement.

When the company launched its first kitchen in 2019, delivery-only and distributed kitchens were little-known phrases in the restaurant industry, let alone with the general population. The move towards this format of using kitchens designed specifically for delivery meals was well underway at the start of 2020. To say the COVID-19 pandemic accelerated restaurants’ adoption of the delivery-only kitchen into their operations is the understatement of the week. What was not so long ago a niche concept now sees participation from major QSR brands, fine dining establishments, and celebrities alike. 

One oft-overlooked segment, however, is the one for smaller restaurants and independent chains. Moving forward, All Day Kitchens’ focus on that could be an important point of differentiation. 

Future plans include adding more onsite ordering and pickup at locations, which could start to double as food halls with that functionality. 

Anatomy of a Digital Restaurant

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When Taster, a virtual restaurant company headquartered in London, announced its $37 million fundraise last week, co-founder and CEO Anton Soulier made clear that his company is trying to “redefine what it means to be a restaurant group in the 21st century.”

The company, founded in 2017, started out cooking food for its virtual restaurant brands from its own dedicated kitchen spaces then selling items via third-party delivery platforms like Uber Eats. Previously, Soulier was an early team member at Deliveroo, so he knows a thing or two about doing a delivery business — most importantly, how delivery has to continue to evolve.

Along those lines, Taster is taking a slightly different approach to the virtual restaurant nowadays. Instead of making the food itself, Taster licenses its five brands out to existing restaurants. The setup brings benefits to both sides. Restaurants can to make extra revenue by selling more delivery orders to not just their existing customers but fans of the virtual brands. Taster gets to expand faster, since it’s no longer having to handle every single order itself or build out kitchen infrastructure. As of last check, the company, which also has teams in Paris and Madrid, has more than 60 restaurant sites in nine cities acorss the UK, France, and Spain. The new funding, a series B round led by Octopus Ventures, will ensure further expansion for Taster’s brands.

In many ways, Taster could be seen as something of a blueprint for the digital-age restaurant chain, because it gathers a few different concepts that are popular into a single platform:

Underutilized Kitchen Space

Taster’s current model is built on helping restaurants put underutilized kitchen space to work. Businesses with extra kitchen space can license one or more of Taster’s restaurant brands and run it out of their own properties. It’s a way of offering a delivery brand without incurring the expense of a long lease with a traditional commissary space, which is too expensive for many restaurants. 

This “license a virtual restaurant” approach has become more commonplace over the last several months. Chicago-based Wow Bao started licensing a delivery-only version of its menu to other restaurants in 2020. Ordermark created an entire sister business around connecting restaurants with underutilized space to virtual brands. Restaurant company C3 has taken the concept beyond restaurants and is licensing its virtual food brands to hotels and luxury apartment properties.

Menus Designed for Delivery

From its inception, Taster has billed itself as a digital food court, serving up street food reimagined for delivery. In other words, the food is supposed to travel well. The company also involved Michelin-star chefs in the design of all its restaurant brands’ menus. 

In theory, at least, that ensures a certain level of quality stays intact throughout the entire journey the food takes from the kitchen to the customer. Even before the pandemic turned most of the restaurant biz into one giant takeout operation, issues with food quality were a major problem for delivery. This is another reason restaurants are now creating or licensing virtual brands instead of trying to repurpose their existing menus for to-go boxes. Under this arrangement, dining room food gets to stay where it belongs, in the dining room, and delivery orders are comprised of food that was built for travel.

Versatile Tech

Good food is the single most important part of any virtual restaurant. Arguably, the runner up is technology. It’s not enough anymore for a system to be simply be able to process digital orders and payments. Because of the growing order volume, delivery tech also needs to integrate with the back of house operations, track inventory and drivers, communicate with customers and integrate with the restaurant’s main POS system. It also needs to be able to integrate with third-party delivery services a la Uber Eats or Deliveroo.

To run a virtual restaurant out of their own kitchens, restaurants could cobble together various third-party solutions to get the above features under one roof. Or they could attempt to build an in-house system from the ground up. Both approaches have their drawbacks, from time and money to compatibility issues between different pieces of software. 

It’s another reason licensing a brand from a company like Taster or C3 or NextBite seems more practical at this point. Taster’s system, for example, can process orders and payments, help manage the kitchen, and track quality control, among other things. Users can also choose whether they want to order Taster brands via third-party delivery apps or Taster’s in-house app. Restaurants licensing Taster’s brands need not actually concern themselves with any of these logistical puzzles — the company handles all of the technology itself. C3’s tech is very similar, and there will doubtless be plenty of other such systems emerging in the near future.   

There’s little chance this “license a virtual restaurant” model will go out of vogue once lockdown restrictions ease and more cities around the world reopen their economies. Off-premises meal formats like delivery are at this point a normal part of doing business for restaurants. And as Taster’s recent fundraise suggests, interest in the evolution of the virtual restaurant is higher than ever.

Landry’s a restaurant group that owns Morton’s The Steakhouse and Bubba Gump’s Shrimp, said in a recent interview that most of the company’s restaurant brands will start accepting bitcoin as payment in the coming months. CEO Tilman Fertitta cited “the next 90 days” as a timeframe.

Starbucks is using its AI technology, Deep Brew, to further improve personalization for customers but also to track vaccination progress throughout the world, the company said on its recent earnings call.

Uber recently announced a new feature,  Pickup and Go, that lets rideshare users see nearby restaurants and order/pickup food while they are in transit.

The Next Big Tech for the Virtual Food Hall

Here’s a concept that seems stupidly simple but is actually a technologically complex feat: letting customers order from multiple virtual restaurants with a single digital transaction.

As ghost kitchens multiply, the idea of housing multiple restaurant concepts under one roof grows ever-more commonplace, be it Kitchen United’s Mix platform, Crave Collective’s virtual food hall or individual restaurants cooking up more than one menu in their kitchens.

Until recently, customers wanting to order from such facilities had to do so through third-party delivery services like Uber Eats and DoorDash, making a separate transaction for each brand they ordered from, despite those brands being physically housed under the same roof. While that’s not the biggest problem the world has ever faced, it does add the so-called friction to the customer ordering experience. And these days, the restaurant biz is all about getting rid of friction.

It follows, then, that some are working to change this siloed ordering process for customers. In the first place, more ghost kitchen/virtual food hall organizations have their own digital ordering properties. Kitchen United has its Mix platform where customers can order from several different brands via the KU website. Crave Collective has 16 different brands available via single app. Restaurant tech company Lunchbox is powering C3’s virtual food halls, making all choices accessible from a single interface.

In addition to letting customers ditch the third-party delivery services and order directly from the ghost kitchen or virtual food hall, these digital properties (and others) also let customers mix and match meals from multiple different restaurant brands.

Speaking to me for a Spoon Plus report recently, Kitchen United’s Chief Business Office Atul Sood called this idea “multi-concept ordering,” and suggested many more virtual operations will soon offer it.

The idea is simple: Take a bunch of different virtual restaurants housed in a single ghost kitchen and make them all available via a single interface (e.g., an app or website). Consumers can mix and match orders from different businesses, pay for them with a single transaction, and get all the food delivered at once.

The execution of this idea is less simple. As Sool explained, “bundling” different concepts is a technologically complex feat and therefore an expensive and time-consuming endeavor for businesses to attempt.

Imagine a family where one person wants a burger, another wants Chinese food, and another prefers pizza. They want to order all their items at once and have them arrive via the same delivery driver at the same time.   

To do that, there are a few different considerations. First of all, the concepts have to be under one roof — hence the rise of ghost kitchens and virtual food halls a la Kitchen United Mix. Additionally, the fire times need to be coordinated across those different concepts. A poke bowl and a rack of ribs don’t take the same amount of time to prepare, and coordinating those pieces is “a technological challenge,” according to Sood. 

KU Mix has solved for these and other challenges by building out its own in-house technology system. The company has even launched a version of it outside the walls of its own facilities. At Westfield Malls, it is installed to enable a more digital and off-premises-friendly food court experience, for example. “It doesn’t make sense for a restaurant to develop this type of technology [themselves],” said Sood. “It just makes sense for for them to license it from from somebody else.”

Kitchen United Mix is one example of this technology at work. It also seems to be an obvious opportunity for restaurant tech companies in general, since there aren’t many platforms yet specializing in this type of functionality. I doubt the playing field stays empty for long, though. Demand for digital ordering is only going to increase, and even outside of the virtual food hall, there are plenty of relevant contexts for this multi-concept ordering: sport venues. airport food courts, the aforementioned mall. Those areas of life may not be back in full swing quite yet, but when they return, they’ll include many more digital processes, including how we get our food items. 

The Brooklyn Dumpling Shop, a kind of automat for the 21st Century, has inked a franchise deal to bring eight new units of its concept to the state of New Jersey. The first location will open this summer in Hoboken.

Pizza Hut has added drive-thru lanes to more than 1,500 of its U.S. restaurants. Dubbed “The Hut Lane” option, it’s available for orders placed through the chain’s website and mobile app, and over the phone in select locations.

Speaking of pizza, restaurant tech company Slice recently launched a POS system exclusively for pizzerias. According to a company press release, this “will put the same tech tools and data insights that Domino’s franchisees receive directly into the hands of independent pizzeria owners.”

Tracking the Next Generation of To-Go Concepts for Restaurants

This shift towards delivery and other off-premises formats was already underway. Back in 2019, the National Restaurant Association predicted that by 2030 off-premises would drive most of the growth for restaurant sales. 

Suffice to say, the pandemic sped that timeline up. In the words of Ordermark’s cofounder and CEO Alex Canter (whose family also owns famed L.A. restaurant Canter’s Deli), “10 years of progress maybe happened in a couple of months, not out desire, but really out of necessity.”

Out of that progress have come many different ways and tactics to approach delivery and takeout formats, from iterating on the virtual restaurant concept to altering the cooking process of the meal itself. This intelligence briefing for Spoon Plus will look at some some off-premises success stories to come out of the pandemic-era restaurant industry.

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