The big picture: Ghost kitchens were born as a temporary solution to help restaurants stay afloat during the pandemic. Now that the coronavirus has subsided and life as we know it has more or less returned to normal, ghost kitchens are falling out of favor with business owners and consumers alike.
A ghost kitchen (also known as a cloud kitchen) is a food service business that exists virtually. They do not have their own stores, operating out of existing restaurant kitchens under a completely different brand and are only available for online ordering.
It's easy to see how this concept became popular. When dine-in restaurants were closed due to the pandemic, many people turned to delivery. Companies looking to make more money are renting out space in their kitchens to delivery-focused startups.
As dine-in restaurants now serve guests in person, fewer people are using delivery services. It has also become difficult for restaurants to find time in the kitchen, especially during busy times.
Dorothy Calva, senior research analyst for food services at Euromonitor International, told the New York Times that virtual brands don't connect with consumers as much as traditional restaurants. That may just be part of the story.
Ghost kitchens often fell short of quality expectations and lacked in the consistency department. Even if your name or reputation isn't directly tied to your product, it becomes more clear why quality isn't your top priority.
Another thing everyone learned from the ghost kitchen concept is that restaurants should probably stick to what they know. For example, if you specialize in Chinese food, a cheeseburger is unlikely to be a home run.
Not all of the blame for bad reviews lies with the restaurant. Slow food delivery service can also lead to poor food quality and negative reviews.
In 2021, Wendy's announced plans to open 700 ghost kitchens by 2025, but later backtracked on that promise. Grocery chain Kroger partnered with Kitchen United to open ghost kitchens in 2021, but closed all of its kitchens late last year.
Image credits: Norma Mortenson, Gerald Jake Abangan