Is a ghost kitchen the best option for selling pizza?

Is a ghost kitchen the best option for selling pizza?

Many pizza chefs are turning to ghost kitchens because not all establishments can handle the equipment and labor required for pizza preparation.

What is a Ghost Kitchen?

Ghost Kitchen is a restaurant that only allows pick-up or delivery. This eliminates the need for customers to visit a brick-and-mortar restaurant. It is only used for food preparation. Ghost kitchens might offer pick-up for customers. Third-party drivers like GrubHub and UberEats deliver finished meals to customers off-premises, much like traditional restaurant delivery.

This restaurant model fits perfectly into an increasingly digital-dependent world. Since 2014, digital ordering and delivery have grown 300% faster than dine-in traffic. 60% of Americans report using these services each week 1. These statistics do not include the significant increase COVID-19 has made in this practice.

Technomic doesn’t see any reason to make operators fearful of ghost kitchens. Recent data from 300 U.S.-based facilities suggests a steady, profitable rise in sales. Ghost kitchens are expected to see a 25% increase in sales over the next five years.

A Pizza Ghost Kitchen: The Benefits

Operators should consider ghost kitchens as a way to increase sales. You can also save money by reducing costs.

  • Managed labor expenses: Staffing in a kitchen rather than staffing an entire restaurant reduces the budget.
  • Low-rent Ghost kitchens can thrive in areas that traditional restaurants cannot accommodate due to space constraints, customer attraction difficulties, or inaccessibility of the storefront. These locations are more affordable so rents can be lower.
  • No expenses for dining in the establishment: Staffing, tables, and tabletop items are all necessary budget line items. Building costs to cater to dine-in customers, as well as other overheads, are also not required.

Premade Dough Balls Capture Ghost Kitchens’ Spirit

Ghost kitchens will love premade dough balls. First, dough balls are versatile and can make pizza crusts, a main dish, or an appetizer. They are also cost-effective in ghost kitchens or other kitchens.

  • Minimal equipment and associated expenses: No mixing is necessary, so buying a mixer is unnecessary. This will save you between $12,000 and $15,000 immediately. Although you will need a freezer or walk-in cooler to store the dough, it costs only $2,000 to $5,000 less than you would need for scratch-made equipment.
  • Use less kitchen space: The mixer is out of the way, and there’s no need to keep dry ingredients in the pantry for dough-making. This allows you to reduce the kitchen area and maximize what you have.
  • Premade dough balls require little to no preparation. After the staff masters basic handling and proofing techniques, they wonder why anyone would make their dough.

Despite their popularity and high profitability, ghost kitchens are a concept that has been introduced previously. You can weigh the feasibility of including this concept in your business plan. Also, our infographic 5 Tips to Maximize Your Existing Back-of-House Operations will help you understand how to optimize your existing back-of-house. To download your copy, click the button below!

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