Fast food ghost kitchens are on the rise and an excellent example of this is Wendy's recently opened location in Toronto, which is operated by Reef Kitchens. According to Stephen Piacentini, Wendy’s vice president of global restaurant development and recruiting, "[Wendy's] urban business in Canada is underpenetrated [and this initiative] helps [the business] creatively get into spots [it] didn’t have near-term plans with brick-and-mortar." Moreover, the format of the fast food ghost kitchen—which is essentially a food truck—can help the chain grow during the COVID-19 pandemic by providing a safe and accessible ordering experience.
Wendy's partner in this business endeavour—Reef—is reported to be "a rapidly growing option that quickly sets up kitchens in urban parking lots."
Fast Food Ghost Kitchens
Reef Kitchens Helps Wendy's Expand Its Business During COVID-19
Trend Themes
1. Fast Food Ghost Kitchens - The rise of fast food ghost kitchens presents an opportunity for restaurants to expand their business without the need for physical locations.
2. Mobile Food Trucks - The format of fast food ghost kitchens as food trucks provides a safe and accessible ordering experience, making it a disruptive innovation in the food industry.
3. Urban Delivery-only Concepts - The concept of urban delivery-only ghost kitchens, like Wendy's operated by Reef Kitchens, opens a new avenue for restaurants to reach customers in densely populated areas.
Industry Implications
1. Fast Food - Fast food chains can leverage fast food ghost kitchens to expand their business and increase their reach.
2. Food Delivery - The rise of fast food ghost kitchens highlights the potential in the food delivery industry for setting up delivery-only models to cater to urban areas.
3. Restaurant Technology Solutions - Ghost kitchen platforms like Reef Kitchens represent an opportunity for restaurant technology solutions to support efficient operations and facilitate the growth of delivery-only concepts.