Must Reads: Virtual Kitchens Are Getting Competitive – Nov 2019
Virtual kitchens, aka ghost kitchens or dark kitchens, have been part of a growing sector within food delivery over the past year. Now, the market is looking to be shaped by how successful these new virtual kitchens become, perhaps in new ways that we can’t yet predict: the average shopper is prone to surprising even well-versed providers.
At the start of 2019, virtual kitchens were being hailed as here to stay, now we can see that it’s about asking who should get on board next with dark kitchens. This month’s Must Reads looks at where the virtual kitchen market is heading, which big brands are getting on board and how they are utilising their spaces.
Kellogg’s launches menu through Deliveroo’s delivery-only kitchens – Foodservice Equipment Journal
Breakfast cereal might not be the first thing you think of when you imagine food delivery, after all you can buy boxes of cereal and store them easily at home. But for decades, recipes have featured cereals as ingredients to create fun and delicious desserts and sweet snacks, like rice crispy treats. Kellogg themselves have take advantage of this, marketing their own cereal bars. Now, they are taking cereal treats to the next level with a delivery-only meal service offering ‘Coco Pop Bubble Crepes, Crunchy Nut Shake and Nutri-Grain Cheese Cake Bar.’ Have a read of what the manager of these new Kellogg’s Kitchen Creations has to say about this significant step from the brand.
Big brands can’t help but get bigger! McDonalds are opening up their first UK virtual kitchens to keep up with demand for their signature fast food, while reducing kitchen costs. This move from one of the biggest high street restaurants and fast food chains might just signal the start of a goldrush by other similar brands. If this new scheme works out, there is no reason why Burger King, Nando’s and similar chains won’t get on board too. The online delivery market has been a leveller for small food businesses by giving them equal access to customers without a storefront, so it was only a matter of time before large scale food brands started concentrating their investment online – especially with the continued rise of food delivery in the UK.
Food delivery kitchens have corporate catering contracts in their sights – Foodservice Equipment Journal
Further proof that we are only at the beginning of a trend for virtual kitchens comes with the news that Just Eat and Takeaway.com have started buying up b2b food delivery and catering companies. Food delivery doesn’t have to be Friday takeaways or meal prep-kits, this iteration can also fill the space occupied by local sandwich vans delivering to offices and catering for conferences or hipster offices (team lunch anyone?). Virtual kitchens could take over as the primary resource for food delivery services at venues that want to offer catering but don’t have the space to do so.
Only time will tell what changes to food delivery will come and what impact virtual kitchens have on the operations of big food businesses. Either way, it’s sure to be interesting and offer everything from fast food to gourmet creations to customers in the most accessible way yet.
If you’re thinking of getting in on this with a virtual kitchen of your own then contact us to talk about your food business. You can also check out more articles on food delivery and how to use a virtual kitchen on our advice blog.