Ghost Kitchen Model Adapts for Physical Spaces With Multi-Brand Mall Location

The digital ordering boom of the last couple years has changed how managers think about their physical restaurant spaces.

Now, some are taking a ghost kitchen-informed approach to consumer-facing locations. For instance, real estate investment trust Simon announced in a Thursday (Feb. 3) press release “Grab Go Eat,” an in-mall, off-premise-centric, multi-brand location created in partnership with ghost kitchen company Kitchen United.

The initiative allows shopping center visitors and employees to order food to be delivered to their table or to any store in the mall or to be ordered for pickup at the location or at designated food lockers. Additionally, customers can combine food from different restaurant brands into one order.

“Giving consumers the flexibility to dine when and where they want, as well as order from multiple restaurants all under one ticket is something that will completely enhance the customer experience at these locations and set the precedent this year,” said Simon Co-President of Malls Eric Sadi in the release.

Off-premise-focused restaurants cater to consumers’ evolving ordering habits. Research from PYMNTS’ How We Eat Playbook, created in collaboration with Carat from Fiserv, found that consumers now are 31% more likely to buy meals for delivery or pickup than they are to dine on-site. Moreover, 43% of all consumers are ordering home delivery for their restaurant meals or groceries more often now than they did before March 2020.

Read more: Restaurants and Grocers See Path to Picking up 200M New Customers

“Our partnership with Simon signifies that demand for off-premise is continuing to accelerate, and we are eager to introduce our Grab Go Eat platform, which will provide both customers and mall staff with the opportunity to conveniently order from a variety of dining options,” said Kitchen United CEO Michael Montagano in the release.

Digital technologies are a valuable way to reach restaurants’ most frequent customers, according to PYMNTS data from this month’s edition of the Digital Divide report, “Digital Divide: Technology As A Catalyst For Restaurant Purchases,” created in collaboration with Paytronix.

See more: QSRs Chase Tech-Savvy Diner Spend With New Digital Tools

The study, which was conducted in December and drew from census-balanced surveys of more than 2,400 U.S. consumers, found that technology enthusiasts are more than twice as likely as technology dodgers (those who use only one technology or none at all) to order from restaurants three times a week or more. Additionally, the report found that tech enthusiasts are more likely than their less connected counterparts to order from restaurants once or twice a week.

Tech-centric off-premise options are key, especially today, as continued fluctuations in the viral situation make crises part of the new normal.

“Digital engagement mechanisms to keep close to the guests are paramount,” Andrew Robbins, CEO of Paytronix, told PYMNTS’ Karen Webster in a January interview. “So, a strong loyalty CRM program, online ordering, those are the twin pillars of a good strategy. And we see this every single time there’s a downturn.”

Read more: Restaurants Lean on Loyal Customers to Navigate Omicron, Inflation Impact