The Benefit of Offering Multiple Brands From One Kitchen

The virtual food brand market has exploded in recent years. Indeed, McKinsey and Company analysis has shown that food delivery is now worth over $150 billion globally – having more than tripled since 2017.

Despite this, it’s a world where the difference between failure and success often rests on a knife edge. Many ghost kitchen brands are consequently turning to multi-brand policies to increase profits and audience share. It’s been a game-changer for food delivery businesses hungry for success.

Today, we take a look at the benefits of multi-brand approaches. But first things first – what exactly is a multi-brand ghost kitchen?

Multi-Brand Ghost Kitchens

A multi-branded ghost kitchen is simply one location that’s managed by a single individual or company. They offer multiple brands and styles of cuisines from one commercial kitchen – each providing something different or unique to the customer.

The individual virtual food brands are marketed as their own entity. Despite this, the food is prepared by the same chefs using the same equipment – often at the same time! Just think, one staff-member could be preparing the ultimate superfood salad on one side of the room, whilst another chef simultaneously creates a mouthwatering pizza and wings feast.

What are the benefits of offering multiple brands?

If you already run a ghost kitchen and have the capacity to take on new orders – then multiple brands are the way to go. They allow operators to make the most of appliances and resources, attract a wider customer base and increase profits. So what are you waiting for!?

Here are some of the most important benefits to consider…

• Improved utilisation of resources – if multiple brands operate in the same space, there are increased opportunities for cross-over. This includes ingredients, staff, equipment and appliances.

• Opening up a wider customer base – more brands mean broader audience appeal. Whilst one customer is unlikely to order burgers every night, they may consider an Indian one week or a healthy meal the next. Who’s providing all this? Your kitchen!

• Increased customer analysis and understanding – with increased brands and higher sales comes better customer data. By experimenting with what works and what doesn’t, you’ll gain unparalleled insights into what your local customers want.

• Facilitating innovation and menu development – virtual brands come with minimal upfront costs and the ability to adapt and innovate. You already have the kitchen infrastructure, so all that’s left is understanding customer needs and delivering great food, fast.

• Greater online presence and steadier order flows – one delivery hub can take multiple orders from multiple brands; prepared and delivered with improved efficiency. What’s more, different brands will appeal at different times of day (for example, healthy breakfast snacks, lunchtime salads or an indulgent burger at night). So wave goodbye to any frustrating lulls.

• Increased revenue with the same expenditure – the costs of launching virtual food brands are relatively low compared with “physical” brands. This means you can maximise your return on investment – improving efficiencies and increasing orders with minimal spend. It’s an all-round boost for your business.

The Peckwater Brands blog has all the advice and inspiration you need to supercharge your virtual food brand. From top tips on reducing waste to setting-up loyalty schemes and improving your food delivery service – stay in-the-know and one step ahead of the competition.