Our Ghost-Kitchen Future
Last fall, walking down Mission Street, in San Francisco, I noticed a new addition to an otherwise unremarkable parking lot at the base of Bernal Heights Hill: a large, white trailer, about the size of three parking spaces, plastered with a banner that read “food pick up here.” On one side was a list of restaurant brands with names and logos that seemed algorithmically generated: WokTalk, Burger Bytes, Fork and Ladle, Umami, American Eclectic Burger, Wings & Things.

The trailer was hooked up to a generator, which was positioned behind two portable toilets; it occupied parking spots once reserved for Maven, an hourly-car-rental startup, funded by General Motors and marketed to gig-economy workers. (G.M. shut down Maven in April.) Through a small window cut into the side, I could see two men moving around what appeared to be a kitchen. The generator hummed; the air carried the comforting smell of fryer oil; the toilets were padlocked. One of the men came to the window and apologized: I couldn’t order food directly, he told me—I would have to order through the apps...
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RSK: I have always been intrigued by these. The only problem is the cut out a major portion of the work force but they`ll figure it out.

Ken Notes: Trends that no one saw coming can change the world, Amazon, PCs, McDonalds, Walmart... The key is finding ways to compete from the onset before it is too late. Running multiple brands from a very low cost startup makes economic sense so established brick and mortar will have to offer their fare to go and at competitive price points. I am a fan of the food halls offering great selections from the regions best restaurants...



- - Volume: 8 - WEEK: 28 Date: 7/7/2020 8:00:12 AM -