The intense pace of work in big cities, developments in information technologies, and mobile applications have changed food demand for consumers, especially Generation Z, in order to order online instead of cooking at home or going to restaurants. Cooking at home requires time and preparation, and the cost of eating at a restaurant has led consumers to fast, safe and cost-effective options (Baltaci & Yildiz, 2023).
Demand for the restuarant industry has increased rapidly globally since 2020. The sector showed a growth of 52% in 2020 compared to the previous year (Press, 2021). Growth rates in the online ready-made food market in Turkey followed a parallel course with the world, reaching 8.1 billion TL with an increase of 61% in 2020, and 6.1 billion TL with an increase of 50% in the first 6 months of 2021 (Eticaret, 2022). Euromonitor research company estimates that the business volume of the ghost kitchen industry will reach USD 1 trillion by 2030 (Arrojado, 2021). It is estimated that the temporary business model will grow permanently in commercial life in the post-pandemic period (Shapiro, 2022).
In ghost kitchens, there are no tables for customers to sit at, and the restaurant operator does not need to employ couriers, accounting personnel, dishwashers, waiters, and restaurant managers (Paket Mutfak, 2020). Paket kitchen initiative received an investment of USD 1.3 million in 2020 which indicates that the sector will grow rapidly in Turkey. Packet Mutfak, 2021).
References
- Arrojado, C. (2021). Why’Host Kitchens’ are the next big COVID trend. Access Date: 02/03/2022
https://vtechworks.lib.vt.edu/bitstreams/0de54473-7809-4d1a-992a-ac57cabf0115/download - Baltaci F. & A. (2023). Restaurant Operators’ Perspectives on Ghost Kitchen Initiatives. Gaziantep University Journal of Social Sciences, 22(1), 350-371.
- Eticaret (2022). İstatistikler. Access Date: 29/012/2023.
https://www.eticaret.gov.tr/istatistikler - Paket Mutfak. (2020). Paket mutfak nedir? Date Accessed:27/02/2022
https://www.paketmutfak.com.tr/ - Paket Mutfak. (2021). Paket mutfak yatırım haberi. Date Accessed: 27/02/2022
https://www.paketmutfak.com.tr/pm-blog/paket-mutfak-yatirim-haberi - Press, J. (2020). What is a ghost kitchen? Here’s everything you need to know. Access Date: 29/012/2023.
https://www.galleysolutions.com/blog/what-is-a-ghost-kitchen-master-guide-2020 - Shapiro, A. (2022). Platform urbanism in a pandemic: dark stores, ghost kitchens, and the logistical-urban frontier. Journal of Consumer Culture.
https://doi.org/10.1177/14695405211069983