Ghost Kitchens

Wendy’s is planning to open 700 kitchens expressly for food delivery apps. These “ghost kitchens” are coming to the UK, US and Canada. Is this an amazing idea whose time has come, or is it a knee-jerk reaction to the pandemic?

I’m interested in understanding the marketing personas for the “optimal” ghost kitchen customers. Where do prepared dishes from a high-end grocery store or specialty delicatessen end and ghost kitchen deliveries begin? Can a ghost kitchen brand stand alone, or does it need the benefit of an ongoing advertising campaign to keep it top of mind? Without walk-ins and a storefront, how much marketing money is required to sustain sales? Does that amount rival or exceed storefront rent? I have more questions than answers.

Author’s note: This is not a sponsored post. I am the author of this article and it expresses my own opinions. I am not, nor is my company, receiving compensation for it.

About Shelly Palmer

Shelly Palmer is the Professor of Advanced Media in Residence at Syracuse University’s S.I. Newhouse School of Public Communications and CEO of The Palmer Group, a consulting practice that helps Fortune 500 companies with technology, media and marketing. Named LinkedIn’s “Top Voice in Technology,” he covers tech and business for Good Day New York, is a regular commentator on CNN and writes a popular daily business blog. He's a bestselling author, and the creator of the popular, free online course, Generative AI for Execs. Follow @shellypalmer or visit



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