FORT MYERS, Fla .– Your next online order for dinner delivery might not come from where you think it is.
It’s called ghost cooking: a delivery operation only inside a larger, more popular restaurant, owned and operated by a big chain, but under a different name.
For example, you can use an app to order dinner for your family at Pasqually’s Pizza & Wings in Fort Myers. But those slices sizzled in Chuck E. Cheese’s kitchen.
Not far from Pasqually’s, you will find It’s Just Wings, chicken delivery in Chile wing.
The concept of ghost kitchens isn’t new, but they’ve grown in popularity as companies have been forced to find creative ways to survive a pandemic. It’s not illegal, and it boils down to one thing: restaurants want to stand out.
“A little innovation. I think that’s what makes it more difficult, ”says Joshua Noland.
As the managing partner of King’s Kitchen and Bar in Fort Myers, Noland says he was approached and asked to organize a ghost kitchen.
As customers turned to delivery, take-out or contactless ordering, businesses were forced to get more creative.
“I think people are moving away from chains a bit, and I think it’s been a trend for a while,” says Noland. “So maybe relaunch and find a different atmosphere for maybe different products with a different spin on their chain maybe already big towards a smaller market will have a little more gravity.”
For you, the customer, that means more options. For businesses, they can expect a larger customer base.
“People think Chuck E. Cheese is a kid’s pizza, a kid’s place. And they might not get someone like the 50’s and 60’s to order Chuck E. Cheese pizza, ”says Rose Devoe. “But if they didn’t know it was Chuck E. Cheese pizza, they would order it.” If they liked it, they would continue to order it.
Noland says that kind of curiosity can also be good for hospitality cooking, and that he’s interested in partnering with the brand that made the offer to his restaurant.
“It’s nice to be involved,” he says, “and this particular person has a HUGE gravity that of course would help support our restaurant. “
“Maybe that’s a good thing actually, I don’t know,” Dimas said. “It’s like who knows, you know?” Who really knows?