To deliver or not to deliver?
While that was a trend that had geographical limitations, there are other current trends that operators are readily jumping on simply because it is the new cool. Ghost kitchens, deemed the next big thing in F&B, is a forward, profitable model that certainly has potential in Dubai. Market research company Euromonitor International estimates that the ghost kitchen market could be worth $1 trillion by 2030. The pandemic propelled the effectiveness of the concept and served as a saving grace for many restaurant operators.
However, the question remains – is it for everybody? The quick answer to that is no. “I don’t think every business should be in the dark kitchen model. I see those businesses as verticals that support the industry overall,” he said.
“As brand owners we need to have brand integrity. From Ultra we do excessive amounts of deliveries, but Bistro Des Art, no delivery. The experience is based on in-house services we do and 50% of that happens to be food and beverage, the rest is experience, service, ambience etc.” he said.
It all boils down to what kind of a restaurant you are, what are you promising to offer your customers, and what is your value (not just monetary) proposition. At a time where people are craving human interactions and social connections, demanding unique experiences, and when dining out is considered to be a social activity, it becomes the responsibility of the operator to cater to the wants and wishes of their customers and being where they want you to be. It could be in a packaged take-away box delivered at home to go with their Netflix binge or a beautiful beach-side restaurant with the views of Ain Dubai.