I was introduced to the idea of ghost kitchens a couple years ago. Initially, I was pretty keen on the idea. But at the time, we already had ghost kitchens operating in LA, and since then we've seen more open up. What have I not seen? Cheaper costs as a result. Now, delivery apps are flooded with a bunch of companies I've never heard of, I don't know if they're good, I don't know if I can trust them, and at the end of the day they're simply not cheaper for the consumer (one of the touted advantages).

I still think the idea has potential, and it sounded like Cloud Kitchens was genuinely doing some innovative stuff (I interviewed with them﹡), but I'm not convinced that potential will actually be realized. If the market shows it is willing to bear $X for some Nashville hot chicken, what motivation does an operator in a ghost kitchen have to undercut that rather than try to increase their razor thin margins?

At the end of the day, my excitement around the idea is around enabling entrepreneurial chefs, but it's sort of like a talent show - for every 1 great talent, there will be hundreds of less stellar entries, plus the inevitable business folks. It's an interesting idea, and it'll be interesting to see how it plays out over the coming years. That said, I'm more likely to support good brick and mortar companies that help build up the neighborhood community (especially in a city like LA that generally lacks a sense of community).

﹡They spent more time touting their FAANGU(ber) employees than selling the company and ultimately the in-person experience was one of my most loathed interview experiences. This was awhile ago, things could have improved since then.