PLANT SCIENCE TODAY

ISSN 2348-1900 (online) HORIZON

Vol x(x): xx–xx e-Publishing Group
[Link]

REVIEW ARTICLE

A systematic literature review of cloud kitchen

Harini P1, A Rohini1*, S Selvanayaki1, M Prahadeeswaran2, R Pangayar Selvi3 & Shokila C1

Department of Agricultural and Rural Management, Tamil Nadu Agricultural University, Coimbatore 641 003, Tamil Nadu, India
1

Department of Agricultural Economics, Tamil Nadu Agricultural University, Coimbatore 641 003, Tamil Nadu, India
2

3
Department of Physical Science and Information Technology, Tamil Nadu Agricultural University, Coimbatore 641 003, Tamil Nadu, India

*Email: rohinihariprakash@[Link]

OPEN ACCESS Abstract

The concept of cloud kitchens, or ghost kitchens, has emerged as a transformative
ARTICLE HISTORY
Received: 20 October 2024
trend in the food service industry, offering an economical and efficient model that
Accepted: 25 October 2024 eliminates the need for physical dining spaces and focuses solely on delivery and
Available online takeout. This approach provides several advantages, including reduced overhead
Version 1.0 : 25 January 2025 costs, operational efficiency, scalability and expanded market reach through
virtual platforms. However, market saturation, building brand visibility and
maintaining food quality remain significant hurdles. Future trends may involve
Additional information multi-brand operations within a single kitchen, advanced technology integration,
Peer review: Publisher thanks Sectional Editor eco-friendly practices and suburban and rural areas expansion. By addressing
and the other anonymous reviewers for their these challenges, ghost kitchens can capitalise on their innovative potential to
contribution to the peer review of this work.
reshape the food service landscape.
Reprints & permissions information is
available at [Link]
journals/[Link]/PST/open_access_policy Keywords
Publisher’s Note: Horizon e-Publishing Group cloud kitchen; consumer choices; covid-19 pandemic; customer loyalty; ghost
remains neutral with regard to jurisdictional kitchen
claims in published maps and institutional
affiliations.

Indexing: Plant Science Today, published by Introduction

Horizon e-Publishing Group, is covered by
Scopus, Web of Science, BIOSIS Previews, As there is a shift in consumer preferences, technology outbreak and the increase of
Clarivate Analytics, NAAS, UGC Care, etc innovative business models, the food service industry has come across a drastic
See [Link] transition in recent times. One such new idea that become popular is the ghost
[Link]/PST/indexing_abstracting
kitchen, also referred to as virtual or cloud kitchens. These kitchens mainly focused
Copyright: © The Author(s). This is an open- on accepting orders and delivery of it on time through virtual platforms and other
access article distributed under the terms of delivery providers, working without a physical existence (1, 2). There are various
the Creative Commons Attribution License,
which permits unrestricted use, distribution advantages of virtual kitchens to both customers and operators. By deduction of the
and reproduction in any medium, provided need to pay rent, elaborate décor and a huge team of front-of-house employees, it
the original author and source are credited
([Link] also provides for cost savings (3). Ghost kitchens can now focus their resources on
by/4.0/) increasing the food preparation process, delivery system and quality control by
focusing on professional cooking facilities (2). Additionally, by streamlining
CITE THIS ARTICLE procedures and targeting only order delivery this model enhances operational
Harini P, Rohini A, Selvanayaki S, efficiency and effectiveness and helps in implementing lean concepts and waste
Prahadeeswaran M, Selvi RP, Shokila. A reduction methods (4, 5). The scalability of virtual kitchens is one of the key features.
systematic literature review of cloud
kitchen. Plant Science Today (Early Access). Ghost kitchens are now able to grow fast or reduce their operations concerning
https:/[Link]/10.14719/pst.6016 market demand, by allowing them to adapt to the constantly changing conditions
of the food service industry (5, 6). And ghost kitchens can widen their client base by
overcoming geographic barriers by utilizing virtual platforms and food delivery
systems. this will enhance their market access, market reach and client loyalty (7).
cloud kitchen is a significant trend in the food and beverages industry. particularly
during the covid-19 pandemic. the pandemic has accelerated the shift towards
online food ordering and it benefits cloud kitchen models. cloud kitchen has proven
to be a promising strategy for culinary businesses, especially small and medium

Plant Science Today, ISSN 2348-1900 (online)

HARINI ET AL 2

enterprises during and after the pandemic. cloud kitchen use ai- Results
driven analytics and iot integration to enhance efficiency and
Benefits of Cloud Kitchens
customer engagement. cloud kitchens leverage digitalization to
improve service quality, resulting in increased customer Cost Savings: Cloud kitchens can save money by reducing all
satisfaction. this integration allows for secure data processing, costs related to real estate, ornate decor and a huge number of
digital analytics and decentralization of cloud storage to house workers. Traditional hotels regularly incur high overhead
promote the cloud kitchen effectively. ghost kitchens have costs due to their locations, expensive interior decorations and
various advantages at the same time they have some their staff members who are working to provide better service to
drawbacks. as they are working in virtual mode, creating brand their customers. By working out of commercial cooking locations
awareness and client interaction is hard. this draws attention to instead of a dine-in area cloud kitchens can save costs and
efficient marketing strategies and a strong virtual presence (8, 9). thereby increase their profits (1, 2). The reduction in cost by
another important factor is preserving food quality and taste at removing the need for restaurant workers like servers, hosts and
the time of delivery, which requires a focus on packaging customer care agents helps cloud kitchen owners, concentrate
methods, temperature control procedures and delivery route and invest the saved money on other things or facilities required
mapping (10). in addition, ghost kitchen operators should deal to improve their business. Comparing traditional restaurants with
with market saturation, tough rivalry and regulatory compliance ghost kitchens, cloud kitchens can access cheaper labour costs as
(11, 12). they are mainly operated by a small group of people who are
concentrating on preparing food, packaging, minimizing food
waste and delivering food on time. By reducing expenses of
Materials and Methods overhead and focusing their efforts on improving food
preparation processes, delivery logistics and targeting efficient
PRISMA flow chart (Fig. 1) is used for the inclusion/exclusion
order delivery and quality checks of food, cloud kitchen operators
process. The PRISMA flow chart is crucial for displaying the study
can provide excellent services to their customers (3). All this can
selection process, including inclusion and exclusion criteria. The
be achieved because of ghost kitchens and their cost-cutting
PRISMA statement and its associated resources aim to enhance
strategy so that businesses can maintain a competitive advantage
the clarity and transparency of systemic reviews and meta-
in the market while concentrating on their strengths (2).
analyses. The articles and data are selected from Scopus and
Web of science database structures from which some articles are Operational Efficiency: Ghost kitchens gain operational
selected and some are excluded. efficiency by simplifying procedures and focusing only on
preparing and delivering food so that they can concentrate on
Search strategy: The word string used for the search of the
meeting the various needs of the consumers (5). Compared to
literature is “cloud kitchens” or “ghost kitchens” or “virtual kitchen”
traditional restaurants, which take up various activities related to
and “hotel and restaurant” and “food industry” and “post covid
dine-in services, cloud kitchens can focus mainly on fulfilling
trends” and “contactless delivery” and “consumer behaviour” and
orders. Cloud kitchens can simplify business activities and can
“online order”.
now adopt lean principles by eliminating all the necessities of
table service, maintaining ambiance and front-of-house

Fig. 1. PRISMA flow chart.

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operations. Ghost kitchens will help reduce waste, increase (15). In Jaratka at least seven kitchen players exist with various
productivity and frequently focus on increasing their operations market positions and strategies, including support from MSME
with this strategy (4). By reducing waste and by using all available empowerment. They typically receive orders through online
resources, cloud kitchens can gain a competitive advantage by platforms like Swiggy and Zomato. It offers opportunities for
managing inventory efficiently and effectively, using optimal business growth and launching digital brands. The model's
kitchen layouts and by just-in-time production techniques. Ghost success relies on continuous market analysis and adaptation to
kitchens can use technology and data-driven methods to identify changes with innovative strategies (13).
and solve operational bottlenecks, which will improve the overall Challenges and Considerations
efficiency and effectiveness of the business (12).
Brand Visibility and Customer Engagement: Ghost kitchens
Scalability and Flexibility: This model provides high scalability face numerous problems in developing customer interaction
and flexibility, which is beneficial for the present food service and brand awareness as they don't have a physical existence.
industry where consumer needs and market demands can Traditional dining establishments can create brand awareness
change drastically overnight (5). Ghost kitchens can freely and attract customer loyalty by utilizing their physical existence,
expand and reduce their business operations because of the atmosphere and face-to-face interactions (8). But ghost kitchen
changes in the demand-supply condition of the market when operations are virtual, creating a strong brand awareness and
compared to traditional restaurants as a sudden change in establishing relationships with customers is challenging. In these
market demand and supply will incur huge losses. Cloud circumstances, the progress of ghost kitchens relies on creating a
kitchens can freely increase or decrease their delivery areas, strong virtual presence and effective marketing strategies as a
menus and production capacity (6). This flexibility of cloud replacement for physical restaurants or hotels. It is advised to
kitchens has provided businesses to adapt to the ever-changing ghost kitchen owners to know the importance of creating
conditions of the market and gain benefits. Hence cloud kitchens interesting web content, allot resources for digital marketing
can lower the risks of overcapacity or lesser utilization of programs, using social media platforms, search engine
resources by guaranteeing optimum resource allocation and optimization and concentrating on online advertising to increase
maximizing profits (4). Cloud kitchens can quickly increase their their brand awareness and attract loyal customers (9).
production activities in case of a rise in demand by employing
more employees or by expanding their kitchen space. On the Food Quality and Consistency: Ghost kitchens should investigate
contrary, when demand in the market reduces, they can reduce the problems of preparing and looking into consistent meal
their expenses by withdrawing activities, thereby cutting down quality and ensuring that it will be appetizing at the delivery time.
the costs and reducing the incidence of risk and loss (10). In traditional restaurants, people used to eat food as soon as it
was ready to consume, whereas ghost kitchens depend on
Increased Reach and Market Access: Cloud kitchens have delivery agents to deliver the food to customers' doorstep. At this
gained customer loyalty and entered new markets by using time the food may encounter surrounding temperatures, jostling
online apps and food delivery services, overcoming the and other various factors that can affect its quality. Hence here
limitations of geographical barriers faced by the traditional food comes the significance of appropriate packaging methods,
and beverage industry. Traditional restaurants are constrained temperature control precautions and proper delivery services to
by their physical locations, serving customers of those locations investigate this problem. The kitchen owners should focus on
only, whereas cloud kitchens are addressing this barrier by specialized packaging techniques, insulated delivery containers
partnering with various delivery services and by taking and optimized delivery routes to make sure the food is delivered
advantage of online platforms. This provides businesses with a to the customer's doorstep in a good stage, with good flavours,
wide range of customers and gets to know their variety of textures and appropriate visual appeal. There is a need for ghost
demands thereby gaining more customers irrespective of which kitchens to follow strict precautions related to quality control and
locations they come from by this they can gain the loyalty of the to provide comprehensive training to their workers on food
customers. Cloud kitchens or Ghost kitchens can plan and locate preparations, packaging and temperature maintenance at the
their services in places where there is high demand and lesser time of the delivery process (10).
operational or working costs, thereby increasing their market
access and reach resulting in higher profitability. By using data Customer loyalty: As these kitchens operate completely through
analytics and market insights, ghost kitchens can know about virtual mode creating customer awareness and customer loyalty
areas that are not served properly and focus on it, or by knowing is hard (8). The major challenges faced are low brand visibility,
the new trends in the market they can reshape their operations tough competition on delivery apps, no face-to-face customer
which results in increasing their profits and gaining access to new interactions and depending on third-party logistics. To create
opportunities available in the market thereby gaining their own identities, the owners should adopt certain strategies
competitive advantage. Ghost kitchens can leverage their online like using social media marketing, ensuring products are of good
presence to reach customers from various geographic locations, quality, coming up with customer loyalty programs with
resulting in a wider variety of cuisine options and catering to food personalized offers and crafting their brand identity. Online
choices or tastes that are not available in some locations (7). brands can perform well when these challenges are addressed
on time with proper strategies (13).
Case studies about Cloud Kitchen
Regulatory Compliance: For ghost kitchens regulatory
Cloud kitchens have emerged as a significant trend in the food compliance plays a vital role, since these kitchens must follow
industry and it operate in a hub-and-spoke model. Companies laws and license requirements regarding labour standards, food
like Rebel Foods have adopted this technology platform to drive hygiene and food safety. In case of failure to follow these
their operations to increase efficiency and customer engagement

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HARINI ET AL 4

regulatory rules and guidelines may result in fines, legal restaurant brands into a single location. This strategy enhances
repercussions and reputational damage to the company. Hence the usage of kitchen space allowing for variety and
ghost kitchen operators must make sure that they are following accommodating a wide range of clients’ expectations. Operators
all necessary health and safety measures, enforce strict food can now target various clients’ demographics and give a wide
handling techniques and provide their employees the needed variety of dine-in alternatives by operating various virtual brands
instructions on good food and safety practices. Hence cloud from a single ghost kitchen, reducing the necessity for separate
kitchen operators should be aware of all this regulatory physical stores. Ghost kitchens can now take benefit of new meal
compliance to sustain in the market for the long run failing to do trends and specialized client tastes by adopting this technique to
this will result in damage to the brand image which will directly reach a wider customer base. And, by using the same kitchen
affect the business negatively and may also lead to the closure of resources and personnel to make and pack orders for numerous
the business (4). online brands, the multi-brand model helps effective and
Competition and Market Saturation: This is the most recurring efficient sharing of resources. In addition to increasing the usage
threat, of the market reaching saturation and rivalry between of kitchen resources, this also lowers the cost and helps in saving
brands affecting the business adversely. As ghost kitchen money (10).
industries have fewer entry restrictions and the importance of Sustainability and Eco-Friendliness: Cloud kitchens will give
cost reductions, a high number of competitors may end up in the prominence to sustainable practices because of an increase in
market, resulting in oversaturation and tough competition for environmental issues, like reducing food wastage, increasing in
consumers' attention, loyalty and market share. Ghost kitchens usage of eco-friendly packaging materials and implementing
need to overcome their competitors in a crowded market by energy-efficient techniques (11, 15). This strategy aligns with the
delivering something unusual like focusing on customized increase in customer demand for companies that focus on
services, running smoothly and adopting smart marketing environmental sustainability. Waste management strategies
methods. Ghost kitchens can get a competitive advantage in the include distributing extra food to poor or related working
market only by establishing unique menus, using data-driven organizations or converting organic waste into compost or
insights to meet local needs and expectations and providing top- biofuel, which can later be utilized in their kitchens (16). Cloud
notch customer service. Cloud kitchens should regularly kitchens can also use recyclable or biodegradable packing
investigate the ever-changing demand of the markets and materials, to reduce the harmful impact on the environment.
should adapt to it accordingly to stay long in the business (12). Additional methods to make ghost kitchen operations eco-
Future Trends and Prospects friendly involve using energy-efficient cooking materials,
renewable energy sources and sustainable supplies. Ghost
Technology Integration: Ghost kitchens are adopting kitchens can attract environmentally aware clients' attention
technology at high speed to improve their customers' and brand them as conscientious corporate citizens by
experiences resulting in customer satisfaction, expediting implementing sustainable methods (17). Recently cloud kitchen
operations and improved delivery services. The roles of has adopted eco-friendly technologies for food packaging.
technology are crucial and automation, artificial intelligence (AI) Biodegradable nanocomposite materials are being developed to
and sophisticated analytics will play vital roles in increasing reduce fossil fuel use and promote sustainability. To reduce
productivity and enhancing creativity in the cloud kitchen carbon emissions by 63% clod kitchen uses this type of
business model (8). Ghost kitchens are adapting data-driven packaging. Bio-based packaging technologies have shown
strategies to know demand trends, customer preferences and promise in improving food safety and quality and meeting
operational challenges. Cloud kitchens are now able to environment-friendly solutions. These technologies
investigate their production and resource allocation and set demonstrate the potential benefits of packaging foods by
menus based on data received from online orders, delivery addressing environmental and improving operational efficiency.
schedules and client reviews (14). Additionally integrating
automation technology can increase productivity, reduce Expansion into Suburban and Rural Areas: Even though ghost
human errors and increase uniformity in food quality and kitchens are operating majorly in cities, there are chances to
standards. Examples: - robotic meal preparation systems and enter suburban and rural areas. This will help grow and meet the
automated order management systems. Predictive analytics high demand for fast food delivery services in these areas and
driven by artificial intelligence can assist ghost kitchens in attract new customers. Ghost kitchens can now take advantage
predicting an increase or decrease in demand (1). of the increasing trend of using Android applications and virtual
food delivery platforms to meet clients in suburban and rural
Branding Strategies areas where there will not be many options for traditional
Cloud kitchen also known as ghost kitchens and it emerging has restaurants and hotels. Ghost kitchens will address the changing
a promising business model in the food and beverage industry. requirements of regional clients for easy accessibility and
Successful branding strategies for Cloud Kitchen include social convenience so setting up strategic sites or collaborating with
media marketing and electronic world-of-mouth (e-WOM) to delivery agents. By providing a wide variety of options, this
increase and build brand awareness and purchase intentions. growth will reduce the problems faced with "food deserts,"
Online applications and web advertisements play a major role in which are areas with very little access to fresh meals (7).
cloud kitchen marketing (16). Branding strategies help to tackle Collaboration and Partnerships: Ghost kitchens should enter
many challenges faced by the cloud kitchen. joint ventures and strategic alliances with technological
Multi-brand Strategy: Some ghost kitchen operators are coming companies, food delivery platforms and other market agents.
up with a multi-brand approach, combining various online These collaborations will access new markets, which will enhance

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operational capacities and give synergies. While working together methods. Focusing on kitchen sanitization procedures became
with ghost kitchens will give certain benefits to the existing the top priority (23). At the time of the pandemic, ghost kitchens
delivery partners and customer relationships of food delivery took advantage of their flexibility to Fastly modify menus and
apps and expand their client base. Cloud kitchens can increase products to ever-changing client's preferences (24). Ghost
their order administration, tracking of delivery and linking the kitchens offered food enterprises a sufficient choice by providing
customer to communicate their operations by usage of these contactless delivery and utilizing their resources during a tough
platforms. By collaborating with technological companies, ghost period of low dine-in traffic. The pandemic proved the
kitchens can take benefit of state-of-the-art automation, importance of digital marketing to create brand awareness and
predictive analytics and inventory management techniques, customer interaction (25).
which will enhance their operational effectiveness, efficiency and Operations of Cloud Kitchen: The significant ideology behind
competitiveness. To create synergies and benefits, ghost kitchens cloud kitchens refers to offering menus from numerous brands
investigate to collaborate with other industry participants like while centralizing the manufacturing and preparation process in
food producers, suppliers, or related companies (18). a single location (6). This concept makes it possible to use
The COVID-19 Pandemic's effects resources effectively, thereby cutting overhead expenses and
Every aspect of our lives was greatly impacted by the COVID-19 serving an array of customers by using a variety of virtual
epidemic and the food and beverage business were no restaurant brands. They signify the importance of automated
exception. Traditional dine-in restaurants, which were previously cooking tools, an easy order management structure and a well-
active areas of social exchange and delicious research, but optimized workflow process to ensure timely order delivery-a
during the pandemic focused on social distancing policies and fundamental component of cloud kitchen operations (24). They
the importance highlighted on contactless services. As believe that a smooth order administration can be obtained if
consumers shifted towards safer choices out of fear of the high the cloud kitchens rely on online ordering platforms and
chances of exposure dangers with dining in-person, the integrated point-of-sale (POS) systems. This use of technology
pandemic helped as a major player in the expansion of ghost leads to efficient communication between the kitchen and
kitchens. With their primary focus on virtual ordering and delivery staff, thereby allowing customers to book orders via
delivery systems, ghost kitchens were the best choice for different mediums including websites, smartphone apps and
customers. With the help of this model, customers were enjoying third-party delivery platforms. The overall process of order
restaurant-calibre cuisine with the comforts and security in their fulfilment is streamlined by this error-free technological
own homes. It was a practical and safer choice (19). Concerning integration, enhancing both operational effectiveness and
changing customer tastes, the pandemic forced already-open customer happiness (26). Making an effective usage of data
establishments to change or face closure. Noted a critical trend analytics and consumer feedback to filter out menu options,
as a survival strategy, traditional eateries are strategically shifting pricing schemes and delivery areas is one of the main
towards the ghost kitchen concept. Lockdowns and social advantages of Cloud Kitchen. Their operators are bound to well-
distance protocols restrained these restaurants from providing versed judgments regarding inventory management, ingredient
dine-in service, but they can still serve their customers through procurement and menu curation by studying consumer
ghost kitchens and provide delivery and takeout options. This preferences and trends of the orders. In addition, this data-driven
move was a clever move that most restaurants increased sales; it phenomenon succours cloud kitchens to remain ahead of the
also helped them to keep in touch with their customers through time to increase productivity and decrease the amount of food
difficult times (20, 21). The covid influenced consumer waste, by foreseeing and meeting changing client needs (13).
behaviours that crossed beyond delivery choices. It draws Streamlining Operations through Technology: Technology's
attention to the increase in popularity of virtual meal ordering pivotal role in cloud kitchen operations, with a focus on the
and delivery systems. Because of the avoidance of public essentials of cloud kitchen management software (CKMS). They
gatherings/meetings and staying at home, virtual food delivery claim that the potential to handle numerous virtual brands,
platforms become crucial for businesses and customers. Ghost orders and delivery operations from a lone platform has made
kitchens were well-positioned to reap benefits from this as they CKMS a wonderful tool. Special features like inventory control,
mostly worked through these online platforms. Their importance customer relationship management (CRM), real-time order
on virtual ordering and delivery combined well with the "new tracking and analytics for data-driven strategy are frequently
normal" of remote employment and social alienation. Because included in these software packages. Cloud kitchens may
of cloud kitchens, it was possible to have a world of culinary effectively automate and optimize a range of activities through
alternatives delivered right to the home with only a few phone the integration of these technologies, leading to more efficient
taps during a crucial period when going out was dangerous (17). operations and improved decision-making (27). Technology’s
The ghost kitchen pandemic was with difficulties, though. Ghost importance in cloud kitchen operations can be achieved by
kitchens faced various challenges despite their popularity, which emphasizing the use of online ordering platforms and connected
included supply chain disruptions, changing customer demand point-of-sale systems. These tools offer smooth communication
because of lockdowns and economic concerns with the strict between the kitchen and delivery person, allowing customers to
health and safety regulations (22). However, ghost kitchens place orders via a variety of channels- that includes websites,
exhibited incredible tenacity even during these difficulties, mobile apps and third-party delivery platforms. This
Operators of ghost kitchens came up with innovative ways to technological integration minimizes unwanted delays and
overcome these challenges like the Adoption of tamper-evident ensures on-time order delivery without degrading the customer
packaging, dedicated deliveries and contactless delivery experience (26).

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HARINI ET AL 6

Supply Chain Management and Partnerships: To meet the Kitchens may develop a loyal client base, create brand
demands of various virtual brands and manage the bulk of awareness and enhance their exposure by using digital
orders, it is essential to keep a continuous supply of high-quality marketing channels and customer-centric techniques (29).
ingredients and packaging. It helps in quick delivery, controls Expansion and Scalability: When the ghost kitchen's popularity
inventory levels and reduces the importance of collaborations increases, they go to organize for scalability and strategic
with outside delivery aggregators like Grubhub, DoorDash and expansion. Suggesting operators expand their operations into
Uber Eats for cloud kitchen success. Through these partnerships, new markets, framing agreements with franchises, or seeing into
cloud kitchens can reach a wide user base and capitalize on the other channels of income like retail product lines or catering.
platforms' well-settled delivery networks and marketing Ghost Kitchens can lock new chances, widen their customer base
resources. Cloud kitchens may catalyse their visibility, reach a and increase revenue by taking an appropriate approach to
wider spectator and offer clients a flawless delivery experience growth and diversification (13).
by utilising these collaborations, which will eventually lead to an
increment in numbers of sales and profitability (28). Data-driven decision-making: Business intelligence and data
analytics tools play important roles in the ghost kitchen market.
Quality Control and Food Safety: They say that strong quality Using these technologies to get updates on market trends, client
control processes are essential as these facilities look after bulk choices and operational effectiveness is essential for being
orders and serve a variety of virtual brands. This entails putting in competitive and making wise choices. Ghost kitchen operators
place stringent food handling procedures, upholding hygienic can be competitive in the fast-changing food service industry by
guidelines, carrying out periodic inspections and ensuring the optimizing their operations, customizing services according to
right temperature during the preparation and delivery processes. customer's needs and preferences and using data-driven
By following strict food safety and quality guidelines, cloud decision methods (27).
kitchens may win over clients' faith and develop a solid name in
the industry (13, 26). The function of cutting-edge technology in Talent Acquisition and Development: The importance of
regulating and preserving ideal cooking conditions, temperature drawing attention and maintaining top-level chefs, delivery staff
control and food safety factors, such as Internet of Things (IoT) and operational managers to ensure reliable quality and efficient
sensors and automation systems. By giving cloud kitchens and effective operations in ghost kitchens. To maintain high-
access to real-time data and its analytics, this software enables quality standards of service and products - which are important
them to detect and resolve possible issues, guaranteeing for maintaining reputation and building customer loyalty in the
continuously high standards of food safety and quality (13). The ghost kitchen industry and investment for acquisition and
value of employee training initiatives in cloud kitchen development activities are important (22).
management. Cloud kitchens can enhance food safety by Consumer behaviour
requiring personnel to complete extensive training and abide by Consumer Attitudes and Preferences: The importance of
standard procedures. Not only do well-trained employees help understanding consumer attitudes and preferences regarding
to uphold strict guidelines for food safety and quality, but they ghost kitchens varies based on demographics. Their opinions are
also enhance operational effectiveness and consumer happiness mainly dependent on marital status and gender because single
altogether (26). individuals and males showed highly positive attitudes when
Effective management and growth strategies for Cloud kitchens compared with married individuals and females. Hence ghost
Location Selection: The importance of selecting the best area kitchen operators need to focus on customization like coming up
for cloud kitchen facilities takes into consideration variables like with offers and marketing plans to effectively target diverse
population density, demand trends and distance from delivery demographic customers (30).
locations. They claim that these elements are crucial to Purchase Intention and Behaviours: “Perceived risk, perceived
guarantee on-time deliveries and effective operations, both of usefulness and perceived ease of use significantly influence
which are important parts of the ghost kitchen business model. consumer purchase intention and behaviours toward cloud
Cloud kitchen owners can optimize their reach, lessen delivery kitchens"(31). This shows the consumer attitude towards
times and ultimately improve customer satisfaction by properly deciding to buy or not and to make a purchase the process
selecting strategic locations (26). should be simplified (15).
Brand Portfolio Management: They highlight that while The Role of Technology: Website design, mobile app usage,
selecting which brands to keep in their portfolio, ghost kitchen virtual ordering systems and unified delivery platforms greatly
operators need to consider aspects like demand in the market, influence consumers' views and buying decisions regarding
competitiveness and chances for expansion. By adopting a ghost kitchens. This shows the importance of investing in
systematic approach to brand management, ghost kitchens are integrated, user-friendly technology solutions to enhance
being competitive in the market by meeting the needs of a customer satisfaction levels (32).
variety of customers and staying relevant (24). Online Purchasing Intention: During covid dependency on
Marketing and Customer Engagement: Play an important role online food delivery systems increased. To increase customer
in social media platforms, loyalty programs and customized loyalty and encourage repeat online purchases, cloud kitchen
services that have in developing consumer loyalty and operators should focus on creating trust with customers and
establishing successful marketing services. In the highly ensuring a smooth online purchasing experience (33).
competitive market, these activities are important to draw the Post-Pandemic Consumer Behaviours: Because of the easy
attention of consumers and maintain consumer loyalty. Ghost usage and security system, ghost cooking services become

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during the Covid-19 Pandemic. International Journal of Hospitality
and Tourism Systems. 2022;15(COVID-19 Issue):76.

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