Thought Shrapnel

This is the next step after ‘ghost kitchens’ — a multitude of virtual brands that basically offer the same thing but packaged differently. As the article explains, the step after this is inevitable: companies like Uber Eats cut out the middleman and open their own ghost kitchens and virtual brands.

Proponents of digital brands and ghost kitchens often pitch them as a way for chefs to experiment. When you don’t have to lease new space or hire new staff, it becomes less costly to try something new. At the same time, the availability of data about what works, platforms that algorithmically reward success with more success, and the way people search for generic products all create evolutionary pressure in the same direction. It’s a push-pull we’ve seen play out on other platforms. In theory, people are free to try weird things; in practice, most everyone makes wings.