The growth of food delivery and ghost eateries—restaurant operations that don't have a physical storefront customers can visit—are greatly impacting the food industry and the customer experience. These eateries are popping up everywhere, and they exist solely to fulfill online orders placed on food delivery websites and apps. One example is Butcher Block, which sells sandwiches in New York exclusively on Seamless.
This means it's more important than ever for bakeries to embrace online ordering and unique in-store experiences. Here's how brick-and-mortar bakeries can stay competitive with online- and delivery-only food businesses.
Why Should I Know About Them?
Consumers place a priority on convenience and seamless technology experiences. Ghost eateries are accommodating this demand by focusing solely on bringing food directly to customers.
What Should my Bakery Do About Ghost Eateries?
Embrace online ordering: While becoming a ghost eatery likely isn’t in the cards for many bakeries, it’s important to understand the implications of the trend: Online ordering and delivery can help your business keep pace with consumers’ growing demands.
Take a page from a pro: Baked by Melissa in New York offers a variety of minicupcakes for same-day delivery in some parts of Manhattan, as well as nationwide shipping.
Boost the in-store atmosphere: When consumers choose to visit food businesses instead of ordering online, they expect something special. Make sure your bakery offers a positive, memorable experience through unique decor, strong customer service and variety.
Take a page from a pro: Georgetown Cupcake in Washington, D.C., provides an Insta-worthy pink interior, but customers line up to get a peek at the many, many cupcakes in the display case. In addition to 18 “classics,” Georgetown Cupcake offers daily and monthly specials, so customers can try something new every time they visit.