Culinology - September 2020 - 36

EXPERT voices

"A ghost kitchen has none of the things
we commonly associate with a restaurant,
namely servers, seating and signage."
Christopher Sebes, restaurant technology strategist

A flexible menu encourages
customers to become
"regular" patrons.
Photo credit: From left, Eddie's of
Roland Park, 800

36 |

At the onset of COVID-19, Wingstop Inc.,
Dallas, moved to close its dining rooms and
shift to 100% off-premises. The company
was well-positioned based on its preCOVID investments in digital and technology
platforms, allowing for the brand to shift from
80% off-premises and adapt to the change in
consumers' dining behaviors. The resiliency
of Wingstop was demonstrated in its April
2020 same-store sales growth of 33.4% and
65% digital sales, which included a delivery
sales mix of more than 30% of total sales.
In efforts to continue the growth trajectory
and adjust to the changing landscape, the
company opened its first domestic ghost
kitchen in Dallas on July 1. It spans less than
400 square feet, compared to Wingstop's
average restaurant footprint at approximately
1,750 square feet, while offering the
same menu.
"We have a goal to digitize 100% of
transactions as we drive to become a top10 global restaurant brand and we believe
ghost kitchens are a great step for the brand
as delivery and digital sales continue to
increase," said Charlie Morrison, chairman
and CEO.

Culinology | SEPTEMBER 2020

Culinary innovation
Specialty food purveyor Eddie's of Roland
Park, Baltimore, operates a pseudo ghost
kitchen in its brick-and-mortar retail store.
The company started a "Staycation Supper
Club," a summer adventure series that
combines heat-and-serve convenience with
the thrills of culinary tourism. Featuring an
array of global, chef-prepared dishes, the
pay-as-you-go series offers a bi-weekly,
$99.99 prix fix menu designed to serve
six, along with free curbside pickup or
contactless delivery.
The concept was the company's answer
to its customers' appetite for adventure while
acknowledging current travel limitations. The
program kicked off with Tropical Paradise, a
menu of grilled shrimp and chicken kabobs,
tropical gazpacho, fiesta slaw, coconut rice
pilaf and a key lime tart.
Taste of the Bay is the current menu
and includes peel-and-eat jumbo steamed
shell-on gulf shrimp with onions and
Old Bay seasoning, Yukon potato salad,
tomato cucumber salad and cherry pie. To
accompany the meals, the company issued
a free Staycation Supper Club soundtrack
on Spotify, consisting entirely of music
from current Baltimore-area musicians
and bands.
Another modified ghost kitchen
concept is a partnership
between supermarket chain
Tom Thumb based in Dallas
and Terry's Black Barbecue,
a Texas restaurant with
locations in Dallas and
Austin. In response to the
changing dining scene,
Terry's pivoted its business
model and is now bringing
its smoked meats directly to
neighborhoods by packaging
and stocking top-selling menu
items at five Tom Thumb locations. *
Culinology - September 2020

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