{"id":19423,"date":"2020-02-13T00:00:00","date_gmt":"2020-02-13T00:00:00","guid":{"rendered":"https:\/\/www.isdi.education\/mx\/el-boom-de-las-ghost-kitchens\/"},"modified":"2020-02-13T00:00:00","modified_gmt":"2020-02-13T00:00:00","slug":"el-boom-de-las-ghost-kitchens","status":"publish","type":"post","link":"https:\/\/www.isdi.education\/mx\/blog\/el-boom-de-las-ghost-kitchens","title":{"rendered":"El boom de las \u201cGhost Kitchens\u201d"},"content":{"rendered":"
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Por Mauricio Cabrera<\/strong><\/p>\n

Un restaurante que no existe. Una bodega convertida en negocio culinario. No solo porque delegar en un tercero la entrega de productos provoca un replanteamiento del negocio, sino tambi\u00e9n, porque esa v\u00eda de distribuci\u00f3n invita a la generaci\u00f3n de una modalidad que al tiempo que reduce costos, permite un prueba y error en cuesti\u00f3n de horas: las Ghost Kitchens.\u00a0<\/p>\n

\u00bfQu\u00e9 son las Ghost Kitchens?\u00a0<\/strong><\/p>\n

Se trata de restaurantes que existen solo para plataformas de entrega de comida a domicilio. Si bien es en Estados Unidos donde se est\u00e1 produciendo el mayor n\u00famero de casos, en M\u00e9xico, Hooters adem\u00e1s de sus restaurantes f\u00edsicos, ha optado por operar bajo este modelo en zonas como Santa Fe, donde en vez de incurrir en el costo de abrir un establecimiento cuenta con un peque\u00f1o espacio en la parte posterior de Garden Santa Fe para entregar los pedidos que surjan a trav\u00e9s de Uber Eats y de su propio servicio a domicilio.\u00a0<\/p>\n

\u00bfPor qu\u00e9 tener una ghost kitchen?\u00a0<\/strong><\/p>\n

    \n
  • Bajo costo de entrada: <\/strong>en Estados Unidos, de acuerdo a The Hustle, un buen restaurante en una de las ciudades m\u00e1s grandes del pa\u00eds requiere de una inversi\u00f3n m\u00ednima de un mill\u00f3n de d\u00f3lares<\/li>\n
  • Prueba y error:<\/strong> este modelo permite ajustar d\u00eda con d\u00eda, con lo que tanto la compra de ingredientes como el men\u00fa que se ofrece puede variar acorde a la inteligencia generada a trav\u00e9s de las \u00f3rdenes recibidas\u00a0<\/li>\n
  • Crecimiento sostenido: <\/strong>en su reporte anual de Comercio Electr\u00f3nico, la Asociaci\u00f3n Mexicana de Internet afirm\u00f3 que un 47% de los 83 millones de mexicanos que compran en l\u00ednea lo hacen en la categor\u00eda de comida r\u00e1pida, solo por debajo del 65% que lo utiliza para transporte. A nivel general, el revenue de Uber Eats creci\u00f3 un 149% de 2018 al 2019 para cerrar en mil 500 millones de d\u00f3lares<\/li>\n<\/ul>\n

    \u00a0<\/p>\n

    Grandes inversionistas invierten en Ghost Kitchens\u00a0<\/strong><\/p>\n

    La oportunidad de negocio empieza a ser muy valorada por emprendedores digitales como Travis Kalanick, fundador de Uber y ex CEO de la misma, y por empresarios del ramo, como Tilman Fertitta, due\u00f1o de Mortons y Landry\u2019s, entre otros.\u00a0<\/p>\n

    Kalanick, tras una serie de desencuentros con el Consejo Directivo de Uber, decidi\u00f3 vender 90% de sus acciones y finalizar su participaci\u00f3n en la empresa para enfocarse en CloudKitchens, startup respaldada con 400 millones de d\u00f3lares provenientes del Rey de\u00a0 Arabia Saudita que busca convertirse en el equivalente al WeWork de los restaurantes y que ya cuenta con espacios disponibles en Los \u00c1ngeles, Chicago y San Francisco; adem\u00e1s de estar preparando su potencial aterrizaje en M\u00e9xico y otros pa\u00edses de Latinoam\u00e9rica. La empresa de Kalanick ofrece equipamiento, infraestructura y servicios para un mercado que en Estados Unidos vale 35 mil millones de d\u00f3lares al a\u00f1o.<\/p>\n

    Muy a su estilo, Tilman Fertitta, tambi\u00e9n due\u00f1o de los Rockets de Houston de la NBA, apuesta por lo mismo. Tras asegurar que el boom del food delivery ser\u00eda pasajero, termin\u00f3 por reconocer que se hab\u00eda equivocado y que es el consumidor el que dicta el camino a seguir, lo que lo llev\u00f3 a adquirir Waitr en mayo de 2018 por 305 millones de d\u00f3lares. Enseguida, asegur\u00f3 que su estrategia ser\u00e1 la que utiliz\u00f3 en el modelo de restaurantes tradicionales, \u201cser Pac-Man y comerte a todas las empresas peque\u00f1as para ver qu\u00e9 pasa. Queremos comernos a nuestra competencia\u201d, dijo con el hambre de quien detecta una gran oportunidad.<\/p>\n<\/div><\/div>\n<\/p><\/div>\n<\/section><\/div>\n","protected":false},"excerpt":{"rendered":"

    La revoluci\u00f3n de los servicios de entrega a domicilio sigue provocando transformaciones al negocio restaurantero.<\/p>\n","protected":false},"author":1,"featured_media":19422,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[47],"tags":[],"class_list":["post-19423","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-actualidad-digital"],"acf":[],"yoast_head":"\nEl boom de las \u201cGhost Kitchens\u201d<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.isdi.education\/mx\/blog\/el-boom-de-las-ghost-kitchens\" \/>\n<meta property=\"og:locale\" content=\"es_MX\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"El boom de las \u201cGhost Kitchens\u201d\" \/>\n<meta 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