February 25, 2021
Ghost Kitchens: The Mystery That Currently Haunts Your Favorite Food Delivery Apps
“Hey, what’s with all of these places in our recommended restaurants,” said my partner Xavier, as he scrolled through a list of nearby establishments on DoorDash. “Why do they all just specialize in one food, why do they all have the same looking photos, and what’s with their quirky names?”
“I’m not sure,” I shrugged. “One thing is for sure though — some local photographer is making a killing doing photos for all these new pop-ups… Hey, maybe I should get back into freelance photography.”
But something else was off about these new places emerging out of thin air, all boasting the same Gen Z-targeted marketing. When we searched for these restaurants online to see where they are, they didn’t exist.
