Or your kids want pizza-for the third time this week-but you’d prefer sushi. If you’ve ever ordered dinner for a group, then this scenario will sound familiar: You’re craving Thai, but your husband is in the mood for a burger.
With 12 virtual food trucks, this online system allows everyone to order exactly what they want to eat. Photo courtesy of ClusterTruck Eat and Drink ClusterTruck Changes the Food Delivery Game
"The new on-premise kitchen, in partnership with ClusterTruck, is an innovation that streamlines ordering, preparation and delivery … as we navigate an unprecedented health crisis that has affected every aspect of our lives, including mealtime," Dan De La Rosa, Kroger's group vice president of fresh merchandising, said in a statement.The breakfast burrito from ClusterTruck’s Lazy Breakfast virtual food truck. Similarly, Whole Foods decided to close at least six locations to customers in favor of a "dark store" model, which prohibit customers from entering and has employees do the shopping for pick-up or delivery to minimize virus exposure, according to prior Business Insider reporting. At DashMart, customers can't browse through aisles, basket in hand, looking for the right shampoo, but they can select one on an app and have it delivered to their door. In August, delivery app DoorDash created a "virtual convenience store" called DashMart.
Last month, Burger King released a redesign of its restaurant that shrinks dining space in lieu of take-out cubbies and greater space for drive through and curbside pick-up options. Mid-pandemic, the business model has become even more attractive. Pre-pandemic, the option gained traction among vendors looking to boost delivery revenue and jettison customer-facing infrastructure. "Ghost kitchens" and "dark stores" have captured the imaginations of businesses from Wendy's to Sweetgreen to Chik-fil-A. The new kitchens are the latest move from retailers looking to reach customers in lockdown and add to their offerings to meet changing ordering habits. The grocery store said it's launched the concept at its Fishers, Indiana location and will launch a second at its Dublin, Ohio store later this year. Kroger and ClusterTruck, a meal-delivery startup collaborating on the initiative, said that its ghost kitchens will have a menu of more than 80 meals and a preparation-to-delivery turnaround of seven minutes, and an order-to-delivery time of 30 minutes, on average. "Ghost kitchens," also known as "dark kitchens," are dedicated to fulfilling online delivery orders and do not offer a traditional dine-in option. Grocery giant Kroger is converting 1,000 square feet in two of its stores to "ghost kitchens," the company announced on Thursday.
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