A presentation from NRF 2022: Retail’s Big Show with Giancarlo Fiorarancio, Senior Vice President, Technology, C3 by sbe

1. Giancarlo Fiorarancio
Senior Vice President, Technology
C3 by sbe
Considering off-premises, delivery and
ghost/dark/cloud kitchen operations

2. What is a ghost kitchen?
A ghost kitchen is a professional food preparation and cooking facility set up for the preparation of
delivery-only or takeout meals.
How did ghost kitchens start?
1) Rapid growth in consumer demand for restaurant delivery meals.
2) Rising use/adoption of 3rd-party delivery apps (DoorDash, Uber Eats, Grubhub)
3) Economies of leveraging existing kitchens with dormant capacity.
What is a dark / cloud / shadow / virtual kitchen?
Let’s clear the confusion…these are essentially other names for a “ghost” kitchen.
What is a virtual restaurant brand?
A restaurant brand/menu that was created and designed primarily to be used in a ghost kitchen
operation.

3. C3 is a cutting edge food
and beverage platform
consisting of an array of
limited service culinary
brands.
C3 is focused on disrupting
the food & beverage
industry by capitalizing on
rapidly evolving customer
preferences such as food
halls, ghost kitchens and
mobile delivery.

6. Hybrid Ghost Kitchen Model
Dedicate FOH/Experience to Primary Brand
Utilize BOH for Primary Brand + Digital Brands

7. “We are thrilled to
showcase C3’s portfolio
of culinary brands all
under one roof.”
Sam Nazarian
Founder/CEO, C3

9. "We’re making it as easy as
possible for Chowly’s
partners: when you choose to
cook C3 brand food, we’ll
take care of the rest."
Sam Nazarian
Founder/CEO, C3

10. Is operating a ghost kitchen right for me?
 Capacity. Does your kitchen have excess capacity? Dormant day-parts?
 Resources/Staffing. Do you have the resources and staffing to keep your
kitchen busy?
 Equipment. Your kitchen equipment may dictate what virtual brands you can
offer. A virtual restaurant brand company should help you assess.
 Market. Do research and analyze the delivery market in your area.
Understand what cuisines or types of food are underserved for maximum
impact.
 Partner. Ghost Kitchen operations are not simple/easy. The key to success is
marketing, technology and process.

11. The Stats & The Takeaways
 Ghost kitchens are predicted to hold a 50% share of the drive-thru and takeaway
foodservice markets worldwide, respectively, by 2030.
 Ghost Kitchens were a $43.1 billion industry in 2019, and expected to reach $71.4 billion
by 2027, according to Hospitality Technology.
 Ghost kitchens have been a pandemic helping hand for the restaurant industry.
 The concept of ghost kitchens appears to be here to stay but certainly not for every
restaurant brand/operation. Proper assessment/research needs to be done before an
F&B company jumps into the deep end.
 Success for a ghost kitchen operation is no different than success for a brick-and-mortar
restaurant. Execution, Culinary Excellence and Hospitality are still key!

12. Thank You!
Q & A