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The Surprising Reason People Order Delivery From McDonald’s and Burger King

McDonald's logo in the sky

Offer more than just food?

Pictures of Nathan Stirk / Getty

Technology has made selling food a whole lot easier.

The same goes for making food.

All you need is a building, some equipment, and a good digital retail presence to connect with customers.

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Why, the so-called ghost kitchen — with a made-up brand and food cooked in some old warehouse — which, according to some, is becoming extremely popular. Although how much can be open to conjecture.

A recent development that can open eyes — and mouths — is Electronic cooker Oomi in Dallas. Its owners believe that, for a ghost kitchen to be successful, it must be located in a high-traffic area.

Yes, even if people can’t actually visit the restaurant because there are practically no restaurants there. Just a kitchen.

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I’ve been pondering this for quite some time. Does it really make a difference if I see a fast food brand near my house? Will I be more inclined to order delivery from it?

Perhaps, I conclude. Indeed, I conclude “probably” about a lot of the things that are tormenting my mind.

But then I stumbled upon the latest knowledge and conjecture from the National Restaurant Association, published in Online Restaurant Business.

It seems 30% members of the association believes that ghost kitchen delivery will become a bigger thing by 2023. An equality 30% believe it will actually drop.

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“How is that possible?” I hear you snort. If you price it right, your digital tools are sharp, and your kitchen staff work at the same speed, you’ll do well. You will live at the intersection of hunger and instant gratification.

However, restaurant operators rely on a compelling piece of data — about 70% of customers say they really care if the order comes from a restaurant they can actually frequent.

Speak.

I used to say that it’s important for me to catch a paper-based news source every morning. I can’t remember the last time this actually happened. So naturally I doubt the orderer’s claim to deliver.

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However, perhaps there is something about it that has psychological implications. what’s like of McDonald’s And Burger King doing great not terrible on a consistent basis. Most of the time, they excel at just good enough.

Customers trust it. Their hunger needs to be satisfied immediately — or as immediately as possible for humans.

Each ghost kitchen delivery order is initially a trial. For many, it also incites suspicion. Where did this thing come from? Who made it? How can I trust this won’t poison me?

However, everyone felt they knew McDonald’s, Burger King and friends. I suspect that, because of their incredible popularity, many customers feel that these established fast food chains are somehow, in some twisted way, part of their community. .

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I never said this was a good thing. However, I feel that it is a real thing. If something — or someone — is part of your community, you’ll want to drop by and say hello. You may even want to chat. You will be perfectly happy if they come to your house from time to time.

If something comes from somewhere no one knows, it can feel too foreign.

Another small, fact-based piece may also support this theory. 13% of all restaurants has allegedly stopped using third-party delivery services like DoorDash. one only 7% quick service restaurants did so.

Restaurant owners suggest that many of these restaurants are still offering door-to-door delivery. They are just creating their own delivery services.

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For the longest time, I have ever ordered delivery from a local Chinese restaurant. It will always be one of two restaurant employees who come to my door with the order. They are excellent representatives of a business that is part of a community, a business where one can come and eat. And the food is extremely consistent.

I have never gone and eaten there. However, I wonder how it works knowing that I can.

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