Challenges and opportunities of ghost kitchen concepts: A multiple case study
2022 (English)Independent thesis Advanced level (degree of Master (Two Years)), 20 credits / 30 HE credits
Student thesis
Abstract [en]
Purpose: The purpose of this study is to gain understanding of ghost kitchens’ marketing and communication strategies for developing brand authenticity and new customer experiences.
Methodology: Along this thesis, secondary as well as primary data were collected and analyzed. The secondary data consisted of relevant literature on the field of study gathered into a literature review. The primary data consisted of semi-structured interviews from experts in the field. The design used along this thesis is a multiple case study analysis consisting of six cases.
Findings: This study gives the factors necessary for ghost kitchen companies to ensure and maintain brand authenticity and to create new customer experiences. Overall, it was found that packaging is an important factor used by ghost kitchens in every concept. Furthermore, brand authenticity was seen to rely on social media and service quality. Food quality, on the other hand, is the main contributor found to create a pleasant experience. Lastly, the same quality ensured online and offline is seen to be an important part of the customer experience.
Contributions: This thesis contributes to the theoretical aspect of the ghost kitchen concept by bringing more information about ghost kitchens engaging and having contact with its customers. Furthermore, it highlights theories regarding brand authenticity and customer experience in the context of ghost kitchens. Besides, no earlier literature researched ghost kitchens in different markets, while this study provided a cross-cultural perspective. Finally, unexplored concepts such as task transference and “untact” contactless approach are discussed as a part of customer experience.
Originality/value: This study gives answer to the fact that in the past, research on ghost kitchens had only been executed from the customer perspective. This research looks at the company perspective through the usage of a multiple case study analysis from different parts of the world.
Place, publisher, year, edition, pages
2022. , p. 210
Keywords [en]
Ghost kitchens, Brand authenticity, Customer experience, Marketing and communication strategies.
National Category
Business Administration
Identifiers
URN: urn:nbn:se:lnu:diva-113614OAI: oai:DiVA.org:lnu-113614DiVA, id: diva2:1665420
Subject / course
Management and Organization
Educational program
Business Administration and Economics Programme, specialization in Marketing, 180 credits
Supervisors
Examiners
2022-06-072022-06-072022-06-07Bibliographically approved