Jollibee’s Global Growth Virtual Restaurant
If success leaves clues and it does Jollibee had to pick up many of the right ones according to Steven Johnson, Grocerant Guru® at Tacoma, WA based Foodservice Solutions®.
Ghost Kitchen, Virtual Restaurants, or Cloud Kitchens can help you drive growth for less edifying your brand and driving a new avenue of distribution for less money than opening a new restaurant.
Recently, Jollibee launched its first virtual restaurant in Chicago in partnership with Kitchen United. Jollibee will use the space for delivery and pickup orders only.
The virtual restaurant platform is a way to expand your brand in a new trading area with an existing customer that is familiar with your brand, and an invitation for new consumers to experience your brand. and satisfy the needs of consumers who want to enjoy the food at home.
COVID-19 has changed the way consumers think about going out to dinner. A recent poll by Technomic found that 44 % of consumers indicated they would not be returning to dine-in at restaurants any time soon.
So, why build a new unit at $ 2 Million when you can open a storefront? Think about spending $250 thousand on local advertising. You can reach more consumers for less while driving a relevant brand message according to Johnson.
So, Jollibee is offering a $0 delivery fee with orders of $15 or more. Plus, fans on Facebook and Instagram can enter a promotion to share their best experience at Jollibee. Fifty families will be awarded free meals through the social media giveaway.
Maribeth Dela Cruz, President of Jollibee Foods Corporation North America stated “Thanks to the unique cloud kitchen format of this new location, we can adapt to the current difficult environment of the pandemic while still growing our delivery capability and our off-premise business in a key market,”.
“Now, Metro Chicagoans will be able to experience the joy of our signature offerings from the comfort and safety of their own homes.” How are you expanding your brand?
Success does leave clues. One clue that time and time again continues to resurface is “the consumer is dynamic not static”.
Regular readers of this blog know that is the common refrain of Steven Johnson, Grocerant Guru® at Tacoma, WA based Foodservice Solutions®. Our Grocerant Guru® can help your company 253-759-7869.