'Former Baemin' Choi Jung-i Becomes Ghost Kitchen CEO
Songpa-gu, High Consumption Level Enhances First-Mover Advantage
"Songpa-gu is an area with high delivery demand, making it an ideal location to start a delivery-only restaurant." Choi Jeong-i, CEO of Ghost Kitchen, said that opening the Songpa branch this year was a decision based on thorough 'data analysis.' Ghost Kitchen selects the optimal locations for delivery-only restaurants by analyzing commercial districts based on data.
On the 14th, CEO Choi stated, "Songpa-gu is not only the most populous district in Seoul but also has a high population density and many single-person households, drawing attention as a new delivery commercial area." Having led investment attraction (IR) and the launch of new business services such as Baemin Susan and Baemin Kitchen at Woowa Brothers, the company behind the delivery app 'Baedal Minjok,' he learned through experience that the demographic factor influencing delivery food order volume is the number of single-person households. Delivery food orders tend to follow the ranking of single-person households. CEO Choi added, "Compared to Gangnam-gu and Gwanak-gu, Songpa-gu has less competition but a high consumption level, so we expected to gain a market preemption effect."
The Songpa branch, which opened as Ghost Kitchen's third location following the first and second branches in Gangnam-gu and Seocho-gu, is equipped with 25 kitchens within a 20㎡ space. Since the kitchens are leased with full facilities, delivery food business owners can start their operations without initial investment, and along with the kitchens, IT infrastructure is provided to handle the entire process from order reception through delivery apps like Baedal Minjok and Yogiyo, to payment and transferring the ordered food to riders.
When an order comes in, there is no need to check which delivery application the order was placed through separately; the cook simply looks at the tablet PC screen installed in each kitchen and presses the start cooking button. Instead of placing separate PCs for each restaurant or learning different methods for each delivery app, all kitchen orders can be processed through a single solution. This solution was developed in-house by Ghost Kitchen. The accumulated order data is provided to the delivery restaurants operating within the shared kitchen. Since the location of the shared kitchen was selected based on data, support is also provided to devise strategies to increase orders using this data. CEO Choi emphasized, "We will leverage Ghost Kitchen's technological capabilities to expand branches and improve services, thereby enhancing the sustainability of the food service industry."
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