Ghost kitchens are becoming a very real business
Ghost kitchens are becoming a very real business
When the pandemic hit, Samuel Dennigan, the CEO of Strong Roots, a brand of organic frozen food, was no longer able to place free samples inside supermarkets. So he had to find another way to market his product. In April 2020, Dennigan turned to an operator of a ghost kitchen, which is a commercial kitchen without a storefront. Over Skype, he would discuss with the owner how they could turn his Strong Roots products into hot offerings—buffalo-flavored cauliflower, hash browns, and breakfast sandwiches—without needing to hire a chef or find a kitchen. The meals under the Strong Roots brand launched this week at the Hudson Hound bar and restaurant in the West Village.
Dennigan says he thought the best way to connect with people was directly via retail. Only during the pandemic did he realize his products had a potential place on menus.
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