The digital impact of food delivery companies on restaurants: the rise of “Ghost” food businesses

This research paper analyzes the impact of digital food delivery platforms on restaurants and the rise of ghost food businesses. It discusses the research methodology, approach, design, data collection, and analysis. The paper presents key findings and recommendations for the restaurant industry.

Running head: BUSINESS RESEARCH
The digital impact of food delivery companies on restaurants: the rise of “Ghost” food
businesses
Name of the Student
Name of the University
Author note

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Table of Content
Research methodology...............................................................................................................4
Research Philosophy..............................................................................................................4
Research Approach................................................................................................................5
Research Design.....................................................................................................................6
Data Collection.......................................................................................................................6
Data Analysis.........................................................................................................................7
Sample size and sampling strategy........................................................................................8
Research strategy...................................................................................................................8
Ethical consideration..............................................................................................................9
Data Presentation and analysis:................................................................................................10
Key word presentation.........................................................................................................10
Graphical presentation:........................................................................................................14
Discussion and analysis............................................................................................................17
Changes in consumer behaviour:.........................................................................................17
Changes in business operations:...........................................................................................18
Changes in product:..............................................................................................................18
Market analysis of restaurant and food delivery industry:...................................................19
Conclusion................................................................................................................................20
Recommendation......................................................................................................................21
Reference:................................................................................................................................24

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Research methodology
The method by which the research will be conducted will be a major determinant of
the result obtained from the research. Hence it is highly crucial for the researcher to select
exact tools for the research in so that the most accurate result can be obtained. Hence the
purpose of this chapter is to analyze and select the research philosophy research strategy and
other research instrument ideal for the research topic that is whether the huge growth of
online food delivery platforms is beneficial for the resurgent or not.
Research Philosophy
The term research philosophy can be described as a belief about a certain method in
which the data needs to be gathered, analyzed and used s that the most accurate result can be
obtained. The philosophical approaches help the researcher to decide which approach should
be used in order to answer the research question (Taylor, Bogdan & DeVault, 2015). The
research philosophy can be segregated into ontology, epistemology, positivism, realism,
interpretivism and Axiology. Considering the fact that for the research, Qualitative research
analysis method has been followed, the research philosophy that has been chosen here is
realism methodology. The realism philosophy is a philosophical branch of epistemology
which is associated with the scientific enquiry. The core feature of realism is to disclose the
truth of reality as well as the existence of the objects that prevails independently in the human
mind. The realism philosophy again can be classified into direct realism and critical realism.
While direct realism explains what can be experienced by the senses, critical realism
expresses what is experienced by the sensations that are image of the real world, not the
reality. For this research, the direct realism philosophy has been followed.

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Research Approach
The research approach of a research paper can be segregated into three types, namely,
deductive research approach, inductive research approach can abductive research approach.
The relevance of hypothesis to a research paper is the chief distinctive point between the
deductive and the inductive approach. While deductive approach tests the validity of the
theories, inductive approach contributes to the emergence of new theories and generalization.
Abductive research approach, on the other hand, initiates with surprising facts and the
research process is devoted their explanation. Considering the fact that in this study no
presumptions exist, in order to conduct the research, the inductive approach has been used.
The inductive research approach, unlike the other two approaches discussed, does not involve
formulation off hypothesis. As per the requirement of this research, the researcher needs to
generate untested conclusions. Besides that, considering the unlike the researchers conducted
with the help of Deductive research approach, in this research, data has been collected in
order to explore the phenomenon, identify the themes an patterns along with creation of a
conceptual framework. It initiates with research questions as well as aim and objectives that
reqires to be achieved during the process of the research.
Figure 1: Inductive Research Approach
Source: (Alvesson & Sköldberg, 2017)

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Research Design
When it comes to research design, exploratory research design has been chosen.
Research design can be defined as the set of methods as well as procedures that are used to
collect and analyze the variables in a specific research problems. A research design is an
arrangement of conditions and collections and can be segregated into three parts namely
Exploratory research design, descriptive research design and explanatory research design.
The descriptive research resign is followed in researches where a particular event or incident
is described by the researchers. When it comes to explanatory research design, the research
design access the viability and authenticity of a proposed method and explains its benefits
and demerits. Exploratory research, as the name implies intends merely to explore the
research questions and does not intend to offer final as well as conclusive solutions to the
existing issues. These types of research are conducted to study an issue that has not been
clearly defined yet. Considering the fact that in this research, a research topic has been
chosen which needs to explored, in this paper the exploratory research design has been
followed.
Data Collection
In order to conduct the research, both primary as well as secondary data has been
collected. Primary data can be defined as information that are directly collected by the
researcher himself and are analyzed in order to obtain a specific result. Primary data can be
defined as real time data and the major sources of primary data include survey, observations,
questionnaire, personal interview and experiments. Considering the fact that in this research
qualitative data analysis has been conducted, for primary data collection a set of descriptive
questionnaires has been developed. When it comes to secondary data, it can be defined as the
data that has been previously collected by other researchers who are not directly related t the

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current research study. The data was collected for some other purpose at different time in the
past. Secondary data are chiefly available in both written, typed or in electronic forms.
Secondary data helps the researcher to gain the insight into the research problem. Even
secondary data can be classified into internal secondary data and external secondary data. A
variety of resources were available to researchers gathering data on the food delivering
organizations and their relationship with the restaurants. For this literature, literature review
of relevant literature that has been written about the topics like main food delivery companies
that are disrupting the food market, online food delivery trends and how food delivery
services affects the way restaurants operates.
Data Analysis
For analyzing data, the qualitative data analysis has been performed. Qualitative data
is defined as the data that are descriptive an non numerical in nature and that captures the
concepts ad opinions of a particular research paper. Qualitative data analysis is simply the
process of examining qualitative data to derive an explanation for a specific phenomenon.
Qualitative data analysis provides the researchers with the understanding of the research
objective by revealing patterns as well as themes in the data. Considering the fact that both
primary and secondary data has been collected, both thematic and graphical analysis has been
conducted in the data analysis section. Thematic analysis is defined as one of the most
common forms of analysis in qualitative research. It emphasizes pinpointing, recording and
examining patterns within a data. Themes are pattern across data sets that are crucial to the
description of a phenomenon and are associated to a specific research question. When it
comes to graphical data analysis, this data analysis has been performed in order to analyze the
answers given by the samples. The collected data from the interviews have been presented
through prioritising the responses, which have consequently helped to develop the mostly

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repeated responses in the interview session. From this key words the major regulators and
outcomes of the restaurant market has been developed and presented in graphical
representation.
Sample size and sampling strategy
Sampling can be defined as the process used in statistical analysis in which a
predetermined number of observation are taken from a larger population. Sampling can be
classified into two types, namely, probability sampling and non-probability sampling.
Probability sampling can be defined as a sampling technique where samples from a specific
population obtain an equal opportunity to get selected as a representative sample (Mackey &
Gass, 2015). On the other hand, non-probability sampling is defined as a method of sampling
where al the individual I n a population are not provided with equal chance of being selected.
Both probability and non probability sampling has been chosen for primary data collection.
Ion the other hand, for secondary data collection probability sampling has been chosen. In-
depth interview of the CEOs of DELIVEROO and FOODORA has been performed. Along
with that, two managers from the 2 popular Restaurant located at Brisbane has also being
conducted. Along with that, in depth interview o 4 consumers who are pretty regular with
both ordering food online as well as visiting a restaurants has also been conducted. Finally,
interview has been conducted with the manager of FOORBAN, a popular Italian digital
restaurant has been conducted. When it comes to literature review, review of 15 literatures
that are relevant to the research topic has been conducted in order to obtain secondary data.

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Research strategy
The term research strategy emphasizes the strategic execution of research tools
aligned with the research design and approach. The strategic selection of research tools is
also a major part of research strategy. For this research, the strategic selection of data
collection approach is essential to specifically explore the impact of ‘Ghost’ distributers and
the utilization of digital technologies and the consumers while aiming to measure the impacts
on the conventional restaurants. In order to examines all the regulators, influencers from
multidimensional perspective different sets of interview questions have been developed for
different participants. For this reason the sample size or the respondents have been divided
into two categories namely the business operators and consumers. The consumers have been
asked about their experience and opinion about digitalised food delivery system. Apart from
that, they have been also asked about interest and usage frequency of this facility.
The respondents from restaurant are the essential source of measuring the
economical and managerial impact of the ‘ghost’ on their companies. Impact on production
system and delivery system have been asked to measure the physical impacts. Apart from
that, the perspective of these respondents regarding the potential market control and
profitability has been also asked. The respondents of online delivery or ghost companies have
been asked for their opinion about the further expectation from digitalised business process.
Along with that, the questions of competitiveness and primary and secondary motivators have
been also asked to these respondents in order to examine the potential outcomes of any
changes in this business environment. Even the information regarding the challenges faced by
the companies has been collected from these interviews. In this situation the new trends of
process food and restaurant industry is digital restaurant. Hence, the respondents from
FOORBAN are asked for their business influence, future strategy and expectations.

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Ethical consideration
Considering the fact that ethical consideration in research are highly critical, the
research has made sure that the research has been conducted ethically (Quinlan et al., 2018).
The primary goal of the research is to promote the pursuit of knowledge and truth. Firstly, the
researcher has assured that there is no fabrication or falsification of data. While conducting
the interview, the researcher has stated ad demonstrated the reason behind conducting the
research and only after the permission provided by the interview, the interview had been
conducted. No forceful act during the interview or manipulation of data while analyzing the
research has been conducted in order to maintain the authenticity of the research. Respect
from the dignity of the research participants has been prioritized. The protection of
confidentiality of the research participants has been ensured. The willingness of all
participants was the essential concern. All respondents were free to skip any question or to
quit the interview session anytime they wanted. For these ethical issues the research has not
presented the official name of the respondents while representing them as respondents 1,
respondents 2 and so on.
Data Presentation and analysis:
In this section, the collected data from the interviews have been presented through
prioritising the responses that has consequently helped to develop the mostly repeated
responses in the interview session. From this key words the major regulators and outcomes of
the restaurant market has been developed and presented in graphical representation.
Key word presentation
Data from DELIVEROO and FOODORA

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Expectation on growth trends
Respondents 1 (DELIVEROO): Increase in product variety with diversify the options to
choose
Respondents 2 (FOODORA): Expand the market expansion with increasing range of
coverage area for delivery service
Data generation for Partnership with restaurants and gaining advantages
Respondents 1 (DELIVEROO) Locating the most popular restaurants in the operational area
and targeting those restaurants as resource
Respondents 2 (FOODORA) Locating the most popular restaurants in the operational area
and targeting those restaurants as resource
Benefits of DELIVEROO Edition
Respondents 1 (DELIVEROO): Improving the consumer loyalty by meeting their demands
more than satisfactory level while making the restaurant owners happy by enhancing their
profit share
Respond from FOODORA to the need covering areas
Respondents 2 (FOODORA) Planning to implement advanced data gathering system that will
allow to collect consumer interest from the restaurants while increasing the profit share of the
restaurants.
Data from restaurants
Impact of food delivery platform on revenue and management

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Respondents 3 (Resturant1): Digital platform for delivery system is reducing the profit from
operation including delivery and consumer satisfaction and consequently reducing the
ultimate selling price through value sharing with third party distributors.
Respondents 4 (Resturant2): Consumer loyalty and profit margin are reducing because lack
of face to face interaction with consumers.
Percentage of allocated meals to deliveries
Respondents 3 (Resturant1): Average 30 % on daily basis
Respondents 4 (Resturant2): Average 35% on daily basis
Process of partnership with delivery companies and gaining advantages
Respondents 3 (Resturant1): Increasing the selling units by expanding the coverage area
Respondents 4 (Resturant2): Increasing the consumer loyalty by improving the Varity
Risk of losing control
Respondents 3 (Resturant1): Moderate level risk
Respondents 4 (Resturant2): Low Level of risk
Benefits of DELIVEROO Edition
Respondents 3: Increasing the profit margin by focusing more on collaborative approach
Respondents 4: Increasing market share and range of coverage through partnership
Data from consumers
Frequency of using delivery platforms

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Consumer1: every day
Consumer2: twice in a week
Consumer3: every day
Consumer4: ones in a week
Changes in dining-out behaviour
Consumer1: Tendency for dining-out in normal days is reduced
Consumer2: Burden of lengthy purchasing procedure is reduced
Consumer3: Tendency for dining-out in normal days is reduced
Consumer4: frequency of dining-out is reduced
Significance of Food delivery platforms
Consumer1: Digital food delivery platform has high significance
Consumer2: Digital Food delivery platform has moderate significance
Consumer3: Digital food delivery platform has high significance
Consumer4: Restaurant has still their significant place
Preference between food delivery and restaurant
Consumer1: Depends on situation
Consumer2: Ghost delivery
Consumer3: Ghost Delivery
Consumer4: Restaurant

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Data from digital restaurant FORBAN
Competitive advantages
Respondents 5: Having both advantage of digital market sharing and consumer
communication while taking all the potential profit
Influence of food delivery platform on digital restaurant idea
Respondents 5: The increased profitability of digital operation of Ghost companies has high
influence
Expectation on growth trends
Respondents 5: Increasing the market share as well as profitability
Respond to the huge Varity offered by the online platform
Respondents 5: Focusing on diversifying strategy along with quality assurance
Graphical presentation:
Product diversity Area Coverage Quality
0
1
2
3
4
Expected growth
Suported unit

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From the graphical analysis as per the key point repeated by the maximum number of
respondents, it has been found that due to the digital delivery platform the product diversity
has become the most priority followed by the area of coverage. Quality is the ignored factor
in this environment
Ghost delivery service Resturant Digital resturant
0
1
2
3
4
5
Consmer preferance
Suported unit
From the graphical analysis as per the key point repeated by the maximum number of
respondents, it has been found that consumers are preferring ghost restaurant services over
the conventional process in their regular life. However, digital restaurant is completely
unknown.

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Collaborative approach Finding consumer interest Digitalisation
0
1
2
3
4
Strategic advantage
Suported unit
From the graphical analysis as per the key point repeated by the maximum number of
respondents, it has been found that finding the consumer interest in a particular area has
become the most essential strategy of the restaurant as well as delivery businesses. The
respondents mention collaborative approach; however, they were not mentioned anything
about digitalisation of their business.
Market value of
resturnats Profitability of
rasturants Sales units of
restirant Market share
of digital
delivery
platform
Access of
resturants on
consumer base
-3
-2
-1
0
1
2
3
4
Changes in Market
Measures

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From the graphical analysis as per the key point repeated by the maximum number of
respondents, it has been found that market value of the restaurants is declining significantly.
Profitability of the restaurant is also decreasing. However, sales unit volume is increasing
rapidly. Market share of digital delivery business is increasing. Conventional restaurants are
losing their access on consumer base and behaviour.
Diversity of
product Quality of product Consumer
accesibility Value sharing
-1
-0.5
0
0.5
1
1.5
2
2.5
Changes in Products
Measures
From the graphical analysis as per the key point repeated by the maximum number of
respondents, it has been found that diversity of product is increasing rapidly in each
restaurant chain. Lack of focus on quality is slowly decreasing the quality factors of the food
products. Consumer accessibility on the products are increasing significantly. The value of
production and service is shared in a diverse businesses.

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Discussion and analysis
Changes in consumer behaviour:
The culture of food delivery and ordering online is evolving at an extremely fast rate.
The advanced technology offered by food delivery services and the consumers completely
changed the way they order food online. From the analysis as per the interview of the
consumers, it has been found that consumers are preferring ghost restaurant services over the
conventional process in their regular life. It directly indicates that the digital delivery
platform is increasing their share in market rapidly. The frequency of consumer purchasing
behaviour also indicates that most of the consumers prefer to order food from digital delivery
platform more than once in a weak. Consumer’s interest in digital food delivery has been
increasing every year and across various brands, with the greatest increase in coffee and
burger chains. At the same time no one mentioned anything about the digital restaurants. That
indicates that the digital restaurant is completely unknown to the most of the consumer,
which is limiting the profitability of the digital restaurants like FOORBAN.
Changes in business operations:
From the graphical analysis as per the responses, it has been found that finding the
consumer interest in a particular area has become the most effective and widely utilised
strategy of the restaurant as well as digital delivery businesses. It is allowing the business to
identify the consumer trends and purchasing behaviour as well as the frequency.
Consequently it is allowing the business operation to maintain their production waste by
supply demand balance. At the same time, collaborative approach has been mentioned by the
respondents that indicates the restaurants and the digital delivery businesses are focussing on
partnership to improve their mutual profit. However, they were not mentioned anything

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about digitalisation of their business. It indicates that restaurants owners are not interested
enough in digitalisation at the described situational turbulent. As a result, increasing number
of restaurants, including some large fast food chains, started teaming up with online food
delivery companies in order to respond to the obvious customer demand and their needs.
Changes in product:
From the analysis of the findings and results from the respondents it has been found
that due to the digital delivery platform, the product diversity has become the most priority
followed by the area of coverage. The online food delivery platforms not just deliver food,
they delivery convenience, decision convenience, access convenience, transaction
convenience and benefit convenience to the customers and restaurants while increasing the
accessibility of the consumers on diverse food products. As a result, the restaurants has to
focus more on diversity to gain their market share within the competitive environment. The
lack of focus on the product quality made the Quality a ignored factor in this changing
environment. Therefore, the overall quality of the food products is decreasing rapidly.
Market analysis of restaurant and food delivery industry:
From the graphical analysis as per the responses, it has been found that market value
of the restaurants is declining significantly. Profitability of the restaurant is also decreasing.
However, sales unit volume is increasing rapidly. Market share of digital delivery business is
increasing. Conventional restaurants are losing their access on consumer base and behaviour.
Online food delivery businesses not just deliver food, they delivery convenience, decision
convenience, access convenience, transaction convenience and benefit convenience to the
customers and restaurants. It has been also found that diversity of product is increasing
rapidly in each restaurant chain. It has been found that Customer’s attraction towards self-
service is increasing while the geographical location is one of the easiest ways to meet this

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expectation of the consumers. Visualising the potential consumers their nearest collection
points or restaurants is boosting up the efficiency as well as demand of this digital delivery
system. Likewise, suggesting about new restaurants in a particular location while serving
their favourite cuisine is a very simplistic at the same time very effective way of aiding the
purchasing journey of the consumer. Lack of focus on quality is slowly decreasing the
quality factors of the food products. Consumer accessibility on the products are increasing
significantly. The value of production and service is shared in a diverse businesses. In this
situation digital restaurant is convenient for the consumers since they do not need to
download a new app or register for a new account and its precisely why bots are
replacing apps, providing the same functionality but within a familiar interface.
Potential solutions of this situation:

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Conclusion
From the data analysis it can be concluded that, consumer’s interest in digital food
delivery has been increasing every year and across various brands, with the greatest increase
in coffee and burger chains. Apart from that, it has been found that the digital restaurant is
completely unknown to the most of the consumer. At the same time, collaborative approach
has been identified as significant practice that indicates the restaurants and the digital
delivery businesses are focussing on partnership to improve their mutual profit. Through the
findings of literature review as well as the interviews, it can be said that the online food
delivery platforms not just deliver food, they delivery convenience, decision convenience,
access convenience, transaction convenience and benefit convenience to the customers and
restaurants while increasing the accessibility of the consumers on diverse food products.
From the research, it can be clearly visible that more than seventy five percent consumers
prefers to order food through digital platform instead of visiting the restaurants. At the same
time it has to be considered that that the investment cost of the ghost restaurants or virtual
restaurant are much lesser compared to that of the restaurants that exists physically, ghost
restaurants should invest more on the food item offered to the consumers in order to gain
competitive advantage.
From the discussion it can be said that in order to enhance their business in a specific
area where the demand of a certain type of food is high, the delivering platforms can either
approach a ghost company or establish one by collaborating with local cooks and ask them to
prepare the food item. The graphical analysis helped the research to find the existing and
potential Changes in business operations, existing and potential changes in consumer
behaviour, existing and potential Changes in production regarding price and diversity. From
the graphical analysis as per the key point repeated by the maximum number of respondents,

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the discussed outcomes have been found that helped to meet the research objective with
suitable measurement and evidences. From the graphical analysis as per the key point
repeated by the maximum number of respondents, it has been found that the digital restaurant
is completely unknown to the most of the consumer where the collaborative approach
between restaurants and digital delivery platforms is increasing the ghost restaurant business
practice. It has been found that Visualising the potential consumers their nearest collection
points or restaurants is boosting up the efficiency as well as demand of this digital delivery
system.
The ghost companies can directly communicate with its consumers through the
mentioned platforms, which will allow them to recognize the fundamental requirements of
the consumers. Recognising the specific demands of the potential as well as existing
consumers will enable the company to develop products based on the requirement and thus
enhance the consumer satisfaction as well as consumer satisfaction. Similarly, suggesting
about new restaurants in a particular location while serving their favourite cuisine is a very
simplistic at the same time very effective way of aiding the purchasing journey of the
consumer. It has to be considered that being virtual existence in restaurant business, there
prevails lack of face to face conversation with the consumers which is considered to be a
chief criterion in order to enhance consumer loyalty, the ghost organizations needs to work
on the enhancing consumer loyalty.

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Recommendation
From the above discussion, it can be clearly understand that the partnership between
the food-delivering platform and that of the restaurants is highly beneficial. When it comes to
virtual restaurants like FOORBAN, it can be clearly understood that the revenue of the
company solely depends upon the food delivering platforms like DELIVARO, Food Panda an
others. Considering the High hike in revenue of FOODBARN , the first virtual restaurant of
Italy, it can be said that setting up a restaurant virtually, without investing on real estate and
other resource required for setting up a physical restaurant is a beneficial idea. However,
considering the fact that due to emergence of ghost restaurants, the yearly profit of the
restaurants are being reduced, restaurants need to diversify its products in order to enhance
competitive advantage. Since, the percentage of consumers who prefer to order food items
instead of visiting the restaurants are getting higher, restaurants needs to prepare food items
that will be unique and lacks availability in the market. Another tactics that needs to be
introduced by the restaurant is to attract consumers to the restaurant by improving its
ambience and providing special offers and discounts for dine in purposes. This will be
beneficial for the restaurants in two ways.
Firstly, the overall revenue off the restaurant will increase with more inflow of
consumers both physically as well as virtually. Secondly, if, more and more consumers get
inclined towards the visiting, the restaurants, the market for virtual restaurants, one of the
major competitors of restaurants with physical existence will fall and this eventually will
result in enhancement of consumer base in the long run (Gonzalez et al., 2018). In order to
attract people in the restaurants, companies can invest in tactics like smart flyers, offering
discounts like 20 percent off or 2 for 1 an embracing big events Embracing events. These
events can be New years eve, valentine’s day or any sports event for a large span of time like

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1 or 2 weeks provides the opportunity to the restaurant s to attract consumers into the
restaurants. Majority of the consumers prefers to visit restaurants instead of ordering food at
home at such special events and thus restaurants should promote such events both online as
well as offline in order to attract more consumers and enhance their revenue.
When it comes to delivering platforms, they can adopt tactics that has been obtained
by DELIVEROO that is the DELIVAROO Edition. In order to enhance their business in a
specific area where the demand of a certain type of food is high, the delivering platforms can
either approach a ghost company or establish one by collaborating with local cooks and ask
them to prepare the food item, which will only be delivered by the specific food-delivering
platform. Such collaboration will be beneficial for both the ghost companies as well as the
online food delivering companies. While the online delivering company will be able to
enhance their profit margin by a commendable level due to the competitive advantage gained,
the profit margin of the ghost companies will also be enhanced.
From the research, it is clearly understood that more than 75 percent consumers
prefers to order food instead of visiting the restaurants. Considering the fact that the
investment cost of the ghost restaurants or virtual restaurant are much lesser compared to that
of the restaurants that exists physically, ghost restaurants should invest more on the food item
offered to the consumers in order to gain competitive advantage. Firstly, considering the fact
that the virtual restaurants lack physical presence, it is highly crucial for the companies to
promote their brand both online and offline in order to enhance the brand awareness of the
organization. For online promotion, the organizations can use popular social media platforms
like Facebook, Insagram and LinkedIn. Considering the fact that more than 86.3 percent of
the consumers are present at social media platforms, the organizations will be able to reach a
huge pool of consumers within a limited amount of time. Other online promotional
techniques that can be opted by the mentioned organization include the pop up ads,

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personalized emails to loyal consumers and pay per click advertisements. In order to enhance
the brand awareness of the consumers through offline promotional methods, consumers can
opt for techniques like hoardings and flyers. Not only that , in order to enhance the awareness
of the consumers about the quality and variations of the products offered b the virtual
restaurants through campaigns and sponsorship. Secondly, considering the fact that being
virtual, there prevails lack of face to face conversation with the consumers which is
considered to be a chief criterion in order to enhance consumer loyalty, the ghost
organizations needs to work on the enhancing consumer loyalty (Levison, 2014). According
to researchers, one of the best ways to communicate directly with the consumers is through
social media platforms. Hence, the ghost companies can directly communicate with its
consumers through the mentioned platforms which will enable them to understand the basic
requirements of the consumers. understanding the specific requirements of the consumers, on
the other hand will enable the company too develop products based on the requirement and
thus enhance the consumer satisfaction as well as consumer satisfaction.
Another step that can be taken by the ghost restaurants in order to gain competitive
advantage is to invest on the quality of the food. High quality food if provided to the
consumers at a price similar to the price of medium quality food offered by its competitors
will act as a major source of competitive advantage. Since majority of consumers buy food
not emphasizing on the name of a specific restaurant but stressing more on food quality and
price offered by the restaurant, this strategy will surely enhance the competitive advantage of
the ghost companies (Amoroso, 2015). Not only that, the organizations can keep the price
range of their products slightly lesser than that of their competitors. This strategy has the
potential to enhance the profit of the ghost companies in a tremendous level.

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