Virtual restaurant business, Ghost Kitchen, has acquired investment from angel capitalist group Jenson Funding Partners SEIS.
The business will create and operate delivery-only food brands, all run of out of singular kitchen locations located in areas that have the highest density in food delivery. A tech-enabled food and brand company, Ghost Kitchen will capitalise on data to strategically drive its growth.
The brands are curated to service a digital audience and each one will develop strong touchpoints at home through packaging and experiential marketing, alongside brand experience through events, word of mouth, partnerships and social and digital marketing.
Using customer experience management software, the sales and research data will be coupled with the data available through Ghost Kitchen’s own social platforms to produce “clear and strategic directives” for the business. By using data to make targeted decisions, the business aims to avoid the downfalls typically associated with B2C restaurant businesses.
Rogers Benham and Daphne Vassiliades, co-founders in Ghost Kitchen, come with extensive experience in F&B and brand marketing respectively, having launched and helped shape a number of hotel, restaurant and lifestyle brands both in the UK and internationally.
Benham said: “Restaurant delivery is part of the DNA of many restaurants. That part of the restaurant business continues to grow exponentially, but bricks and mortar restaurants are expensive to maintain and build, so focus will always be on eating in, and making the physical restaurant a success.
“Building strong brands that live completely online means less overheads, more profit, and a very nimble business that can move quickly on trends. This funding round will allow us to secure our first kitchen and put the building blocks in place to launch the first few Ghost Kitchen brands.”
Sarah Barber, Jenson Funding Partners CEO, added: “We are really excited to be working with Daphne, Rogers and the team, this is a fantastic opportunity and we look forward to helping the business grow.”