NEW YORK, Sept 13 — In its quest to serve customers ever faster, and reduce operating costs, the fast-food industry is increasingly adopting digital ordering. In line with this trend, Whataburger, one of the biggest burger chains in the USA, has borrowed from the concept of “dark kitchens” in opening its new digital-only outlet.

“Dark kitchens” or “ghost kitchens” are one of the new business models that emerged during the pandemic, when lockdowns boosted home delivery and forced restaurants to close. These kitchens are only used to serve customers who have ordered online. In short, there’s no place to sit and eat in, because there’s no adjoining dining room. These hidden kitchens were viewed very negatively by some chefs, who saw them as a threat due to their productivity and ability to drive down costs. The rise of delivery platforms such as Uber Eats and Deliveroo has largely stimulated this new market.

At a time when this business model has proved its worth in terms of growth, “dark kitchens” are of particular interest to the fast food business. One of their common objectives is to serve customers as quickly as possible. At a time when fast-food outlets are stepping up initiatives to further digitalise their sales, a famous fast-food chain in the USA has decided to adopt the same model as these “dark kitchens.” Whataburger, launched in the 1950s, serves burgers mainly in the south of the country via its 950 outlets.

The brand recently opened an outlet in Texas that has no ordering counter, and not even a room in which to eat your burger, let alone a regular drive-thru service. Orders are taken solely via the firm’s app or website, while they can be picked up in lockers, similar to those used by Amazon. A team of around 50 employees is on hand to satisfy online orders, which can be made 24 hours a day.

Fast-food giants have already implemented a number of solutions to encourage the digitalisation of their business. Recently, the American chain Chick-fil-A announced the creation of drive-through pick-up lines reserved for customers who have placed their order via their smartphone in no fewer than 300 of its restaurants. Last spring, meanwhile, McDonald’s launched its “Order that Scene” feature in the Netherlands, enabling customers to scan a burger or another iconic McDonald’s product featured in a movie or TV show with their smartphone and have it delivered to their door. — ETX Studio