19.1.1.1: The Assignment

SLOs:

Engage in a reflective process of evaluating their own drafts and those of others

Employ a voice, style, and tone appropriate to the topic selected and the rhetorical situation
Direct an argument or explanation to the designated audience
Establish a clear framework of essay and paragraph organization appropriate to the writing task and the thesis
Employ rhetorical strategies consistent with the purpose of the writing task

Activity: Read this student attempt. Using a highlighter, highlight each section of the essay that represents a part of the question-claim structure. Use purple or blue for any section/paragraph that established the problem or question and it’s importance. Use orange or yellow to highlight the conversation: what are other people/experts saying about the issue. Use green to highlight the thesis. Use pink to highlight descriptions of what the author has learned. You can download this essay to your word processing software or you can print it out. Compare what you have highlighted with a classmate or group. What did you notice? Are there any ways that you think the student could use the structure more effectively?

STUDENT EXAMPLE:

For here or to go?: How will Ghost Kitchens Impact the Restaurant Industry?

Despite my efforts, I find myself ordering from door dash again. It has been a long week and I personally would rather order from my favorite taco place than eat microwave mac and cheese again. Yet, I want to try something different, and I came across this place called “Take a Bao.” As I looked through the reviews, I noted that many customers call it a ghost kitchen. I really was captivated by what a ghost kitchen is. A ghost kitchen is a virtual restaurant in the food service business that serves customers exclusively through delivery and pick-up-based online ordering. I was amazed by this type of concept since this is not a chain restaurant that I am ordering from. So, I proceeded to order from the restaurant which I personally would rate three out of five stars. The experience was cool, the menu options were unique. My food did take a long time to arrive, it was warm. I noticed that my order came with a note expressing their gratitude for my order and hoping that I would have a good rest of the day. This was an interesting interaction since I have never personally ordered from here and their note was really touching. In a way I felt connected to this ghost kitchen, so I do see why the reviews are very personal without having interacted with the owner. I cannot help to question; are there more ghost kitchens I do not know of? I mean I used my delivery app occasionally, but I barely know much about where my food comes from.

So, I started my investigation from where the restaurant industry is at. During the pandemic, the height of pick and delivery skyrocketed. We had to be more cautious about basic activities to be safe. That caused many restaurants to be closed which resulted in 80 million lost in sales according to the national restaurant business association. (Miller) That three-month lock down caused about $120 million in sales. Keep in mind that these owners do not have a guarantee that the restaurants will be open in a week or in three months. The CDC (Centers for Disease Control) set rules for restaurants to be opened again. Many employees had to take a course to ensure safety for them as well as the customers. Yet few restaurants were lucky enough to fully open. For example, Blackbird in Chicago that is known for elegant and imaginative midwestern cuisine. Chef Paul Kahan has created a space where basic concepts of food are elevated in taste and in looks. Which is something that every independent restaurant wants to achieve. Unfortunately, since the restaurant is small, it is not feasible to make profits. In their website that announced, “while our hearts are broken to see Blackbird’s journey come to an end, we are humbled to have contributed in a small way to Chicago’s incredible restaurant community for over two decades, serving as a place of warmth and hospitality while all along the way, building lifelong friendships with our team, guests and partners.” (Pena) Just like blackbird many restaurants had to closed for many similar circumstances that affected the community in many ways. The owner of roots pizza, Scott wiener, explains, “the thing that makes neighborhoods vibrant and makes them grow is the retail in the neighborhood and the restaurants. The restaurants are the anchors that create growth in neighborhoods.” Fox News 8;25: Certain neighborhoods are known for their cuisines highlighting the community. This is important for the neighborhood cause all that will be left is empty buildings and no sense of unity. Some restaurants were fortunate enough to be open under CDC rules. This includes cutting the cost of the tables to serve and employees. As a result, many businesses are not short staffed and overwhelmed with the high demand.

This, therefore, creates a new “normal” for the restaurant industry. Thanks to technology many restaurants were able to switch to digital menus and take-out or delivery apps. That includes also paying at the table contactless. This is important to keep a safe distance from employees and the customer. It is so normal to use apple pay or even google pay in each restaurant or food establishment. Yet, the service can create a less welcoming feeling. Connections are what restaurants are known for; servers are ambassadors of the chefs' works. Just entering a new restaurant, you want to know the servers' recommendations. These minute details create a space for a customer to come back again or even recommend . Hence the Online reviews, telling the future costumer that it worth coming to this establishment or not. Having that instant feedback is helpful in many ways. An article in Boston university states, “Restaurant operators need to ensure they are smart and tactical with their brand strategy, menu, operations, store design, and their technology stack. All those things need to communicate together and work together in one direction.” (Restaurant management & Experiences) Resultant owners to have a goal in which their business is known for. Bees cost can create a successful business. For example, a restaurant in Miami called “Time machine: Gourmandize Bistro” was known for high-end food by Antonio Garcia. It was close to shutting down due to the pandemic. Garcia decided to reinvent his menu to make something more affordable for customers. Yet he wanted to make something unique that represents him as a Latin chef. Garcia states, “I changed the concept due to the pandemic and the economic turmoil,” Garcia said. “Today we are open and in service as Latin Wraps and Bowls. I have placed into motion the concept of bringing the flavors from Latin America into a modern and effortless way to enjoy wraps and bowls.” (Ruse) It is important to inviolate because of the pandemic this new normal for restaurants creates a new opportunity for the target customer. Garcia and many other owners have used the locked down to create better menu items and better goals. However, pick-up and delivery has expanded to more customers. In an article by PBS states, “In 2020, Uber Eats generated $4.8 billion in revenue, a 152 percent increase from $1.9 billion in 2019” (Stanley) Knowing that uber and many other delivery apps will create millions in revenue in more coming years. We cannot ignore the fact that delivery and pick-up is more convenient for certain consumers. The importance is that every customer is satisfied with the food and service that generate a community

Restaurants have reinvented themselves and are continuing to serve quality food. But this new normal that the restaurant industry is now in has created a new platform for ghost kitchens to arise. Now that we know what ghost kitchens are through my research, I noticed that there are three diverse types of ghost kitchens. First, the incubator Ghost restaurant is an existing traditional restaurant. This is to create more revenue for the restaurant. For example, Blue Island oysters bar created a ghost kitchen called The Denver lobster stop. Selling a similar cuisine but at an affordable price to a specific consumer. They only focus on items that will travel well to live up to their brand. Next, we have an entrepreneur ghost restaurant. This allows entrepreneurs to rent spaces and operate them as virtual kitchens. This is mostly in a multi-restaurant warehouse that allows many different businesses to operate in this. The appliances and delivery are taking care of all you need to do is operate your business brand. For example, Cloud Kitchens which was founded by Travis Kalanick. Cloud kitchens help set up a space for success for any new business owner entering the restaurant industry. In which uber does all the delivery for the restaurant under the cloud kitchen operations. The last concept of ghost kitchens is Kitchen pods that are operated in small shipping containers with outfitted kitchen. Kitchen pods are convenient you do have limits to consider. For example, a good uncle is a ghost kitchen aim for in students. Order pre purchased meals through the good uncle app or Grub hub. These three distinct types of ghost kitchens allow a variety of opportunities for existing or new owners to enter the restaurant industry. Ghost kitchens come in all different shapes and sizes.

This fast-growing concept creates many opportunities for many diverse types of business. It can also create a solution. For example, Lisa Youen, the owner of Dai Yee Asian kitchen, had to close because of the pandemic. Once the concept of ghost kitchens was presented to her this created a new journey for her business. She was able to join cloud kitchens at Rockwell St. in Chicago. Younen expressed, “It's safe. Everything is up to code. Really nice professional equipment, you do not have to worry about the dining room. It saves a lot of overhead. It’s a great concept; I think this will exist for a long time. This is the future kitchen.” (6:45, Fox news) Youen saved her passion for cooking without going bankrupt. Ghost kitchens create that same opportunity for many businesses that face similar situations like Youen. Yet, just like everyone else we want to know the price that is paid for success. The passion for cooking lived through the work in the product being produced. So, in many ways, the concept has created new opportunities that might continue. Another example of this concept being successful is the franchise called dogs halls. Dog's halls are known for their American queen in open space concept with vibrant graphics to attract young customers. Jesse Koontz owned one of the dog hauls restaurants in Chicago Lincoln Park. Because of its success, Koontz wanted to open a second location closer to downtown. Yet the cost of opening a new one was significantly high. His goal was to create more revenue and more new customers. So, the concepts of ghost kitchens were planned for the future of dog halls. Koontz joined kitchen united which has three locations in the Chicago area. Dog Haus Officially moved in Sedgwick area that We're close to a lot of businesses and group on headquarters. Knootz states, “A build it to suit your needs. You just need to tell them what you want, and they'll give you a list of equipment's to choose from.”, (Smith) Kitchen united helps each owner to feel comfortable and ready to Operate. Kitchen united has a software that delivers in a certain radius. And if there's any situation within the delivery process or during the preparation Knootz is always aware. This trend creates a fear of eliminating the future of dine-in restaurants. Many others fear that many warehouse multi kitchen structures can hurt the community.

So now you are walking around your neighborhood, and you are left with vacant storefronts and businesses. This problem could result in many different financial and economic problems. One implication could be because of this big warehouse food center that ghosts' kitchens establish in the neighborhood that vibrance of the space. When talking with someone 8 times out of 10, it's about food in the specific neighborhood. Chicago is known for its cultural and inclusive variety of high-end cuisine. For instance, the best Posole you can get is around humble park. Humble Park is known for its Latin culture in cuisine. So, it's obvious to go places that are known for a specific cuisine. “If you can just open ghost kitchen concepts in manufacturing and then eventually doesn't make sense to have any sort of retail on these main streets and the fabric of our neighborhoods, open ghost kitchen concepts in manufacturing and then eventually just doesn't make sense to have any sort of retail on these main streets and the fabric of our neighborhoods is dying. " (Chicago) Scott Weiner, Owner of F flitty/50 restaurants group. The important takeaway is to invest in your community.

The restaurant is the community around it. So, when it comes to ghost kitchens many find a problem in that. The shared concept multi kitchens has pulled in traffic with many orders coming in. Yes, that is great but the 4000 block of north Rockwell Avenue does not agree. The Rockwell food center is known to be owned and operated by cloud kitchens. They opened in the middle of 2020, from their neighbors have been pushing back. Since there are so many orders, delivery drivers must line up in the area to find a parking space to pick up the order and deliver it. Since this is a two-way St trying to find parking in front of cloud kitchens is difficult since other businesses around have trouble operating with such traffic. The Alderman Matt Martin explains, “there is this very small infrastructure in terms of what the streets will tolerate. There are also public safety issues involving revolving verbal altercations with third-party delivery drivers, residents the other owners about the block.” (3:30, Fox News). This affects the community in a negative way. The point of Cloud kitchens is to create an opportunity for many restaurants business not to create problems. The community is what makes cloud kitchens successful. Since cloud kitchens is the biggest player in ghost kitchens with a $5 billion-dollar valuation it will be hard to keep them out. This location is prime with many orders delivery quicker that makes many customers happy. With many backs and forth tense public meetings cloud kitchens has focus a plan to control traffic. Yet, the neighborhood is pushing hard to avoid future problems like this. It's hard to say that a concept that supports local business ends up dividing the community's servers in.

The idea of ghost kitchens raised the question of, is it worth opening one up? Just like you and me. We are still exploring what this concept really is and what it represents. The milt kitchen warehouses combine many businesses' news in one space. It can create a less cost-effective grand opening and provide more income for the quality of food. Having no dining in is no money spent on the layout, tables, chairs, and decorative elements. I mean it takes millions to create your brand and have your own space. From there you must think of hiring people and delivery drivers. There are so many costs that you must worry about. In which Ghost kitchens help provide all those costs without you worrying about. Allowing you to have a larger audience for your business, since everything is on the app more people will order from there. So, you have mostly control over what your brand represents and its goals. Owning a restaurant is craft and skill, the passion for food is a must. I mean ghost kitchens give life to bright ideas with a small price to pay. It's a risk regardless causes your putting your craft out there for many to enjoy. That said, business can lead to failure. It's common since this is a trail an error industry. The risk was less since the pay was less. There are many factors in how to make a successful business. Dine in restaurants as well can faced these types of situations.

The restaurant industry is constantly changing. So yes, ghost kitchens can create an opportunity to create your craft with a minimal risk. so the viral sensation of those kitchens popping up has created many new options for the consumer. Yet many dine-in restaurants have evolved in order to stay open during these tough times as well. By changing the Newport brand or even adding new reinforcements within the restaurant. It's clear that the restaurant industry has evolved in many ways for the consumer to be satisfied with their service. No matter what happens dine-in restaurants in ghost kitchens can lead to success or failure. Each have their own unique concept to the consumer which results in then come back again. To answer the question, I do believe ghost kitchens have impacted a new view on how the restaurant industry will continue to grow. So the future of the restaurant industry can potentially be table-less but by the looks of it many communities preferred their local restaurants. So I guess it’s up to you to decide if the meal is for here to go.

 

 

 

 

Works Cited

 

Chicago, Fox. “Ghost Kitchens: Should Your Neighborhood Be Afraid?” FOX 32 Chicago, 23 June 2021, www.fox32chicago.com/news/ghost-kitchens-should-your-neighborhood-be-afraid.

ENL insights. “What Is a Ghost Kitchen? The Future of Fast Food.” Hospitality Insights, hospitalityinsights.ehl.edu/ghost-kitchen.

“The Future of Restaurants€”Trends, Models, Technology | BU SHA | School of Hospitality Administration.” © 2022 Boston University, 19 Nov. 2021, www.bu.edu/hospitality/2021/11/19/future-of-restaurants.

Jennings, Lisa. “MEET THE GHOST KITCHEN PLAYERS.” Restaurants Hospitality, vol. 104, no. 2, Feb. 2020, pp. p36-37.

Miller, Richard. Restaurants:Impact of the Pandemic. RKMA Market Research Handbook Series, Special edition. Miramar, Florida : Richard K. Miller and Associates., 2020.

Peach, Katherine. “The Dark Truth About Ghost Kitchens.” Mashed, 2 June 2021, www.mashed.com/426156/the-dark-truth-about-ghost-kitchens.

Romeo, Peter. “GHOST KITCHENS GAIN TRACTION: Restaurant Operations of All Types and Sizes Are Suddenly Embracing the Facilities, Which Are Evolving to Address Past Shortcomings.” Restaurant Business., vol. 118, no. 11, season-03 2019, pp. p46-48.

Ruse, Gary Alan. “New Restaurant Owner Adapts to ‘New Normal.’” Miami’s Community News, 27 July 2020, communitynewspapers.com/featured/new-restaurant-owner-adapts-to-new-normal.

Smith, Bryan. “THE FUTURE WILL BE TABLE-LESS.” Entrepreneur, vol. 48, no. 1, Jan. 2020, pp. p112-122.

Stanley, Justin. “How Restaurants Have Innovated to Face the Pandemic.” PBS NewsHour, 14 Sept. 2021, www.pbs.org/newshour/economy/how-restaurants-have-innovated-to-face-the-pandemic.

Types of Ghost Kitchens – MenuDrive – Restaurant Online Ordering and Marketing Platform. www.menudrive.com/types-of-ghost-kitchen

 

Assessment Tool:

Student used 4 different colors to highlight sections. The highlighted sections are all correct.

Student used 4 different colors to highlight sections but 1 section is highlighted incorrectly.

Student used 4 different colors to highlight section but 1-2 sections are incorrect.

Student only used 3 different colors for highlighted sections but all are correct.

Student used less than 3 different colors for highlighted sections and/ or some are incorrect.