Business Model Adaptation of Ghost Kitchens in the Era of Digital Transformation: The Role of Social Media as a Sales Channel

Abstract

Digital transformation has transformed the culinary business model from conventional to modern with digital technology. This change has led to the emergence of an innovative business model, namely the ghost kitchen, a culinary business that operates without dine-in services and focuses on online ordering and distribution systems. In this business, social media is not only a communication medium, but also a means of promotion, interaction with consumers, and the product sales process. Therefore, the use of social media is a crucial factor in the operational success of ghost kitchens in the digital era. This study uses a qualitative approach with a case study design to deeply understand the adaptation of the ghost kitchen business model to face the digital era. Data were collected through interviews with five business owners, observation of marketing activities on social media, and documentation of promotional content. Informants were selected purposively with the criteria of businesses that implement the ghost kitchen concept and actively utilize social media as a marketing tool. The results show that Instagram is the main platform used for promotional activities, interactions, and product orders. Other platforms such as WhatsApp, TikTok, and marketplaces are used as supporting media to expand market reach. Marketing strategies include creating visual content in the form of photos and videos, presenting attractive promotional content, and utilizing paid promotion features to increase visibility. Thus, social media plays a strategic role in supporting the adaptation of the ghost kitchen business model while maintaining the sustainability of digital-based culinary businesses