Late-night participation: a campus ghost kitchen lifts weekday orders more than 50%
At Towson University, Aramark Collegiate Hospitality's Tiger Hospitality team opened Social Bites, a ghost kitchen in Newell Den that runs five virtual concepts from one location. Students order through a mobile app and pick up from food lockers or get robot delivery, and it stays open until midnight. Aramark says weekday late-night orders are up more than 50% from last year, with about 65 robot deliveries a day; the concept grew out of a pilot run from Newell Dining Hall the year before.
Why it matters for directors: Late-night demand can be captured from existing kitchen space without new storefronts. Pilot a few virtual brands from one kitchen with mobile ordering and locker pickup, then track late-night order counts before scaling.
Original source: Aramark ↗