Ghost Kitchens to Gastronomy

The ‘authentic’ Punjabi thali you ordered? It’s made in a Mumbai cloud kitchen by a chef who’s never left Maharashtra. This might sound like a dystopian culinary nightmare, but it’s the reality of the booming cloud kitchen industry, where virtual brands like Rebel Foods in India and MrBeast Burger in the U.S. are redefining—and arguably, manipulating—cultural food narratives. With the global food tech industry valued at $1.2 trillion, these digital-first restaurants are leveraging technology, data, and a dash of marketing magic to serve up dishes that cater to our cravings, while raising questions about authenticity, cultural appropriation, and the future of food.

The Rise of the Cloud Kitchen

Cloud kitchens, also known as ghost kitchens or virtual restaurants, are commercial kitchens optimized for delivery-only food service. They operate without dine-in facilities, relying on online platforms and delivery apps to reach customers. This model offers several advantages: lower overhead costs, the ability to experiment with multiple brands and cuisines from a single location, and access to a wider customer base through online platforms.

Rebel Foods, a pioneer in the Indian cloud kitchen space, operates over 450 kitchens across 70 cities, housing brands like Faasos, Behrouz Biryani, and Oven Story. Similarly, MrBeast Burger, a virtual brand launched by YouTuber MrBeast, leverages existing restaurant kitchens to offer its menu across multiple locations in the U.S. These brands have demonstrated the scalability and profitability of the cloud kitchen model, attracting significant investment and fueling the growth of the food tech industry.

The rise of cloud kitchens can be attributed to several factors, including changing consumer habits, the increasing popularity of food delivery apps, and the rising costs of operating traditional restaurants. The COVID-19 pandemic further accelerated this trend, as lockdowns and social distancing measures led to a surge in demand for food delivery services. Cloud kitchens were able to adapt quickly to this changing landscape, offering a safe and convenient way for consumers to access a variety of cuisines.

Redefining ‘Authenticity’

One of the most intriguing aspects of cloud kitchens is their ability to create and market “authentic” cuisine without any direct connection to the culture or region the food represents. Rebel Foods, for instance, offers a diverse range of cuisines, from Chinese and Italian to regional Indian specialties, all prepared in centralized kitchens by chefs who may have never set foot in the regions whose culinary traditions they are replicating. This raises questions about what constitutes “authenticity” in the context of cloud kitchens.

Is authenticity about the origin of the ingredients, the chef’s cultural background, or the adherence to traditional recipes? Or is it simply a matter of perception, carefully crafted through branding and marketing? Cloud kitchens challenge traditional notions of authenticity, suggesting that it can be constructed and curated to appeal to consumer tastes and preferences. This raises concerns about cultural appropriation, as virtual brands may profit from the cultural heritage of communities without contributing to their economic or social well-being.

The debate around authenticity in food is not new, but cloud kitchens bring a new dimension to this conversation. In the past, authenticity was often associated with the origin of the ingredients or the chef’s lineage. However, in the world of virtual brands, authenticity can be manufactured through carefully curated menus, branding, and marketing campaigns. This raises ethical questions about the appropriation of cultural culinary traditions and the potential for misleading consumers.

The Case of Wazwan: A Kashmiri Culinary Tradition

In my own region of Kashmir, the culinary tradition of Wazwan is a prime example of how food is deeply intertwined with culture and identity. Wazwan is a multi-course meal, comprising over 36 dishes, prepared by a master chef known as a ‘Waz’. The preparation of Wazwan is a complex and time-consuming process, passed down through generations, and the dishes are deeply rooted in Kashmiri history and tradition.

Imagine a scenario where a cloud kitchen in Bangalore offers a “Wazwan experience,” prepared by chefs who have never experienced Kashmiri culture firsthand. While the dishes may be technically accurate, they would lack the cultural context and the nuanced flavors that come from generations of tradition. This raises the question: Can a cloud kitchen truly replicate the essence of a cuisine like Wazwan, or is it merely offering a pale imitation, devoid of its cultural soul?

As someone deeply connected to Kashmiri culture, I believe that food is more than just sustenance; it is an expression of identity, history, and tradition. To truly appreciate a cuisine like Wazwan, one needs to understand the cultural context in which it is embedded. “Food, at its best, is a story – a narrative of a people, their land, and their heritage,” I often say. Cloud kitchens, while offering convenience and efficiency, risk stripping food of its cultural significance, reducing it to a mere commodity.

The Impact on Traditional Restaurants

The rise of cloud kitchens also poses challenges for traditional restaurants, which are already facing increasing competition and rising costs. Cloud kitchens, with their lower overhead costs and ability to reach a wider audience through online platforms, can undercut traditional restaurants on price and convenience. This can lead to the closure of traditional establishments, particularly those that are unable to adapt to the changing landscape of the food industry.

The loss of traditional restaurants can have a significant impact on local communities, as they often serve as social hubs and contribute to the cultural fabric of a neighborhood. The decline of traditional restaurants can also lead to the loss of culinary diversity, as cloud kitchens tend to focus on popular and trending cuisines, potentially neglecting lesser-known or regional specialties.

The Future of Food: Convenience vs. Culture

The rise of cloud kitchens presents a complex dilemma. On the one hand, they offer convenience, affordability, and a wider range of culinary choices to consumers. They also provide opportunities for entrepreneurs to experiment with new concepts and reach a larger market without the high costs of traditional restaurants. On the other hand, they raise concerns about the erosion of cultural authenticity, the potential for exploitation of workers, and the homogenization of culinary experiences.

As the food tech industry continues to evolve, it is crucial to find a balance between innovation and the preservation of culinary heritage. This requires a critical examination of how cloud kitchens are shaping our understanding of food and culture, and a conscious effort to support and promote authentic culinary traditions. The future of food may lie in a hybrid model, where technology and tradition coexist, offering both convenience and cultural richness to consumers.

Arhan Bagati is a youth leader from Kashmir and the founder of KYARI, a non-profit organization addressing critical issues in the region. He is also the Awareness and Impact Ambassador for the Paralympic Committee of India and is currently pursuing a Master’s in Public Policy at the John F. Kennedy School of Government at Harvard University.