Skip to main content

The Manual may earn a commission when you buy through links on our site.

Are Ghost Kitchens Here to Stay? Stephen Starr Isn’t Sure

Photo by Alex Cahanap Image used with permission by copyright holder

The pandemic changed a lot of things, especially the restaurant industry. When cities across the country banned indoor dining, once-buzzy eateries with impossible-to-get reservations were left struggling to pay their rent, employ workers, and generally stay afloat. (Take a look at DoNYC’s ever-growing list of places that have permanently shut down for a sense of what it’s like in New York City alone.) Then came ghost kitchens. One of the growth areas in a market that was particularly hard-hit, the concept gained traction last March, when upscale restaurants realized that they wouldn’t be serving guests in the manner they used to anytime soon.

Related Guides

Motivated by the need for a new way to generate alternative income — sometimes even pivoting away from their own cuisine to adopt more delivery-friendly dishes — and without a big capital spend, big-name foodies have jumped on the bandwagon, creating spinoff concepts run out of their existing operations. See: Philly-based restaurateur Stephen Starr’s quadfecta of Jackass Burrito (via Mexican restaurants El Vez and El Rey), Wing Wing Wing (via German biergarten Frankford Hall), and Pete’s Place and Chicken Scratch (via Serpico), Justin Smillie’s Smillie Pizza (via Il Buco Alimentari & Vineria), Matt Kliegman’s Black Seed Pizza (via Black Seed Bagels), Dan Kluger’s Washington Squares (via Loring Place), Robert Aikens’s Ghostburger (via Mexican cantina Espita), Bryant Ng’s Cassia Rice & Noodle Kitchen (via high-end Vietnamese restaurant Cassia), Kyle Itani’s Nikkei Sushi (via Japanese noodle shop Itani Ramen), the list goes on. And the future is looking bright: According to Euromonitor, the delivery-model is projected to reach $1 trillion worldwide by 2030.

Photo by Alex Cahanap Image used with permission by copyright holder

Social media has also taken note, with users tagging their go-to ghost kitchens on Instagram, generating brand equity and exclusivity, and, of course, a bit of FOMO. For his part, Starr teamed up with the duo who created meme content for Michael Bloomberg during his presidential campaign to spearhead his social media strategy, which will include stunts reminiscent of the MTV series Jackass on the streets — with real donkeys. The marketing opportunities online truly know no bounds. Here, Starr talks more about ghost kitchens, the current state of the restaurant industry, and his favorite meme account to follow.

Courtesy of STARR Restaurant Group Image used with permission by copyright holder

Do you think ghost kitchens have staying power post-pandemic?

Stephen Starr: I’m not convinced that virtual concepts constitute the future of the restaurant industry. I don’t believe people’s dining habits have changed forever and that these concepts will be so important once people feel safe going out again. I just wanted to do something that has an immediate impact, by keeping my staff employed, without having to invest a ton of time or capital on it.

What does the future hold for Jackass Burrito?

Photo by Alex Cahanap Image used with permission by copyright holder

SS: I think it would be great for brick-and-mortar, specifically as a fast-casual option at college campuses. I’m already scouting some properties in Cambridge, New Haven, and areas around Penn State University.

How did you come up with the name?

Image used with permission by copyright holder

SS: When I was thinking about this concept, I found out that burrito means “little donkey,” which is also a jackass. It reminded me of when I was growing up and my aunt used to say to me “Stephen, don’t be a jackass,” which puts a smile on my face. Most virtual concepts these days tend to be generic. We’re trying to give them soul, at least in the name. Jackass Burrito felt like the safest way to give it to you straight and bring the humor — there’s something very refreshing in that right now.

The concept really harnesses the power of social media, and Jackass Burrito’s Instagram features a ton of great memes. Do you have a favorite meme account?

SS: Truth be told, I wasn’t that familiar with memes until a few months ago. My kid showed me this account with waiter memes that I like: @serverlifememes. When we were launching Jackass [Burrito], I knew this stuff would resonate with Gen Z’ers.

People of all ages seem to be gravitating toward comfort food right now. Why do you think that is?

Photo by Alex Cahanap Image used with permission by copyright holder

SS: The idea to do “kinda Korean” with Pete’s Place was all our chef, Peter Serpico. The inspiration came from quarantine months cooking at home with his daughter — noodles and stews made of whatever they could dig up in the pantry. He figured if it’s all they crave, it might be someone else’s craving, too. And he was right. It’s all my son wants to eat right now. As for burritos, they were our bestsellers at El Vez and El Rey, so I riffed on them and added some new options, like the All-Day Breakfast burrito and the Baja Shrimp.

Editors' Recommendations

Topics
Claire Stern
Former Digital Trends Contributor
Claire Stern is a writer and editor based in New York City. You can check out her work in Elle, InStyle, Glamour, DuJour, New…
A chef gives us the secret key ingredient to make perfect fried chicken (and the one step most people get wrong!)
The secret to perfect fried chicken is simpler than you think
Fried chicken

Beautifully executed fried chicken is, perhaps, one of the few perfect things we get to have as human beings. Its warm, crispy, decadently crunchy crust with a hot and steamy, sinfully juicy, rich, and savory center is enough to make most grown men weep with pure joy. This classic dish is arguably one of the most important staples of American cuisine, and the pressure to get it right can be intense. The good news is, no one knows how to make fried chicken better than Chef Trevor Stockton, of The Restaurant at RT Lodge, and he graciously agreed to be our guide with a few of his best tips.

Chef Stockton shared with us the secret to perfect fried chicken, and the answer is a simple one. "The most important thing, other than using a quality chicken, is using quality buttermilk," he said, adding that he uses Cruze Farm Dairy buttermilk, which is churned and not homogenized. "If you can get your hands on real churned buttermilk, it will give you nice tender chicken because it still has all of its original qualities. We season our chicken very simply and then cover it with the Cruze Farm buttermilk for a minimum of 24 hours."

Read more
This is the perfect 4 course apres ski dinner menu
Yeah, you'll pass out afterward, don't worry
Friends eating around table

The term après-ski, made popular in the Alps during the 1950s, brings with it a certain air of sophistication and expectation. Gorgeously furnished, rusticly chic mountain lodges, complete with roaring fires and expensive cocktails, come to mind. The faintest sound of Sinatra crooning from well-placed hidden sound systems, clinking glassware, and lilting laughter coming from tables full of old friends and older money seems to be the very soundtrack of the term après-ski.
Of course, with this ambiance comes beautiful cuisine. What is après-ski without perfect dishes? Dishes that must be elegant yet satisfyingly hearty to the youthful yet exhausted skier or snowboarder. Dishes that - if prepared by yourself and not the personal chef - must be simple enough to make with a glass of wine in one hand and friends gathered in the kitchen.
This is the perfect après-ski menu for just such an occasion. These four courses are balanced, comforting, and elegant, perfect after a day on the mountain.

Poutine recipe
Is it indulgent? Yes. Do you deserve it? Also, yes.

Read more
How to make beer at home: A guide for beginners
Learn the basics of home brewing here
Home brewing bottles

At the very least, a hobby should be enjoyable -- something fun you like to do when you have free time. But, hobbies are usually even more gratifying when they’re productive. From cooking to quilting, candle making to gardening, if your hobby yields a product you can use, the activity can be especially motivating. Making your own beer at home, or delving into the world of home brewing, is a surprisingly approachable hobby and one you can get really good at with a little practice and tinkering.
If you learn to make your own beer at home, you can tailor your brews to your exact personal tastes, whether you're a fan of a hoppy IPA, a light lager, or a dark stout. Home brewing can also potentially save you money -- and last-minute runs to the liquor store if you realize you’re out of beer and want to enjoy one while watching the game. It can also allow you to be part chef, part scientist, and draw upon creative yet mathematical tendencies, and many people find that though it may seem daunting at first, learning to make beer at home is a fun hobby they end up sticking with and perfecting for years. Ready to roll up your sleeves and start fermenting? Keep reading to learn how to make beer at home.

Basics of making beer at home
Home brewing is sort of like cooking in that there is a basic recipe to follow, yet it can be tailored and modified to yield different types of beer. However, unlike cooking -- which is typically just a few hours from start to finish -- making beer takes about a month from the initial steps until you can enjoy the final product. That said, they do say good things are worth the wait.
The simplest way to venture into home brewing is to buy a beer brewing kit, which will contain all the equipment, instructions, and ingredients needed to make beer at home. There are also countertop home brewing appliances if you want to get fancier with your brewing. However, you can also pick up the specialized equipment and ingredients you need at an online home brewing retailer.

Read more