Introduction
Ghost kitchens are becoming increasingly popular and with that popularity comes the need to track and measure their performance. Key Performance Indicators (KPIs) are important tools for evaluating the efficiency of a ghost kitchen’s operations and performance. Many of the most important KPIs focus on order volume, customer retention, lead time, average order value, gross profit margin, average customer value, and customer satisfaction rating. .
This article will discuss the top seven ghost cooking KPIs, how to track and calculate them, and the importance of understanding these metrics.
Order size
Definition
Order volume is a key performance indicator (KPI) used to measure the number of orders placed in a shadow kitchen. It serves as a measure of total demand for a shadow kitchen’s products and services.
Benefits of Tracking
- Monitor the performance of a ghost kitchen over time.
- Identify potential opportunities for growth and improvement.
- Compare the volume of orders in different shadow kitchens.
Industry Benchmarks
The average order volume for a shadow kitchen is usually between 20 and 50 orders per day. However, this number may vary depending on the size and type of ghost kitchen.
How to calculate
Order volume is calculated by counting the number of orders placed in a given period. This can be done manually by counting each individual order or by using a tracking system that automatically records orders.
Calculation example
For example, if a shadow kitchen receives 30 orders in one day, its order volume for that day would be 30.
Tips and tricks
- Track order volume over time to identify patterns and trends.
- Compare the volume of the order in different shadow kitchens to determine which perform best.
- Use order volume to set goals and targets to increase sales.
Loyalty of the clientele
Definition
Customer retention is a key performance indicator (KPI) that measures a ghost kitchen’s ability to maintain regular customers. This is an important metric to track as it helps measure the success of a business in terms of customer loyalty and satisfaction.
Benefits of Tracking
Tracking customer retention is important for ghost kitchens because it allows them to identify and resolve any issues that are keeping customers from coming back. It also provides valuable information about customer preferences and trends, which can be used to improve customer experience and increase sales.
Industry Benchmarks
The industry benchmark for customer retention is typically set at 70%. This is the percentage of customers who are expected to stick with a ghost kitchen over time. It is important to note that this benchmark may vary depending on the industry and type of business.
How to calculate
The customer retention rate is calculated by dividing the number of customers who have made multiple purchases by the total number of customers over a given period. This calculation will give you the percentage of customers who have remained loyal to your ghost kitchen.
Calculation example
For example, if a ghost kitchen had 250 customers in the last month and 75 of those customers had made multiple purchases, the customer retention rate would be 30%.
Tips and tricks
- Focus on providing an excellent customer experience to increase customer retention.
- Leverage customer feedback to identify areas for improvement.
- Analyze customer data to identify trends and preferences.
- Provide incentives and rewards programs to encourage returning customers.
- Regularly monitor customer retention to identify any issues.
Delivery report
Definition
Delivery time is the time between when an order is placed and when it is delivered.
Benefits of Tracking
Tracking delivery time is important for understanding how quickly and efficiently orders are being filled. Measuring it allows restaurants to assess and improve operational efficiency, optimize delivery routes and improve customer satisfaction.
Industry Benchmarks
The average delivery time for ghost kitchens is 30 minutes, however, this metric can vary significantly depending on the size and complexity of an order.
How to calculate
The formula for calculating delivery time is:
Calculation example
For example, if an order is placed at 12:00 p.m. and delivered at 12:30 p.m., the delivery time is 30 minutes.
Tips and Tricks for Tracking Delivery Time
- Set realistic expectations based on the complexity of the order.
- Identify and address any delays in the delivery process.
- Optimize delivery routes to minimize delivery time.
- Provide customers with accurate estimated delivery times.
Average order value
Definition
Average Order Value (AOV) is a metric used to measure the average amount spent by a customer on a single order. It is commonly used to assess customer loyalty, as well as the effectiveness of marketing campaigns and promotions.
Benefits of Tracking
Tracking and calculating AOV provides valuable insight into the health of your business. This metric can be used to determine how much each customer has, how often they buy, and the effectiveness of promotions and discounts. AOV can also be used to compare your company’s performance against industry benchmarks.
Industry Benchmarks
The average order value for shadow kitchens varies by industry. Generally, the average order value for a ghost kitchen is between and . However, other industries may have much higher benchmarks. For example, the AOV for a full service restaurant is usually around .
How to calculate
The formula for calculating AOV is quite simple:
Calculation example
For example, let’s say a ghost kitchen had total revenue of ,000 and total orders of 100. The AOV would be .
Tips and tricks
- Monitor AOV regularly to ensure your business is meeting industry benchmarks.
- Use AOV to measure the effectiveness of marketing campaigns and promotions.
- Analyze AOV to identify customer spending and loyalty trends.
- Use AOV to optimize prices and product offers.
Gross margin
Definition
Gross profit margin (GPM) is a key performance indicator (KPI) that measures a company’s profitability by subtracting cost of goods sold from total revenue and dividing by total revenue. It is usually expressed as a percentage. GPM is an important metric for ghost kitchens as it helps track the performance of their operations.
Benefits of Tracking
Tracking GPM can help a ghost kitchen determine and monitor its profitability. It can be used to compare the performance of different kitchen locations and to track changes in performance over time. GPM also provides insight into the efficiency of kitchen operations, as it measures the amount of revenue generated from each sale.
Industry Benchmarks
The average GPM for ghost kitchens varies depending on the type of food sold and the size of the kitchen. Generally, the GPM should be between 20 and 40%. A higher GPM indicates that the kitchen is operating efficiently, while a lower GPM indicates that the kitchen may not be generating enough revenue to cover its costs.
How to calculate
The formula for calculating GPM is as follows:
Calculation example
For example, let’s say a ghost kitchen had total revenue of 0,000 and cost of goods sold of ,000. The GPM would be calculated as follows:
Tips and Tricks for KPIs
- Track GPM regularly to ensure the kitchen is running efficiently and generating enough revenue to cover costs.
- Compare GPM in different kitchen locations to identify areas for improvement.
- Monitor GPM changes over time to identify trends and adjust operations accordingly.
Average customer lifetime value
Definition
Average Customer Value (ACLV) is a metric that measures the total value of an individual customer to a business, over their entire relationship. It is calculated by taking the total amount of revenue generated by a customer over their lifetime and dividing it by the total number of customers.
Benefits of Tracking
CLMA tracking gives companies insight into the value of each customer throughout their entire relationship with the company. This helps companies better understand the value of their customers and make better decisions about how to optimize their customer experience. Additionally, tracking the ACLV provides businesses with a long-term view of their customer base, helping them make more informed decisions about their marketing and sales strategies.
Industry Benchmarks
A company’s average CLVA can vary widely depending on the company’s industry and customer base. Generally, businesses with a high ACLV tend to be those that have a loyal and engaged customer base, and those that are able to offer high-value products and services.
How to calculate
The formula to calculate the average customer value is:
Calculation example
For example, let’s say a business has generated a total of ,000,000 in revenue from its customers in the last year, and they have a total of 10,000 customers. The CVMA for the company would be:
Tips and tricks
- Be sure to track the total amount of revenue generated by each individual customer, as this will give you the most accurate calculation of ACLV.
- Calculate the ACLV for each individual customer, as well as for the aggregate customer base. This will help you identify trends and see which customers are more valuable to your business.
- Monitor the LCDM regularly, as changes may indicate the need for adjustments to your marketing or sales strategies.
Customer satisfaction rate
Definition
Customer Satisfaction Rating (CSR) is a KPI that measures the degree to which customers are satisfied with the quality of food and services provided by a ghost kitchen. It is expressed as a percentage and is calculated by comparing the number of customers satisfied with the service to the total number of customers.
Benefits of Tracking
Tracking customer satisfaction ratings is beneficial to a ghost kitchen in many ways. It provides an accurate measurement of kitchen performance, allowing the company to identify areas for improvement and adjust their strategies accordingly. Additionally, CSR tracking helps build customer loyalty and trust, as customers are more likely to return to a kitchen that demonstrates a commitment to meeting their needs.
Industry Benchmarks
Industry benchmarks for customer satisfaction rate vary by industry. Generally, a good CSR score is considered to be around 80%. However, this may vary depending on the type of food service, kitchen location, and other factors.
How to calculate
The customer satisfaction rate is calculated by dividing the number of customers satisfied with the service by the total number of customers and multiplying the result by 100. The formula for this calculation is as follows:
Calculation example
For example, if a ghost kitchen serves 50 customers and 45 of them are satisfied with the service, the customer satisfaction rating would be calculated as follows:
Tips and tricks to improve the KPI
- Focus on providing high quality fresh ingredients.
- Make sure orders are delivered on time.
- Provide excellent customer service.
- Regularly monitor customer feedback.
- Encourage customers to leave reviews.
- Respond promptly to customer complaints.
Conclusion
Understanding the top seven Ghost Kitchen KPIs is key to making informed decisions, improving operations, and ultimately success. By tracking and analyzing these metrics, ghost kitchens can make improvements that can have a lasting positive impact on results.
The seven Ghost Kitchen KPIs discussed in this article are: Order Volume, Customer Retention, Lead Time, Average Order Value, Gross Profit Margin, Average Customer Value, and Customer Satisfaction Rating . With the right technology and data insights, these measurements can provide valuable insight into a ghost kitchen’s performance.
Ultimately, measuring shadow kitchen efficiency can lead to better business decisions based on real data and insights.
- Home
- Order size
- Loyalty of the clientele
- Delivery report
- Average order value
- Gross margin
- Average customer lifetime value
- Customer satisfaction rate