Ghost Kitchens Surge in Mexico, Fueled by Digital Platforms and Changing Consumer Habits
In less than five years, ghost kitchens have evolved from a curious anomaly in the food industry to becoming the invisible engine driving a significant portion of Mexico’s restaurant business. According to figures from DiDi Food, Mexico accounts for 67% of global ghost kitchen orders on their platform, with an annual growth rate of 58% in 2024 alone.
From Alternative Model to Profitable Solution
What was once an alternative for those unable to afford a physical location has now become a cost-effective and flexible solution for culinary entrepreneurs. By avoiding customer service expenses and high rents, ghost kitchens leverage shared infrastructure and delivery logistics through apps, creating a digital culinary production ecosystem.
Monterrey and CDMX: Delivery Hubs
Dark Kitchen Industry, based in Monterrey, exemplifies this model’s success. Starting operations in 2019, it now boasts 25 active brands across nine locations, with plans to expand by late 2025.
Delivery
Their growth has been exponential: a 500% increase in daily orders compared to 2022, with an affordable menu of dishes under 100 pesos reflecting the urban appetite for quick, varied, and economical food.
In Mexico City, neighborhoods like Roma, Condesa, and Narvarte have become delivery hotspots for these kitchens, often sharing the same address and coexisting with apartment buildings. According to estimates from the Cámara Nacional de la Industria Restaurantera (Canirac), there will be over 1,200 active ghost kitchens in the capital by 2025, a 40% increase from 2023.
The New Economy of Appetite
The rise of ghost kitchens is also linked to changing consumer habits. During Halloween and Day of the Dead in 2024, orders in Mexico grew by 49.13% compared to 2023, reaching over 500,000 orders in just a few days.
The most requested categories —pizzas, hamburgers, and Mexican food— confirm that delivery is no longer a luxury but an extension of daily life. On Dia de Muertos, November 2nd, there was a 26% increase in orders compared to a regular day, demonstrating that traditions are also celebrated through taste.
Technology, Logistics, and Flavor: The Three Pillars
The growth of ghost kitchens wouldn’t be possible without the technological support provided by platforms like DiDi Food. Beyond connecting users with delivery personnel, the app functions as a strategic ally optimizing routes, visibility, and sales analysis for restaurant owners.
Delivery
Moreover, the pandemic solidified a new type of digital culinary entrepreneur who can launch a brand from home, share kitchen space with other projects, and build reputation solely through social media and reviews.
Future of the Sector or Profitability Bubble?
Sector experts warn that the rapid expansion could lead to oversupply, with dozens of brands competing for the same customers. However, the model seems to have room for continued growth, especially with the arrival of hybrid kitchens that combine delivery and small-scale in-person experiences.
What is certain is that Mexico not only adopted but perfected the ghost kitchen phenomenon. These kitchens are now the clearest reflection of a gastronomy that adapts, innovates, and survives from the city’s shadows.
Key Questions and Answers
- What are ghost kitchens? Ghost kitchens, also known as dark kitchens or virtual restaurants, are food preparation spaces that operate exclusively for delivery through third-party apps and online ordering platforms.
- Why are ghost kitchens popular in Mexico? Ghost kitchens have gained popularity in Mexico due to their cost-effectiveness, flexibility, and the support of digital platforms like DiDi Food. They leverage shared infrastructure and delivery logistics to create a digital culinary production ecosystem.
- How have consumer habits changed to support ghost kitchens? Changing consumer habits, such as increased reliance on delivery services and a preference for varied, affordable food options, have contributed to the growth of ghost kitchens in Mexico.
- What is the future outlook for ghost kitchens in Mexico? While there are concerns about potential oversupply, the model is expected to continue growing, especially with the emergence of hybrid kitchens that combine delivery and small-scale in-person experiences.
