MaaS: Meals as a Service

The American Eater Wins Again

As delivery becomes cheaper, quicker, and more incentivized Ghost Kitchens will emerge as the most desirable business model for restaurant entrepreneurs. Consumers will continue to embrace the ease of ordering via delivery apps and incentives like Uber Rewards will solidify network effects. As these networks effects strengthen so will the need for restaurants to opt in.  At a certain point there will likely be a duopoly of apps which consumers choose to order their meals. The decline in labor costs will put great downward pressure on meals perhaps fueling a propensity for consumers to parlay these savings into higher quality ingredients for their meals.

The consumer of the future will be someone who will likely only cook for the sport of it. This consumer will subscribe to certain meal plans and expect to receive meals at a preordained time. The choices will be channeled to adhere to the consumers unique fitness and health goals. Wearable devices track their caloric need, smart toilets determine if they need more fiber and findings from their DNA sample will ensure they get enough of the micro nutrients they are genetically prone to be deficient in.

Instagram influencers will offer you a discount to sign up for their proprietary diet and workout program. Ghost Kitchens will be able to provide a meal that has been weighed out and carefully crafted according to their proprietary formulas . Perhaps you will grant the influencers access to your Peloton equipment’s data in order to get the optimal post workout meal. The ability of Ghost Kitchens to radically change consumer behavior will be a boon for the healthcare system as the next generation strives to avoid the preventable health perils of their elders.

Cities have been the first to adopt Ghost Kitchens but residents of the suburbs may be even more likely to subscribe to a MaaS. The suburbs are home to people with long commutes, families, and busy schedules. Ghost Kitchens will allow families to get one delivery for multiple unique meals. Children could be granted a credit to choose their own dinner, via the MaaS app, so that everyone has full autonomy over their meals.

Class A retail space has been experiencing vacancies as retail continues to migrate online, killing many anchor stores in the process. The mall of the future boasts gyms and grocery stores as they are becoming a place of utility. Ghost Kitchens should aim to establish a presence within these locations. Class A retail space is most desirable due to its close proximity to public transit, highways, and the considerable foot traffic for marketing purposes. Drivers will be able to easily enter and exit these centrally located malls, and the roof of the mall offers ample room for a drone delivery pads. This may also represent an opportunity for the ghost kitchen to enhance its economies of scale by coordinating deliveries and offering discounts to existing food court vendors and dine in restaurants within the area.

Meals as a service will become one of the most lucrative categories for a company to dominant. Uber with Uber Eats and Uber Rewards is perhaps the current favorite to win this space, especially if they can find a way for users to purchase other items on their platform- like plane tickets.


  • If Class A retail space and ghost kitchen’s aren’t the match I believe them to be then there will surely be a net lease REIT to benefit from MaaS
  • Facebook as Instagram will enable countless influencers to collect fees for curating custom meal plans
  • Vertical Farming to be integrated with Ghost Kitchens
  • Smart Devices – Wearables, Weight sensors to track the quantity of food in a pantry, Smart doors granting access to deliveries
  • Payment Processors / Google & Apple taking their cut from the app stores
  • Kitchen Robotics & Drones


  • Brands: Will people become brand agnostic as they are more focused on meal quality? Dunkin’ Donuts is very reliant upon a person’s morning routine incorporating their products but there may now be a healthier, cheaper, and more convenient option
  • Biotech & pharmaceutical companies that rely on curing and treating preventable diet induced disease