In April 2022, the founder and chief executive officer of Just Kitchen Holdings Corporation (Just Kitchen)—a Canada-based and publicly listed operator of ghost kitchens in Taiwan—was sitting with part of his team to discuss the marketing plans for the year. The company reported revenues of CA$4.6 million for the second quarter of 2022. In the second quarter 2022, total revenues increased by 127 per cent and retail order volume grew by 151 per cent. That year, the number of ghost kitchen locations had increased from 14 to 28. The founder wanted to double the company’s revenue by 2023. To achieve this goal, the management team faced several questions: Should Just Kitchen focus more on local brands in Taiwan or invest in international brand licensing and partnerships? How could the company leverage the omni-channel opportunity to better engage with its consumers and not depend on the delivery partners? What strategies should Just Kitchen consider to attract and retain customers, grow its sales revenues, and increase profitability?
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