So I see that this comment and a few others make the point that a great number of people are too lazy/poor/busy to make the distinction between good food and ghost kitchen drivel. I think this is an interesting argument, but in food the cheap end of the spectrum is not some unclaimed territory. There are fast food chains and cheap eats galore. These fast food chains survive by franchising and rabid supply chain optimization. But just because something is cheap and easy does not make it a winner. To build an audience, ghost kitchens have to become trustworthy brands, which they can never do by definition.

In your comment on Amazon, I think the difference is that often times, the white label goods are actually pretty good. So while it’s not branded, the reputation is overall positive, and sometimes these goods come from the exact same factories as the branded goods. While some ghost kitchens are derived from real, high quality restaurants, most of the time it is a distressed business that needs to rebrand or a new entrant of questionable quality.