ABSTRACT
The coronavirus pandemic has shattered the world economy. To prevent the spread of the virus and break the chain, Governments have issued restrictions regarding staying at home, restaurant operation times, the supervision of cleanliness, social distancing, and others. This has had an impact on economic stability and buying patterns which in the past allowed customers to be free to go to restaurants and dine. A strategy is needed to reduce the losses of restaurants and to maintain business. The purpose of this study is to determine the differences between traditional restaurants and ghost kitchens. The research method used qualitative analysis with a step using participatory observation techniques. The results provide recommendations for adding online sales services, marketing digital, improving product quality, and optimizing customer relationships to be understood and adopted by culinary business actors, especially MSMEs, and the implications to cost efficiency by the use of the ghost kitchens to keep business afloat during the pandemic.
