JD.Com Introduces Ghost Restaurants on Competitor Platforms

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JD.com recently launched its new self-operated virtual restaurant concept, 7Fresh Kitchen, exclusively offering meal delivery and takeout services across several platforms operated by competing technology companies in China.

The 7Fresh Kitchen located in Beijing’s ChangBao Building has garnered 2,000 monthly orders via Taobao Flash Buy, an instant retail platform under Alibaba Group, and approximately 400 orders through Meituan’s popular on-demand delivery app, according to data from both platforms.

This concept operates on a heavily asset-based model, featuring self-managed storefronts and comprehensive supply chain control. It offers food delivery within 30 minutes to customers situated within a three-kilometer radius. By expanding its presence onto third-party delivery apps in addition to JD’s own platform, the company has broadened its service options for consumers.

Industry analysts suggest that launching on platforms like Meituan and Taobao Flash Buy is a strategic move to attract more users and strengthen market presence. The extensive user base and established delivery networks of these platforms are expected to boost order volume and increase brand visibility for 7Fresh Kitchen. This approach aligns with JD.com’s goal of establishing the restaurant brand as an open platform that places no limits on customer access.

The company’s leadership has expressed openness to collaborating with other platforms, emphasizing that as long as consumer demand exists or partners are willing to cooperate, they are eager to expand into additional channels. This shift also indicates a possible change in dynamics between JD.com and Meituan, traditionally rivals, now moving toward a more collaborative relationship. Industry insiders note that in the tech industry, permanent rivals are rare; instead, companies often prioritize long-term interests.

For 7Fresh Kitchen, breaking new ground in user traffic is essential. Meanwhile, Meituan could utilize this partnership to enhance the service quality of its merchants, and Taobao Flash Buy might leverage the collaboration to further develop its business ecosystem. Such alliances have the potential to generate a mutually beneficial outcome for all parties involved.