Cloud kitchens reshape Kingdom’s food industry amid economic shifts

AMMAN — Cloud kitchens and delivery-only food services are transforming Jordan’s food industry, according to stakeholders, who say the trend is gaining momentum amid shifting consumer habits and economic challenges.

“Driven by changing consumer behaviour, rising operational costs, and the expansion of digital platforms, the model is opening new economic avenues and diversifying the local dining scene,” said Omar Awwad, president of the Jordan Association for Restaurants and Sweet Shops Owners, in remarks to The Jordan Times.

He noted that cloud kitchens represent a smart evolution in the food economy, as they significantly reduce overhead costs, foster culinary innovation, and offer new opportunities for small- and medium-sized enterprises.

For young entrepreneurs like 28-year-old Nour Awad, a home cook-turned-business owner, cloud kitchens have provided a low-risk entry into the competitive food industry. Awad now operates a virtual kitchen that delivers traditional Palestinian dishes to dozens of customers each week.

Marketing consultant Baraa Ahmad told The Jordan Times that food delivery platforms are also adapting to this trend by offering integrated support services, including marketing tools, logistics, and data analytics.

“We’re seeing a noticeable rise in independent food brands,” Ahmad said, adding that the cloud kitchen model is fueling local entrepreneurship and enabling more people to enter the food business without the need for a physical storefront.

As Jordan works towards economic recovery, cloud kitchens are proving to be more than a passing trend. Stakeholders say the model is an inclusive and innovative solution that lowers entry barriers and contributes to a more vibrant and diverse food culture.