Launching a new brand
The client's key requirement is to launch new brands and locations fast and without development. This section shows how that works in a multi-tenant architecture.
The idea: a brand is data, not code
In Shopify a new brand = a new store: a new subscription, a new admin, a new theme, new integrations. On our platform a new brandBrandA trade brand inside the platform (e.g. "Pizza Burger"). One brand can have several restaurants/kitchens. In the architecture a brand equals a tenant. is new rows in the shared database plus content. The code that serves them is already written and deployed once for all.
How a brand is created (steps)
- The Company AdminCompany AdminThe platform owner. Sees and manages all brands, restaurants, orders and cross-brand analytics; creates new brands. fills in the brand card: name, logo, colors, domain.
- Picks a menu template or copies the menu of an existing brand.
- The platform creates the related records (
brand, categories, items, settings) — with no developer involved. - A Brand AdminBrand AdminAdministrator of a single brand. Manages its restaurants, menu and settings, and sees analytics for that brand only. is assigned.
- The first kitchenKitchen / RestaurantA specific location of a brand (e.g. "Pizza Burger Berlin Mitte"). Has its own menu, orders and settings within the brand. is added with a copy of the menu.
- The brand opens on the storefrontSSRServer-Side Rendering — the page is built on the server and delivered as ready HTML. Needed for SEO and fast first load of the storefront. at its domain.
Creating a new location
A location (kitchen) inside a brand is set up even more simply — by copying the menu, delivery zones and time-slot settings in a few clicks. The time-slot and zone logic is part of our backend, not a separate paid subscription (like Zapiet in Shopify).
Visual differentiation
"One template with different colors" is the baseline: enough to start. But in a custom stack this is a project decision, not a constraint: if over time you need Brand A to look completely different from Brand B (its own page structure, typography, UX), it's edits in Vue components within the same team — not building a separate theme per store.
What this means for the business
| Shopify (store per brand) | Ghost Kitchen (multi-tenant) | |
|---|---|---|
| New brand | New subscription + admin + theme | Rows in the DB + content |
| Fee per brand | ~€130+/mo × N | €0 extra |
| Time to launch | Days (store setup) | Hours (content onboarding) |
| Cross-brand analytics | Poll N stores | One SQL query |
| Single customer | No (siloed) | Yes |