The dark kitchen is making the delivery service take more and more relevance in the logistics sector. This is due to trends such as the fact that receiving the order at home has become the most important factor for 62% of consumers when considering a purchase online, it is even more important than the price factor. And, within the entire range of products available online, the most demanded are those of food. Considering this powerful binomial between delivery and food, a new e-commerce business model has emerged: the dark kitchen.
What is a “dark kitchen”?
A dark kitchen, also known as a ghost kitchen or ghost restaurant, is a business model that is based on the production of food exclusively for a home sale. In this way, the restaurant under the e-commerce format is dedicated only to preparing and shipping its dishes, completely dispensing with all those resources that conventional restaurants use to provide physical customer service: tables, chairs, waiters, etc. Thus, for the customer, a dark kitchen is just a digital company.
This gastronomic electronic commerce system is given through the alliance between a food brand and a dark kitchen company. The latter usually offers its customer’s kitchen facilities and delivery services. In this sense, dark kitchens can be managed by delivery companies, specialized companies, or autonomously by restaurants.
4 Advantages of a Dark kitchen
Using a dark kitchen has many benefits, especially for those food brands that are just starting.
Among the main advantages of a dark kitchen are the following:
- Investment cost reduction: costs decrease considerably since there is no investment in items such as tables, plates, printed menus, napkins, etc., or a reception place to serve the public.
- Reduction of personnel expenses: by not having a direct customer service space, there are also no expenses related to waiters, receptionists, security, among others.
- Price competitiveness: thanks to the savings in personnel and supplies, the company can lower the cost of its menu, allowing it to be more competitive in the market.
- Competitiveness in the delivery service: by not having to devote efforts to the physical service, the company can optimize its logistics to the maximum to make on-time deliveries its main competitive advantage.
Do you have a dark kitchen business and need help to promote it in 2021? Contact Vaquero! We’re sure we can help you to define a digital marketing strategy for this year.