Dark kitchen: is it the right model for you?

Dark kitchens (ghost kitchens) are the most discussed phenomenon in the restaurant industry since 2020. But is this model really suitable for your situation?

Advantages: reduced rent (no need for a room), geographical flexibility, possibility of launching multiple brands from a single location, reduced personnel costs.

Inconveniences: total dependence on platforms (no direct sales), no physical customer relationship, fierce competition (low barrier to entry), higher marketing costs.

The ideal profile: a restaurateur who already masters delivery from an existing location and wants to expand their catchment area with a complementary brand.

Avoid profile: an entrepreneur without experience in the restaurant industry who thinks a dark kitchen is a “easy” model. Culinary quality and logistics remain the same challenges.

Alternative: the hybrid model. Keep your dining room but optimize a portion of your kitchen for delivery with a virtual brand on platforms. Less risk, more flexibility.