The Business Models of Dark Kitchens

Dark kitchens can take many forms. There are different ways a dark kitchen, also known as ghost restaurant, can rise from the shadows. In short, they all have the same operational process: orders in, food cooked, packed meals out to the customer. The way their operations are executed differentiate. Let’s have a look at the different business model types.

1. The “Traditional” Dark Kitchen

Although the concept hasn’t really been around long enough to earn the “traditional” moniker, this setup is the dark kitchen standard operational model. It’s when one brand owns or rents a single kitchen location without offering a dining room. With one brand using one kitchen, these businesses generally focus on a single type of cuisine and rely on delivery channels or employees to handle orders and deliveries.

2. Multi-Brand Dark Kitchen

Multiple brands under one parent company share one kitchen in this setup, keeping operational costs down. The success of this setup is based on data analytics: each separate brand/cuisine type has its own unique identity from a marketing perspective and uses data insights to supply  the most popular meals based on local demand for each different type of cuisine.

3. Takeaway Dark Kitchen

This setup is much like the “traditional” dark kitchen, except it also hosts customers in addition to offering delivery – not to dine, but to wait for their food and pick it up themselves, see the kitchen in action, interact with employees, etc. Essentially, it’s a dark kitchen/normal restaurant hybrid. As you can imagine, a larger space and more investment in décor are needed for this setup even without a dining room, but it offers more opportunities to forge customer connections.

4. Aggregator-Owned Dark Kitchen

Delivery aggregator channels are also kicking off their own dark kitchen models, offering empty kitchen space and minimal infrastructure that restaurant businesses can rent. These businesses benefit from the delivery aggregator’s fleet and online ordering and menu creation platform. In essence, the only processes that restaurant employees need to handle have to do with cooking the food. There may be many small kitchens operating within one larger kitchen space, with multiple restaurants cooking at any given moment.

5. Aggregator-Owned Dark Kitchen Plus

This setup is very similar to the aggregator-owned dark kitchen, except that more infrastructure and optimised kitchen process frameworks are included in the offering. A storefront like that involved in a takeaway dark kitchen may also be part of the model. For example, the delivery aggregator might provide a well-equipped kitchen for the restaurant business to use and takes care of every process – including data-driven demand management – except the cooking and menu.

6. Outsourced Dark Kitchen

The newest addition to the dark kitchen business model landscape, this setup allows a restaurant to outsource almost any – or every – process, except the finishing touches. This is done in partnership with another business that specializes in food preparation as well as order processing and delivery. The final seller is only minimally involved in the cooking process, investing all of its efforts in a flawless, differentiating final product that is sure to delight.

Depending on the opportunities in your area, there are different ways dark kitchens can start their business. When starting a dark kitchen, you should have a look at the different possibilities available in your area. One thing is sure:  The dark kitchen business is still getting shape and more models will keep on adding.

© 2019 Deliverect - Managing your online food delivery channels

Share This