They're arriving en masse in France! Have you heard of dark kitchens?
Today, this sector is worth over 3.3 billion euros, representing 6% of the overall value of the commercial catering market in France. In France, dark kitchens have seen their presence on the Uber Eats app increase by 50% (according to the businessscoot study).
Dark kitchens, or virtual kitchens, represent a revolution in the catering sector. Their principle is simple: operating online only, they focus on delivery, with no dining room or table service. This configuration offers unique opportunities to reduce costs and maximize profitability. However, success in this field requires a well-thought-out strategy and rigorous management!
Here are 10 essential tips to help you increase the profitability of your dark kitchen.
Like any fast-growing sector, you need to stand out from the crowd! To do this, you need an innovative strategy. Offer unique dishes that can't be found anywhere else, or reinvent classics with a modern twist.
Highlight culinary concepts that respond to current trends, such as vegetarianism, veganism or organic products.
In short: dare to be creative and make sure your offer stands out from the competition!
As with any restaurant, managing your resources efficiently is essential to your profitability.
Decide wisely whether to rent or buy the space for your virtual kitchen. Renting can offer financial flexibility, while buying can represent a long-term investment.
Analyze operating costs and identify areas where you can cut expenses without compromising quality. For example, opt for energy-efficient equipment and negotiate better rates with your suppliers.
Online order management is essential to your business. Using efficient technology is essential.
Have you thought about production screens in the kitchen? These digital solutions receive orders directly online, and play a crucial role in optimizing the process. These screens enable preparation staff to instantly view orders as soon as they are placed by customers, thus eliminating the delays associated with manual transmission of information.
Thanks to this technology, kitchen staff can start preparing dishes immediately after receiving the order, significantly reducing preparation and dispatch times. What's more, kitchen production screens can display detailed information on each order, such as specific modifications requested by customers, allergies or preferences, ensuring maximum precision in preparation.
Raw materials are the foundation of your business. Choose your suppliers carefully to guarantee ingredient quality and availability. Establish solid relationships with reliable wholesalers who can supply you with the products you need on a regular basis.
Do not hesitate to compare prices and negotiate advantageous contracts to reduce costs while maintaining a high level of quality.
👉 Going further: our guide to finding the best suppliers for your restaurant
Also, keep a close eye on the market and your competitors.
Monitor what they're offering and identify emerging trends. Use this information to adjust your offer and stay competitive. In terms of marketing, effective communication is the key! Use social networks, targeted advertising campaigns and promotions to attract new customers.
Promotional offers and loyalty programs are powerful levers for boosting sales and building customer loyalty. Offer discounts on bulk orders, special off-peak offers or promo codes for new customers. A digital loyalty program, with a points or rewards system, encourages customers to recommend your store and increases their frequency of purchase. The aim is to create an attachment to your brand and turn an occasional buyer into a regular customer.
Encourage your customers to order more by optimizing your offer and communication. Suggestive selling is an effective technique: offer extras, accompaniments or menus with a slight price advantage. Highlight the most profitable products via automatic recommendations on your ordering platform. Finally, offer free delivery above a certain value to encourage customers to increase their shopping baskets. A well-thought-out strategy will maximize every order and increase your sales without any extra effort.
👉 Going further: 8 tips to ensure your restaurant's profitability
A smooth ordering process is essential for a perfect customer experience. Centralize all your orders on a single tool to avoid errors and optimize kitchen management. The integration of a kitchen production display (KDS) enables orders to be displayed in real time, speeding up preparation. Finally, offer several secure and intuitive payment options to facilitate the customer experience.
👉 Further information: Restaurant order forms: paper or digital?
Effective returns management is another key to customer satisfaction. Collect feedback via questionnaires to identify areas for improvement, and show your customers that their opinion counts. Train your team to handle complaints with responsiveness and professionalism. To build customer loyalty, set up a digital rewards program that rewards regular customers and encourages them to order again.
Even if the food is delivered, presentation is just as important as taste. Use quality packaging that keeps food warm and fresh.
Neat, attractive packaging enhances the customer experience and makes a good first impression. And don't forget to use eco-friendly packaging and cutlery to meet the growing demand for sustainable solutions.
Delivery costs can have a major impact on your customers' purchasing decisions. To get away from the high commissions of delivery platforms like Uber Eats and Deliveroo, opt for an online ordering and in-house delivery service. This approach offers more affordable delivery options while ensuring a smooth, on-time process.
I make up to 500€/day in deliveries, without going through the platforms. Anthony Lloret, Ankka franchisee in Grenoble
By managing delivery directly, you have total control over the quality and speed of the service. Carefully select your delivery team to guarantee fast, reliable service. After each delivery, invite your customers to give feedback on their experience. Use online tools to collect this feedback, and consider offering discounts to encourage reviews.
Regularly monitoring customer satisfaction enables you to adjust your services quickly. This guarantees a high level of satisfaction and loyalty. By controlling your deliveries, you reduce costs and improve service quality, strengthening your relationship with your customers and their long-term loyalty.
👉 Find out more about Anthony's story
Finally, regular monitoring and analysis of your performance is essential to identify areas for improvement. Use reporting tools to monitor your sales, costs and profitability. Analyze the data to understand what's working and what's not. This approach enables you to continually optimize your operations and make informed decisions to increase profitability.
By applying these 10 tips, you'll be better prepared to face the challenges and maximize the profitability of your dark kitchen. Success depends on effective management, a differentiated offer and constant attention to your customers' needs. Adopt these strategies and watch your business thrive in the competitive dark kitchen market.
Dark kitchens are revolutionizing French catering by focusing on delivery, reducing costs and maximizing profitability. By following these 10 key tips, you'll succeed in this fast-growing sector.
-
Would you like to implement online ordering in your restaurant? Contact our team of restaurant experts for tailor-made support.
