No tables, no chairs, no rooms, no waiters... just a team in the kitchen. This is the innovative model of virtual restaurants, also known as "dark kitchens" or "ghost kitchens". These 100% digital kitchens enable foodservice entrepreneurs to considerably reduce their fixed costs, while taking advantage of a fast-growing market. With expected growth of 13% to 23% between now and 2024, and sales of nearly 1,200 billion in ten years' time, this concept is winning over more and more foodpreneurs. Here's a 10-step guide to successfully launching your own virtual restaurant.
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Step 1: Market research and demand analysis
To get off to a good start, it's essential to understand the terrain in which you'll be operating.Â
Understanding trends ‍
The success of virtual restaurants is closely linked to that of the home delivery market. 24% of consumers opt for takeaway delivery, although 3 out of 5 find the price high (Source: Tendancehotellerie.fr).Â
Analyze the competition
A competitive analysis is also essential. Look at industry leaders like Taster, Devor or Frichti, who are already generating millions of euros in sales. Identify your competitors' strengths and weaknesses to position your project in the market.
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Step 2: Concept and menu selection
The choice of concept for your dark kitchen is a strategic one. Do you want to offer a single-product menu, such as burgers or pizzas, or diversify your offering to reach several consumer segments?
The dark kitchen model may vary:
- Traditional: a single kitchen dedicated to a single brand. This model offers total control over quality, but can be less profitable.
- Multi-brand: a single kitchen that prepares dishes for several brands. This format optimizes costs and diversifies the offer.
- Hybrid: combines the two above.
In a small or medium-sized town, opting for a multi-brand kitchen can be a wise solution to maximize your profitability.Â
đź’ˇ Menu tips:
- Choose dishes suitable for delivery: pizza often arrives in better condition than steak frites!
- Think of current trends: vegetarian and vegan options, healthy bowls or gourmet desserts are in high demand.
- Create a coherent, simple menu: simplify kitchen management and reduce ingredient costs.
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Step 3: Creating the business plan
A well thought-out business plan is essential. It should include an estimate of costs (premises, equipment, marketing) and potential revenues. Although fixed costs are reduced, delivery platforms charge between 20 and 30% of the total of each order, which can impact your margins. (Source : Le Figaro)
With an initial investment of €50,000, it's possible to launch a virtual brand. Also include growth objectives, thinking about strategies to reduce your dependence on platforms, such as setting up your own delivery service.
👉 Going further: 10 tips to boost dark kitchen profitability
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Step 4: Obtaining licenses and authorizations
As with any catering establishment, you need to comply with strict hygiene and food safety standards. Necessary licenses include authorization to sell food and health certifications that comply with regulations. Please note that failure to comply with food hygiene and safety regulations may result in legal penalties.
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Step 5: Find suitable premises
There are several options for your future premises:
- renting its own premises,Â
- purchase,Â
- shared cooking with an established restaurant.
As far as the ideal location is concerned, you can set up a dark kitchen in a city center or on the outskirts... Keep in mind the geographical radius of action: the further you go, the more expensive the delivery and the more likely you are to deliver cold dishes!
When looking for premises for your dark kitchen, there are several criteria to consider:
- Size: large enough to accommodate the kitchen and delivery area.
- Accessibility: essential for delivery drivers and staff.
- Infrastructure: check availability of storage and logistics facilities.
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Step 6: Kitchen layout
A well-equipped kitchen is essential for efficient production and compliance with health standards. Invest in professional equipment adapted to your menu (fridges, ovens, stainless steel tables, extractor hood...). You'll also need optimized space for food preparation, storage and packaging.
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Step 7: Setting up an online ordering system
Online ordering is a cornerstone of your dark kitchen. You have 3 options:
- Delivery platforms (Uber Eats, Deliveroo, etc.): easy to integrate, but costly.
- An in-house online ordering system: more profitable in the long term, but requiring initial investment.
- A hybrid model: combines both solutions.
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Step 8: Order management system and software
For efficient management, use high-performance digital tools. For example, a cash register compatible with delivery platforms, like the one offered by Innovorder, facilitates order tracking and synchronization with your kitchen production screens. These tools centralize all your data and ensure smooth logistics.
đź’ˇ Do you know the essential tool for increasing your productivity? The KDS also known as the kitchen production screen, this tool allows you to considerably improve the productivity of your teams thanks to a digital display of orders.
"The KDS has been a real revolution in our restaurant. It improves concentration and productivity, and makes production run more smoothly. Jabrane, co-founder of Double XL
👉 Read his testimonial: how Jabrane increased his team's productivity by 30%.
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Step 9: Marketing and promotional strategy
The success of your virtual restaurant also depends on effective communication. Here are a few actions to consider when launching your dark kitchen:
- Launch of a special offer to attract the first customers.
- Promotion via social networks with targeted campaigns.
- Create a newsletter to build customer loyalty.
- Set up a loyalty program to reward repeat orders.
đź’ˇ Tip: Packaging is an excellent promotional medium. Opt for aesthetic, practical and environmentally-friendly packaging that complies with the new laws on single-use plastics.
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Step 10: Monitoring KPIs
Finally, regularly analyze your performance to identify areas for improvement. Key indicators (delivery time, customer satisfaction, loyalty rate) will enable you to measure your progress.
Innovorder's back-office tool makes this task easier, giving you an overview of your performance and helping you to make strategic decisions.
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You want to open a dark kitchen and you would like to benefit from a personalized support?
Contact an Innovorder consultant who will answer all your questions!
