RESUMO
Dark kitchen is a delivery-only restaurant that operates without direct contact with the consumer, has no premises for local consumption and sells exclusively through online platforms. The main objective of this work is to identify and characterise dark kitchens in three urban centres featured in the most used food delivery app in Brazil. To this end, data collection was conducted in two phases. In the first phase, through data mining, we collected information from restaurants in three cities (Limeira, Campinas and São Paulo - Brazil) that were provided in the food delivery app. A total of 22,520 establishments were searched from the central point of each of the cities. In the second phase, the first 1,000 restaurants in each city were classified as dark kitchens, standard, or undefined restaurants. A thematic content analysis was conducted to further distinguish the dark kitchen models. Of the restaurants evaluated, 1,749 (65.2%) were classified as standard restaurants, 727 (27.1%) as dark kitchens, and 206 (7.7%) as undefined. In terms of the characteristics of dark kitchens, they were more dispersed and located further away from the central points compared to standard restaurants. Meals in dark kitchens were cheaper than in standard restaurants, and had a lower number of user reviews. Most of the dark kitchens in São Paulo served Brazilian dishes, while in the smaller cities, Limeira and Campinas, it was mainly snacks and desserts. Six different models of dark kitchen were identified: Independent dark kitchen; shell-type (hub); franchise; virtual kitchen in a standard restaurant (different menu); virtual kitchen in a standard restaurant (similar menu but different name); and home-based dark kitchen. The modelling approach and methodology used to classify and identify dark kitchens is considered a contribution to science as it allows a better understanding of this fast growing sector of the food industry. This in turn can help to develop management strategies and policies for the sector. Our study is also of value to regulators to determine their proliferation through urban planning and to promote appropriate guidelines for dark kitchens as they differ from standard restaurants.
Assuntos
Refeições , Restaurantes , Brasil , Coleta de Dados , Mineração de DadosRESUMO
Dark kitchens are restaurants with no storefronts, no direct customer interaction and delivery-only commercial kitchens that rent out shared or private kitchen spaces to food businesses. The objective of this study is to determine consumers' knowledge about dark kitchens and the factors that influence willingness to pay and intention to purchase meals in this restaurant model. It were surveyed 623 Brazilian consumers. First, consumers' knowledge of the term dark kitchen was determined using specific questions. Then, consumers were presented with the actual meaning of dark kitchens and were asked about their intention to use this restaurant model. To this end, participants were presented with 25 indicators to assess the following constructs: willingness to pay and purchase intention, trust in health authorities, trust in food delivery app, perceived food safety, quality control, consumer experience, and solidarity with the foodservice sector. Overall, 73.4 % of participants reported having heard of the term dark kitchen. Using a descending hierarchical classification, four classes of definitions were found. The factor solidarity with the foodservice sector (ß = 0.440; p < 0.001) had the greatest positive influence on willingness to pay and purchase intention, followed by perceived food safety (ß = 0.273; p < 0.001); quality control (ß = 0.125; p = 0.003); consumer experience (ß = 0.110; p = 0.002) and trust in health authorities (ß = 0.059; p = 0.047). Even if consumers cannot accurately describe what a dark kitchen is, there is a positive intention to purchase food produced in this kitchen model. It is important to develop strategies to promote and improve dark kitchen models. Finally, it is suggested that health authorities and app operators pay more attention to improving food safety in these establishments, as consumers have low risk perception about them.