No tables, no chairs, no dining room, and no waitstaff… Just a team working in the kitchen. This is the innovative model of virtual restaurants, also known as “dark kitchens” or “ghost kitchens.” These 100% digital kitchens allow food service entrepreneurs to significantly reduce their fixed costs while capitalizing on a rapidly growing market. With expected growth of 13 to 23% by 2024 and projected revenue of nearly 1,200 billion in ten years, this concept is attracting more and more food entrepreneurs. Here’s a 10-step guide to successfully launching your virtual restaurant.
To get off to a good start, it's essential to understand the terrain in which you'll be operating.
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).
A competitive analysis is also essential. Take a look at industry leaders such as Taster, Devor, and Frichti, which are already generating millions of euros in revenue. Identify your competitors’ strengths and weaknesses to position your project in the market.
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:
In a small or medium-sized town, opting for a multi-brand kitchen can be a wise solution to maximize your profitability.
💡 Tips for planning the menu:
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 is possible to launch a virtual brand. Be sure to include growth goals as well, and consider strategies to reduce your reliance on third-party platforms, such as setting up your own delivery service.
👉 Learn more: 10 tips for increasing the profitability of a dark kitchen
As with any food service establishment, you must comply with strict food safety and hygiene standards. The required licenses include a permit to sell food and health certifications that comply with regulations. Please note that failure to comply with food safety and hygiene regulations may result in legal penalties.
There are several options for your future premises:
As for the ideal location, you can set up a dark kitchen in the city center or on the outskirts… Keep in mind your delivery range: the farther you go, the more expensive delivery becomes, and the greater the risk of delivering cold meals!
When looking for premises for your dark kitchen, there are several criteria to consider:
A well-equipped kitchen is essential for ensuring efficient production and compliance with health and safety standards. Invest in professional equipment suited to your menu (refrigerators, ovens, stainless steel tables, range hoods, etc.). Also, make sure to allocate optimized spaces for food preparation, storage, and packaging.
Online ordering is a cornerstone of your dark kitchen. You have 3 options:
For efficient management, use high-performance digital tools. For example, a point-of-sale system compatible with delivery platforms—such as the one offered by Innovorder—makes it easier to track orders and synchronize them with your kitchen production screens. These tools allow you to centralize all your data and ensure smooth logistics.
💡 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%.
The success of your virtual restaurant also depends on effective communication. Here are a few actions to consider when launching your dark kitchen:
💡 Tip: Packaging is an excellent promotional tool. Choose packaging that is attractive, practical, and eco-friendly, and that complies with the new laws on single-use plastics.
Finally, regularly analyze your performance to identify areas for improvement. Key metrics (delivery times, customer satisfaction, retention rates) will help you measure your progress.
To that end, the Innovorder management software makes this task easier by providing you with an overview of your performance and helping you make strategic decisions.
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Are you looking to open a dark kitchen and would like personalized support?
Contact an Innovorder consultant who will answer all your questions!
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