What is a dark kitchen? A study of consumer's perceptions of deliver-only restaurants using food delivery apps in Brazil

Abstract

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 (β = 0.440; p < 0.001) had the greatest positive influence on willingness to pay and purchase intention, followed by perceived food safety (β = 0.273; p < 0.001); quality control (β = 0.125; p = 0.003); consumer experience (β = 0.110; p = 0.002) and trust in health authorities (β = 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.

Keywords: Cloud kitchen; Consumer behavior; Food app; Food delivery; Food safety; Foodservice; Ghost kitchen; Restaurant; Structural equation modeling; Virtual kitchen.