Mes ado em
Es a ís ica e Ges ão de In o mação
Can he concep o da k ki chen compe e wi h
an o dina y es au an in Po ugal?
Yulia Dyachenko
Disse a ion
p esen ed as pa ial equi emen s o ob aining he deg ee o Mas e in S a is ics and In o ma ion
Managemen
NOVA In o ma ion Managemen School
Ins i u o Supe io de Es a ís ica e Ges ão de In o mação
Uni e sidade No a de Lisboa
i
MEGI
NOVA In o ma ion Managemen School
Ins i u o Supe io de Es a ís ica e Ges ão de In o mação
Uni e sidade No a de Lisboa
CAN THE CONCEPT OF DARK KITCHEN COMPETE
WITH AN ORDINARY RESTAURANT IN PORTUGAL?
by
Yulia Dyachenko
Disse a ion p esen ed as pa ial equi emen s o ob aining he deg ee o Mas e
in S a is ics and In o ma ion Managemen , specializa ion in Ma ke ing Resea ch
and CRM
O ien ado (a):
P o . Teodo a Szabo-Doua , Ph.D.
No embe 2022
i
DECLARATION OF INTEGRITY
I decla e ha I ha e ca ied ou he p esen academic wo k wi h in eg i y. I
con i m ha I ha e no eso ed o he p ac ice o plagia ism o any o he o m o
misuse o in o ma ion o alsi ica ion o esul s du ing he p ocess o p epa a ion
o his wo k. I also decla e ha I am awa e o he Rules o Conduc and he Code
o Honou o NOVA In o ma ion Managemen School.
[Yulia Dyachenko]
[Lisboa, No embe 2022]
ii
ABSTRACT
This s udy aims o unde s and i he da k ki chen concep (a ully equipped place
wi h all needed in a ki chen bu wi hou dining space o cus ome s) can compe e
wi h an o dina y es au an in Po ugal. As Po ugal is among he op 10
Eu opean coun ies ha spend mo e on Ea ing ou while he e m da k ki chen
s ill needs o be disco e ed, hese wo ac s may be an obs acle o de eloping
he new concep in Po ugal. To e i y his, an online expe imen conduc ed o
compa e consume s’ a i udes and opinions on da k ki chens e sus es au an s.
One o he main conclusions ha can be d awn om his s udy is ha he e is a
need o b oadcas in o ma ion o cus ome s and ell hem wha a da k ki chen is,
as he g oup mo e awa e o he da k ki chen was mo e loyal o he se ice.
KEYWORDS
Res au an ; Online deli e y se ice; Da k ki chen; Willingness o pay; Deli e y,
Po ugal
iii
INDEX
1. In oduc ion..............................................................................................1
2. Li e a u e e iew......................................................................................4
2.1. Da k ki chen......................................................................................4
2.2. Willingness o pay.............................................................................5
2.3. Food quali y.......................................................................................6
2.4. Se ice quali y...................................................................................7
2.5. Theo e ical model..............................................................................8
3. Me hodology............................................................................................9
3.1. Main s udy.........................................................................................9
4. Discussion and conclusions....................................................................18
5. Limi a ions and u u e esea ch.............................................................20
Bibliog aphy...............................................................................................21
Annexes.....................................................................................................27
Su ey....................................................................................................27
i

LIST OF FIGURES
Figu e 1. Compa ison o sea ches o mos popula ood deli e y companies in
Po ugal o he h ee yea s (be o e and du ing he Co id-19 pandemic)..............2
Figu e 2. Sea ches o da k ki chens and es au an s in Po ugal o he h ee
yea s (be o e and du ing he Co id-19 pandemic).................................................2
Figu e 3. The EU Households spending he mos on Ea ing ou .............................5
Figu e 4. Theo e ical model....................................................................................8
Figu e 5. S udy pa icipan ’s unnel......................................................................10
Figu e 6. The a e age age....................................................................................10
Figu e 7. ANOVA esul s o DV i es au an is a hen p e e da k ki chen........11
Figu e 8. ANOVA esul s o DV bu ge p ice (willingness o pay)........................12
Figu e 9. ANOVA esul s o DV a i ude o p ice..................................................13
Figu e 10. ANOVA esul s o DV us in good cooking condi ions.......................13
Figu e 11 ANOVA esul s o DV us in p oblem sol ing.....................................14
Figu e 12. ANOVA esul s o DV us in sani a y s anda ds................................14
Figu e 13. ANOVA esul s o DV us in eam p o essionalism...........................15
Figu e 14. ANOVA esul s o DV us in he quali y o ood................................16
Figu e 15. ANOVA esul s o DV isi ing es au an is a social ac i i y................16
Figu e 16. Expec ed ime wai ing o deli e y and ime o he oad o a es au an
.............................................................................................................................17
1. INTRODUCTION
Po ugal is ull o es au an s. In 2018 he e we e 31,363 es au an s in Po ugal,
which is 11% highe compa ed o 2014 (Repo e al., 2021). Po ugal is on he
lis o he op 10 Eu opean coun ies whose esiden s spend mo e on ea ing ou
(S a is a, 2018).
In 2020, he whole wo ld aced he new eali y o he Co id-19 pandemic. All ou
o dina y li e has changed – emo e wo k, closed bo de s, closed se ices,
including es au an s. Many es au an s we e closed du ing he pandemic, and
Po ugal is no excep ion. A ound 40% o es au an s in Po ugal iled o
bank up cy (Repo e al., 2021).
F om cus ome s’ pe spec i e – people a e o ced o buy p oduc s in
supe ma ke s and cook a home o o use online ood deli e y se ices, such as
Glo o, Ube Ea s, Bol Food, and simila . F om a business pe spec i e –
es au an s ied o su i e by changing hei business model, o ganizing
deli e y, o using ex e nal online se ices o deli e hei p oduc . The p oblem is
ha i hese cos s had no been conside ed in he business model, he es au an
would mos likely no su i e.
One o he la es es au an ends in he wo ld is he da k ki chen o ghos
ki chen. Bo h exp essions ha e he same meaning: a place ully equipped wi h all
needed in a ki chen bu wi hou dining space o cus ome s. I could be one
speci ic es au an o se o hem, like a ood ma ke , whe e di e en es au an s
can p epa e a meal o deli e y o akeou .
The main esea ch ques ion is: Will people li ing in Po ugal accep such a new
es au an concep as a da k ki chen?
Da k ki chens could be a 1$ illion business by 2030 (Eu omoni o , 2019). Now in
Po ugal, a ew companies a e p oposing his concep . In he same way ha , in
he las i e yea s, hi d-pa y deli e y has helped o de ine he es au an
indus y, he nex s age o ha e olu ion o e he nex i e yea s is going o be
da k ki chens. The da k ki chen model has become mo e popula among
consume s and es au an owne s. Howe e , he e is some mis us abou ood
quali y and condi ions whe e and how ood is p epa ed (Da eka , Shende, Shaikh,
2020). On he o he hand, dining ou is as much a social ac i i y as any hing else
(Spang, 2000; Julie , 2013; Spence, 2017a). Also, he dining a mosphe e
signi ican ly a ec s cus ome s' posi i e and nega i e emo ions and pe cei ed
alue (Yinghua, SooCheong, 2009).
I we look a sea ch ends, demand o ood deli e y has g own since he
pandemic s a ed (Figu e 1). Now i is close o 2019 when he pandemic has ye
o s a .
1
Figu e 1. Compa ison o sea ches o mos popula ood deli e y companies in
Po ugal o he h ee yea s (be o e and du ing he Co id-19 pandemic)
A he same ime, demand o es au an s ell du ing he pandemic bu aised
when es ic ions we e canceled (Figu e 2). I can be assumed ha as soon as he
es ic ions associa ed wi h he Co id-19 pandemic a e o e , he demand o ood
deli e y in Po ugal will dec ease, and o es au an s, i will inc ease.
Figu e 2. Sea ches o da k ki chens and es au an s in Po ugal o he h ee
yea s (be o e and du ing he Co id-19 pandemic)
As shown in Figu e 2, demand o da k ki chens is much lowe han ha o a
es au an , which may be due o a lack o in e es in he concep , lack o
in o ma ion abou i , o some o he eason. This s udy will allow us o know mo e
2
abou a i udes owa d a new ype o es au an business in he con ex o
Po ugal.
We conduc ed an online expe imen wi h adul consume s li ing in Po ugal and
amilia wi h deli e y se ices (e.g., Glo o, Ube Ea s, Bol ood), isi ing
es au an s, and hypo hesized ha indi idual's willingness o pay would be
highe o he usual es au an s e sus he da k ki chen. We also hypo hesized
ha us in he quali y o he ypical es au an is highe , compa ed o he da k
ki chen es au an , due o he lack o anspa ency and he lack o con ac wi h
he da k ki chen s a .
To ou knowledge, no p e ious s udy has been conduc ed o iden i y he needs
and conce ns o he people o Po ugal ega ding he new concep o da k
ki chens ha a e becoming ele an o business owne s and cus ome s du ing
and a e he Co id-19 pandemic.
This s udy aims o iden i y he a i ude o he people li ing in Po ugal owa ds
he new concep o a da k ki chen and o answe whe he i can compe e wi h an
o dina y es au an . The ollowing pages will p o ide in o ma ion abou
heo e ical backg ound and p e ious esea ch on da k ki chens, willingness o
pay, and wha is essen ial o people om a cus ome pe spec i e in he
es au an indus y.
3
es au an in he las six mon hs. A e checking equencies, i was ound ha 99
pa icipan s isi ed a es au an , 65 pa icipan s used one o he deli e y
se ices, and 64 pa icipan s li ed in Po ugal du ing he las six mon hs (Figu e
5).
Figu e 5. S udy pa icipan ’s unnel
The main cha ac e is ics o he sample:
- The a e age age o pa icipan s was 37.79 yea s (SD = 10.83 (Figu e 6)).
Figu e 6. The a e age age
- By gende , pa icipan s we e dis ibu ed as ollows: 28% we e male, and
72% – we e emale.
- By educa ion le el, pa icipan s we e dis ibu ed as ollows: Básico ou
Secundá io – 5%, Supe io – 17%, Licencia u a – 36%, Mes ado – 42% o
pa icipan s.
10

- By he amily s a us dis ibu ion is he ollowing: 65% o people a e
ma ied, 25% a e single, and 10% a e di o ced.
We s a ed wi h hypo hesis
H1. People li ing in Po ugal p e e he usual
es au an a he han a da k ki chen
. To e i y his, we ha e asked i , in some
ci cums ances, cus ome s would p e e a es au an o da k ki chen. To e i y
his, we an a one-way ANOVA wi h he es au an and da k ki chen condi ion as
independen a iable and ime spen on he oad o he es au an e sus ime
wai ing o deli e y as he dependen . As a esul , we ound an e ec on ime
spen on he oad o he es au an e sus ime wai ing o deli e y be ween wo
condi ions. In da k ki chen condi ion M = 3.38, in es au an condi ion M = 2.59,
F (1,56) = 6.56, p = 0.013 (Figu e 7).
Figu e 7. ANOVA esul s o DV i es au an is a hen p e e da k ki chen
I means ha people in da k ki chen condi ion a e mo e likely o choose deli e y
om a da k ki chen han hose om a es au an .
Nex , we checked he
H2. The willingness o pay in he usual es au an is highe
han in da k ki chens
. To e i y his hypo hesis, we an a one-way ANOVA wi h
es au an o da k ki chen condi ion as he independen a iable and bu ge p ice
as he dependen a iable. As a esul , we ound no e ec on willingness o pay
be ween he wo condi ions. In da k ki chen condi ion M = 9.69, in es au an
condi ion M = 10.38, F (1,56) = 0.76, p = 0.39 (Figu e 8).
11
Figu e 8. ANOVA esul s o DV bu ge p ice (willingness o pay)
Hence,Q
H2. The willingness o pay in a usual es au an is highe han in a da k
ki chen
Qwas ejec ed, which means he e is no di e ence be ween he wo
condi ions in he willingness o pay. F om a business pe spec i e, his sugges s
ha he e is no clea indica ion ha he willingness o pay in a da k ki chen
es au an is lowe han in a egula es au an , which opens oppo uni ies o a
da k ki chen.
Then we checkedQ
H3. Cus ome s belie e ha ood om he da k ki chen should
cos less
. We an a one-way ANOVA wi h es au an and da k ki chen condi ion as
he independen a iable and a i ude o p ice as he dependen a iable. As a
esul , we ound no e ec on a i ude owa d he cos o ood be ween he wo
condi ions. In he da k ki chen condi ion M = 3.62, in he es au an condi ion M
= 3.21, F (1,56) = 2.06, p = 0.16 (Figu e 9).Q
12
Figu e 9. ANOVA esul s o DV a i ude o p ice
F om a business pe spec i e, his esul could mean ha cus ome s pe cei e he
da k ki chen as a ull- ledged es au an and a e willing o pay o i equally.
Then we checked i he e is mode a ing e ec o age and willingness o pay as
was o mula ed inQ
H4. Age nega i ely a ec s he willingness o pay o ood om
da k ki chen and H5. Income posi i ely a ec s willingness o pay o a da k
ki chen
, bu his s udy ound no e ec .
The nex s ep was o check heQ
H6. Cus ome s’ us in ood quali y is highe in a
es au an wi h physical dining han in a da k ki chen.Q
andQ
H7. Cus ome s’
con idence in he quali y o he es au an s is highe o hose wi h a dining
space
. We had i e a iables o measu e he quali y o he es au an : us in
good cooking condi ions, us in he quali y o ood, us in he p o essionalism
o a eam, us in ollowing sani a y s anda ds, and us in p oblem-sol ing. We
an a one-way ANOVA wi h es au an and da k ki chen condi ion as an
independen a iable and hose i e a iables - as a dependen , successi ely.QQ
Fi s , we an a one-way ANOVA o es au an and da k ki chen condi ion as he
independen a iable and us in cooking condi ions as he dependen a iable.
As a esul , we ound no e ec on us in cooking condi ions be ween es au an
and da k ki chen condi ions. In da k ki chen condi ion M = 3.5, in es au an
condi ion M = 3.5, F (1,56) = 0.00, p = 1.00 (Figu e 10).
Figu e 10. ANOVA esul s o DV us in good cooking condi ions
Then we an a one-way ANOVA wi h es au an and da k ki chen condi ion as he
independen a iable and us in p oblem-sol ing as he dependen a iable. As
13
a esul , we ound no e ec on us in p oblem-sol ing be ween he wo
condi ions. In da k ki chen condi ion M = 3.83, in es au an condi ion M = 3.86,
F (1,56) = 0.015, p = 0.9 (Figu e 11).
Figu e 11 ANOVA esul s o DV us in p oblem sol ing
Then we an a one-way ANOVA wi h es au an and da k ki chen condi ion as he
independen a iable and us in sani a y s anda ds as he dependen a iable.
As a esul , we ound no e ec on us in sani a y s anda ds be ween he wo
condi ions. In da k ki chen condi ion M = 3.52, in es au an condi ion M = 3.62,
F (1,56) = 0.16, p = 0.69 (Figu e 12).
Figu e 12. ANOVA esul s o DV us in sani a y s anda ds
14
Nex s ep - we an a one-way ANOVA wi h es au an and da k ki chen condi ion
as he independen a iable and us in eam p o essionalism as he dependen
a iable. As a esul , we ound no e ec on us in eam p o essionalism be ween
he wo condi ions. In da k ki chen condi ion M = 3.52, in es au an condi ion M
= 3.58, F (1,56) = 0.08, p = 0.78 (Figu e 13).
Figu e 13. ANOVA esul s o DV us in eam p o essionalism
Then we an a one-way ANOVA wi h es au an and da k ki chen condi ion as he
independen a iable and us in ood quali y as he dependen a iable. As a
esul , we ound no e ec on us in ood quali y be ween he wo condi ions. In
da k ki chen condi ion M = 3.55, in es au an condi ion M = 3.86, F (1,56) =
1.84, p = 0.18 (Figu e 14).
15

Figu e 14. ANOVA esul s o DV us in he quali y o ood
The esul s o checking i e a iables, which measu e he quali y o he
es au an , a e no signi ican , henceQ
H6. Cus ome s’ us in ood quali y is
highe in a es au an wi h physical dining han in a da k ki chenQ
andQ
H7.
Cus ome s’ con idence in he quali y o he es au an s is highe o hose wi h a
dining space hypo hesis
Q ejec ed. The e is no di e ence be ween he wo
condi ions ega ding us in he es au an and he condi ions o se ing and
p epa ing ood he e. This means he e is no p oo o assump ions ha clien s
ha e dis us o doub s abou he quali y o he se ice p o ided a he da k
ki chen, which, in u n, gi es a da k ki chen a chance o de elop in Po ugal.
Nex , we checked he assump ion ha a i udes owa ds going o a es au an as
a social ac i i y may di e acco ding o condi ions. We an a one-way ANOVA
wi h es au an and da k ki chen condi ion as he independen a iable and
isi ing es au an s as a social ac i i y as he dependen a iable. As a esul , we
ound no e ec on a i udes owa ds going o a es au an as a social ac i i y
be ween he wo condi ions. In da k ki chen condi ion M = 4.28, in es au an
condi ion M = 4.24, F (1,56) = 0.015, p = 0.90 (Figu e 15).
Figu e 15. ANOVA esul s o DV isi ing es au an is a social ac i i y
Nex , we con inued o check o he a iables o ind some insigh s.
Then we compa ed he ime pa icipan s we e willing o spend wai ing o
deli e y om he da k ki chen and oad o he es au an and ound a ascina ing
insigh - he di ec ion o he answe s is di e en in wo condi ions. Fo ins ance,
in he da k ki chen condi ion, pa icipan s we e eady o wai longe o deli e y
om he da k ki chen han o spend ime on he oad o he es au an . While in
he es au an condi ion g oup, pa icipan s we e eady o spend mo e ime on
he oad o a es au an (Figu e 16).
16
Wai ing o deli e y
Road o es au an
22 23 24 25 26 27 28
Expec ed Time
Da k ki chen condi ion Res au an condi ion
Figu e 16. Expec ed ime wai ing o deli e y and ime o he oad o a es au an
17
4. DISCUSSION AND CONCLUSIONS
This s udy’s objec i e was o unde s and i he da k ki chen concep can compe e
wi h an o dina y es au an in Po ugal. To e i y his was decided o un an
expe imen and compa e esul s be ween wo condi ion g oups - es au an and
da k ki chen. Acco ding o p e ious esea ch, cus ome s ha e doub s abou he
ood quali y and he condi ions whe e i has been p epa ed (Da ke e al., 2020).
Based on ha , us was chosen as one o he p ima y dependen a iables. Also,
willingness o pay was chosen, as i is one o he mos impo an indica o s o
business, pa icula ly hose in he es au an indus y, as i shows cus ome
sa is ac ion and loyal y (Ca son, 2008). Ano he c i ical ac o in he es au an
sphe e is se ice quali y.
Howe e , dining ou is a social ac i i y, and he dining expe ience can only be
eplaced by ood deli e y i he es au an 's a mosphe e is euni ed. The
a mosphe ics, which has been well explo ed be o e and was desc ibed by Ko le
(1973) as " he e o o design buying en i onmen s o p oduce speci ic
emo ional e ec s in he buye ha enhance his pu chase p obabili y." La e , he
a mosphe ics model was de eloped (Meh abian A., Russell J., 1974), which
sugges s ha he physical en i onmen e okes posi i e o nega i e emo ions in
he clien , which in luence he o ma ion o an imp ession o i .
The in e ac ion wi h he es au an , which has a dining space, akes place a a
much highe olume han in a da k ki chen. Da k ki chen has no in luence on he
a mosphe e as such, as he cus ome only in e ac s wi h he deli e y se ice o
he deli e y poin , so one o he assump ions was ha because o his, he
willingness o pay would be highe in a egula es au an han in a da k ki chen.
Fi s ly, has been un p e- es , a e which we did he main s udy. In he main
s udy, 102 pa icipan s ook pa . The o mula ed hypo heses did no con i m he
exis ence o a di e ence be ween he wo condi ional g oups o pa icipan s in
he expe imen . F om he business pe spec i e, i means ha he ype o
es au an - i i has dining space o no , is no essen ial o cus ome s, and hey
a e eady o pay no less o he ood p oduced in a da k ki chen han in usual
es au an s. Howe e , a e his s udy, we did no con i m ha us in he quali y
o p oduc s and se ices a e di e en be ween es au an and da k ki chen
condi ion; his does no ake away om he ac ha he en i onmen in which
he ood is p oduced is essen ial o cus ome s. All o his sugges s ha he da k
ki chen can compe e wi h an o dina y es au an in Po ugal i ce ain condi ions
a e me .
This s udy ound insigh abou choice be ween a es au an and a da k ki chen in
he ci cums ances wi h ime limi a ions. Was se a condi ion ha i he es au an
wi h dining space is 40 minu es away and deli e y om he da k ki chen akes 25
minu es, he cus ome will choose deli e y. In such ci cums ances, he a e age
mean in da k ki chen condi ions was signi ican ly highe han in es au an
condi ion: M = 3.38, M = 2.59, F (1,56) = 6.56, p = 0.013. This could lead o
hese esul s because people in he es au an condi ion g oup did no become
18
amilia wi h he desc ip ion o “da k ki chen”; ha is why hey p e e o go o he
place hey a e amilia wi h, such as an o dina y es au an . Howe e , people
we e al eady amilia wi h he da k ki chen e m in he da k ki chen g oup.
Acco ding o he esul s, hey we e mo e loyal o his ype o es au an and
eady o o de ood om i , despi e he sligh ime di e ence be ween he wo
op ions and he p esence o he amilia , o dina y es au an . This esul shows
how impo an i is o es au an owne s no only o ocus on he quali y o he
p oduc s ha a e used o cooking bu o alk abou i o he cus ome s. I is
essen ial, especially o da k ki chens, o make he cooking p ocess anspa en
o con ey o cus ome s in o ma ion abou how p oduc quali y con ol is ca ied
ou . Since he concep o a da k ki chen is p e y new o Po uguese cus ome s,
hey do no ha e enough in e ac ion expe ience o ensu e he quali y o a da k
ki chen es au an .
The e m “da k ki chen” is no well-known ye (Hakim e al., 2022), bu by
inc easing he amoun o in o ma ion abou da k ki chens, he le el o us and
loyal y o he concep can be inc eased.
Ano he in e es ing ac abou he impo ance o ime, which has been ound in
his s udy, is ha when was asked: “How much ime a e you willing o spend o
deli e y om a da k ki chen and o he oad o he es au an ” he di ec ion o
he answe s in wo condi ions was he opposi e. In he da k ki chen condi ion
g oup, o example, pa icipan s we e willing o wai an a e age o 27.6 minu es
o deli e y, whe eas hey we e willing o spend 24.3 minu es on he way o he
es au an . The es au an condi ion g oup indica o s we e 24.4 minu es o
deli e y and 27 minu es, espec i ely. This may also be a esul o esponden s
om he es au an condi ion g oup no knowing he e m and concep o da k
ki chen.
All indings lead us o he conclusion ha he e a e possibili ies o de elop da k
ki chen es au an s in Po ugal. To be e ec i e, owne s o da k ki chen
es au an s mus imp o e cus ome s' knowledge abou his ype o es au an .
Ano he c i ical ac o is he e iews which play a c ucial pa nowadays, and i is
necessa y o wo k wi h cus ome s and imp o e hei expe ience owa ds
in e ac ion wi h da k ki chen es au an s.
Answe ing he main esea ch ques ion – yes, a da k ki chen can compe e wi h an
o dina y es au an in Po ugal. Howe e , i is necessa y o conside some
ac o s, one o which is ime, and o he ac o s ye o be iden i ied in he
ollowing s udies.
19
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60, 31–46.
26

ANNEXES
SURVEY
1 g oup o ques ions – de ining sample:
27
2 g oup o ques ions – andomized block ( es au an and da k ki chen):
3 g oup o ques ions:
28
4 g oup o ques ions – demog aphic:
29
30
31