Can the concept of dark kitchen compete with an ordinary restaurant in Portugal?

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 Suga , R.2021. Ghos Ki chens Will Always Be Dumb They a e no , in ac , he u u e o es au an s. G ub S ee . Re ie ed om h ps://www.g ubs ee .com/2021/02/ why-ghos -ki chens-a e-no - he- u u e-o - es au an s.h ml. Almeida, S., 2021, Quem em medo das cozinhas an asma? The Timeou . 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The beha io al consequences o se ice quali y. Jou nal o Ma ke ing 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