Face à l’essor des plats commandés en ligne livrés directement au client, amplifié par la crise sanitaire, une certaine branche de la restauration prend de l’ampleur. Le concept de dark kitchen, appelez les “restaurants fantômes” en bon français se développe depuis trois ans, mais il a pris une réelle ampleur ces derniers mois en France. Également connus sous le nom de ghost kitchen ou cloud kitchen, ces restaurants un peu particuliers n’existent que sur le net et sont entièrement dédiés à la livraison. Il n’y a donc plus d’accueil en salle ou de vente à emporter, mais exclusivement de la livraison individuelle.
Décryptage de ce nouveau phénomène Food !
Le concept des dark kitchen, qu’est-ce que c’est ? Définition
Né aux États-Unis avec l’apparition des plateformes de livraison, le concept de restaurant « fantôme » est uniquement dédié au business de la livraison sans les contraintes d’un restaurant traditionnel. L’ avantage de ces « cuisines fantômes » est qu’elles permettent de réduire drastiquement les coûts liés à l’emplacement et aux charges du personnel. Si ces « restaurants virtuels » sont encore marginaux en France, ils sont en plein essor.
Les investisseurs croient fortement en ce nouveau modèle de restauration. Preuve en est : le pionnier français, Taster, qui a levé 12 millions d’euros depuis sa création en 2017. De son côté, son concurrent Dark Kitchen a levé 1 million d’euros début 2020. D’ailleurs, le marché des restaurants fantômes a explosé en Europe en 2019 et devrait atteindre 656 milliards de dollars d’ici 2026.
Ces établissements sont intrinsèquement liés aux agrégateurs de commande en ligne type Uber Eats ou Deliveroo, qui ont participé à la croissance de 30% du chiffre d’affaires des restaurants ces dernières années. Avec, en contrepartie, une commission de 25% à 30% sur chaque commande.
Quels sont les avantages de ce nouveau type de restauration ?
Ce nouveau modèle a de nombreux points forts, notamment sur le plan économique :
- Les investissements et les charges sont fortement réduits (ce qui réduit aussi les besoins de management et les risques) : pas de besoin de salle en restaurant, gestion de la masse salariale (besoins uniquement en cuisine et préparation)
- Il devient possible de tester et de lancer différentes marques et offres, en proposant des concepts de restaurants bien plus simples à mettre en place, mais aussi de mutualiser l’utilisation de certains ingrédients et produits ;
- Dans un contexte où la livraison prend de plus en plus de place dans le quotidien des consommateurs (tendance accélérée par la crise de la Covid-19), ce business model dans l’air du temps permet de maintenir une activité constante, même lorsque tout est fermé (sur place interdit, couvre-feu, etc…)
- Enfin, il est très délicat de concilier en même temps les activités de vente à emporter, click and collect ou encore livraison avec une expérience de qualité pour les restaurateurs ou enseignes. Aujourd’hui, louer un espace dédié uniquement pour une cuisine peut offrir la possibilité pour un restaurateur de diversifier ses activités sans dégrader l’expérience en restaurant pour le consommateur sur place.
D’ailleurs, nombreux sont les restaurateurs à faire le choix d’un emplacement co-partagé par d’autres cuisines pour diminuer les coûts : par exemple, Deliveroo propose des cuisines partagées dédiées aux restaurateurs qui souhaitent étendre leurs zones de livraison. D’autres restaurants préfèrent également mutualiser leurs compétences au sein de cuisines communes dont les livraisons sont assurées par Deliveroo ou UberEats.
Les étapes pour créer sa dark kitchen
Il faut tout d’abord savoir qu’une dark kitchen est soumise à la même réglementation qu’un restaurant. Vous aurez donc besoin d’une licence restaurant pour vendre de l’alcool et d’une déclaration en cas de préparation ou vente de denrées animales. Vous devrez également respecter les règles d’hygiène et de sécurité.
Et côté cuisine alors ? Deux possibilités s’offrent à vous :
- La solution la plus simple est d’utiliser votre propre cuisine, si vous êtes déjà à la tête d’un établissement.
- Si vous partez de zéro, deux options : louer un local vide que vous aménagez vous-même, ou partager un lieu avec d’autres restaurateurs au sein d’un « hub logistique ». Concrètement, un hub rassemble dans un même local plusieurs restaurants fantômes. Vous n’avez donc aucun investissement en matériel à faire et vous pouvez créer des synergies avec des confrères. Deliveroo a saisi l’ampleur du phénomène dès 2017, en louant des hubs à partager : de quoi s’assurer que ces dark kitchen utiliseront bien leur agrégateur de flux et leur système de livraison.
Les limites du concept de dark kitchen et les risques à prendre en compte
Si sur le papier ce modèle paraît simple à mettre en place, il est important de ne pas se jeter n’importe comment dans l’aventure.
Tout d’abord, la dimension marketing n’est pas à négliger. Pour compenser l’absence physique de leurs établissements, les dark kitchen doivent impérativement créer une identité de marque forte, tendance et incontournable recréant une véritable atmosphère, une ambiance, presque plus forte que pour un point de vente physique. Cela passe par Google et son référencement, par les plateformes de commande en ligne, les réseaux sociaux, mais également par l’expérience finale des consommateurs à travers des packagings de qualité, des expériences de déballage innovantes ou originales.
Autre élément à prendre en compte : la dépendance aux plateformes de livraison, dans la mesure où il s’agit de livrer un maximum de consommateurs chez eux ou au bureau en un temps imparti, et ce sans trop rogner sur ses marges. D’ailleurs, les commissions de ces agrégateurs s’élèvent généralement à 40% sur chaque commande passée aux dark kitchen. Soit 10% à 15% de plus que les gains obtenus auprès des établissements traditionnels. Cependant dans certains cas il est possible de se lancer en partenariat avec Deliveroo ou Uber Eats, ce qui permet d’envisager une négociation pour réduire le pourcentage de commissions.
Enfin, il est primordial de bien maîtriser les nouvelles technologies, non pas seulement pour la mise en avant de son offre, mais aussi pour optimiser pleinement sa visibilité via l’algorithme des plateformes, celui de Google dans le cas de livraisons locales, etc.
Alors, les restaurants fantômes, nouveau modèle émergent de la restauration ou simple écran de fumée en attendant la sortie de la crise sanitaire ?
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