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We're starting to get used to it With startup news entering the food retail business, whether market items or ready meals, all pursuing the strategy that combines Dark Stores with delivery apps.
This efficient double that reduces the cost of occupying space, on your side Dark, the stores are in less crowded places, while also bringing the efficiency of quick deliveries through own apps or from third parties, such as iFood and Rappi.
If such a combination is so strong as to blossom countless businesses, there is a third characteristic inherent to the segment that has a lot to improve.
Virtually all operations in Dark Stores they ignore the facade power that a good point offers.
Not So Dark Kitchens
The report of Brazil Journal a about Olga Ri Mention some of the company's efficient strategies, such as the variable size of the kitchens or the hybrid positioning between Fast food and Casual Dining.
If each salad is carefully assembled, the selection of points seems to be automatic, with the possible addresses for the new restaurants orbiting the “always suspicious” places.
The author, Pedro Arbex, draws a parallel with Final scene of the movie Casablanca, in which Inspector Renault orders that suspects of common crimes be sought to cover up Rick Blane, says a lot.
Location, location, location.
Going beyond iteration, a good location exerts several forces on the performance of a business.
- It provides a reasonable area for delivery or a trip to the store, your area of influence;
- It is confused with your address, such as the line Schutz 944, which includes the number of the brand's store on the prestigious Rua Oscar Freire, in São Paulo.
- Mostly, location is marketing!
A good location generates enormous façade power, the store is more powerful than a billboard.
To shove stores into hidden streets or to let them be swallowed up by the diversity of options in the Itaim and Pinheiros neighborhoods, is to ignore the role that visibility plays in sales.
The McDonalds chain knows this, being one of those that invests the most in the quality of its locations, achieving the façade effect, and continuously potentiating this effect with foreign media campaigns.
Remember:
Those who are not seen are not remembered
People eat with their eyes
Very true popular sayings, when combined, generate a powerful effect.
On the other hand, the risks of a mallocation are:
- The fight for space in delivery apps is big, not least because they also operate their own brands inside and they can perfectly reduce the range of some operation to reinforce your offerings.
- The option of a single app per brand is challenging, as it is restricted to the most loyal customers.
- Media campaigns require constant and expensive support.
While those with a good location can extract more sales from the visibility it offers.
Delivery Avenues
This is a new concept that is fully applicable to meal delivery operations.
The idea is to occupy stores with high front power, that is, on streets with a lot of movement in the direction of consumption, such as a way home at the end of the day or a trip to work.
This store does not have to be strategic for the customer to park and have a meal, its main focus is that, when passing by, they remember and place an order to receive when they arrive home or work.
These spots on busy avenues are fully available and can be rented for a low price, representing at the same time efficient occupancy costs and high façade power.
In addition to the fact that busy roads allow a wider delivery area due to their speed.
Think of Av dos Bandeirantes in São Paulo, on the stretch after Congonhas airport, towards the neighborhood.
Right ahead, we have two office furniture outlets, a used car dealership, a cement vases store, and a heart of palm store.
From this point on, Avenida dos Bandeirantes flows through enormous flow to the South Zone and the ABC, making it a great publicity point and a route for quick deliveries.
It's past time to review the logic of choosing points such as those looking for the usual suspects.
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