This is the third article in the series about Dark Kitchens

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To get here you have a good understanding of the concept in Dark is the new Black, defined your Product, Price, and Square when reading In Search of the Blind Spot, will now develop a winning Promotion strategy.

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The inspiration for this article lies in the delicate series Midnight Diner, from Netflix.

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All the action takes place in a small restaurant, which is located in an alley in Tokyo and is open from midnight to seven in the morning.

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A typical place where we could install a Dark kitchen.

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The plot moves from the characters that arrive at the restaurant counter and shows the power that food has to bring closer, warm and comfort.

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When we look at the cold strategy of apps, of learning from the requests of a region and copying what worked under a generic brand, we see a mechanical approach, typical of big data, data driven, digital transformation and the like.

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But your Dark kitchen should not be cold or mechanical, it can very well unite, belong and cheer up. After all, you are a person who puts everything of yourself into the minimum you do.

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Tip #1 Open kitchen

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Let's start with Dark da Kitchen, do you really need something totally secret?

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Open your kitchen for viewing.

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Calm down, we're not talking about receiving customers physically, they can visit through Instagram and TikTok.

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One of the funniest parts of the show Nightmare in the Kitchen, with chef Jacquin, is when it shows poorly maintained kitchens from well-known restaurants.

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If even restaurants that receive their customers can neglect their cuisine, what do you think of those who don't even know where they are staying.

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That's where the social media strategy that we're going to call Open Kitchen comes in. Make videos showing your high-spirited team, how well maintained the space is and how each order is made with love.

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Tip #2 Your New Facade

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The packaging of the orders you ship is your facade, take good care of it.

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There are several Pinterest profiles with incredible examples.

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Take advantage of your cool packaging and leave a message inviting you to your social networks.

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Oh, don't forget to accept orders there too, they're a great way to bypass apps and create a direct relationship.

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Tip #3 Be local

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If you followed the guidelines in the In Search of the Blind Spot, it's very likely that your Dark Kitchen is in a half-abandoned area of the neighborhood.

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That's good for lowering the rent, but now that you've secured a commercial contract you may as well invest some of your energy in revitalizing this corner of the city.

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How about adopting a plaza, organizing events with crafts and music by local artists, graffiti buildings and walls.

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Do something special for the region where you operate.

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Tip #4 Your Excellency the deliveryman

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The customer at one end and your restaurant at the other, whoever makes that magic happen, must be part of your strategy.

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The couriers are tired of the cold treatment they receive from the apps.

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In addition, there are few places where they can give a time between deliveries, secure points, with internet and maybe even a bathroom.

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Super gas stations invest in the well-being of truckers, without luxuries, but they take care of them.

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Do something to have the goodwill of this class, the closer they are to your store, the shorter the time between order and delivery:)

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Tip #5 Show your face

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You opened your Dark Kitchen with a new proposal, created something valuable for people and shouldn't be hidden from them.

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You can have a food truck to take your experience to more places, test recipes, create even more content for your social networks.

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It can be a very simple food truck, just to be present in other areas or other moments for your customers.

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Tip #6 Secret menu

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Secret restaurant with secret menu, Dark Things.

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Create a special menu only for the most loyal customers, something on their birthdays or when they add up orders in a short period.

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Simple thing, but one that leaves a message well aligned with your business.

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Tip #7 Branded content

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That's a fancy name for something you know well.

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Think about the power that the Bleach system gives to OMO soap, how the Locker makes the Palio more Adventure, or the full effect of the Blue Factor of Nivea.

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That's the ingredient brand strategy, you bring a part of your product to life.

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The tip here is to launch a line of special sauces, put them on sale in the region's markets, in your food truck, but not on the store menu, just to add extra charm and strengthen the special aspect of the sauce.

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These are some ideas to help your Dark Kitchen go far beyond what apps do.

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Success and count on us at @Mapfry to expand your business!