Estudo exploratório das dark kitchens: uma revisão da literatura e elaboração de um framework de escolha de modelo de negócio
Data
2024-08-26
Autores
Lima, Valdir Ramos 
Orientadores
Lopes, Evandro Luiz
Tipo
Trabalho de conclusão de curso
Título da Revista
ISSN da Revista
Título de Volume
Resumo
As dark kitchens são estabelecimentos focados exclusivamente na produção de refeições para entrega, sem atendimento presencial ao cliente. Este modelo de negócio ganhou significativa popularidade durante a pandemia de 2020, impulsionado pelas restrições ao funcionamento de restaurantes tradicionais e pelo aumento da demanda por entregas em domicílio. No entanto, há uma escassez de estudos aprofundados sobre as características essenciais desse modelo que poderiam influenciar gestores a adotá-lo. Este estudo se dedicou a identificar as características que influenciam a tomada de decisão dos gestores na escolha pelo modelo de dark kitchens, em detrimento do modelo tradicional de restaurante com atendimento em salão ou outras variações possíveis. A pesquisa foi conduzida por meio de uma revisão da literatura existente sobre o tema, utilizando artigos acadêmicos e matérias de sites especializados nos ramos de administração, gastronomia, marketing, atendimento ao cliente e negócios. Os resultados do estudo destacaram que os aspectos mais relevantes para o modelo de dark kitchens seriam os operacionais, de custo e de divulgação. Esses aspectos foram identificados como os principais fatores que podem influenciar a decisão dos gestores na adoção deste modelo de negócio. A partir disso, com base nos achados, foi elaborado um framework para auxiliar os gestores na análise detalhada do modelo de dark kitchens. Esse framework permitiria então uma avaliação criteriosa, ajudando os gestores a determinar se vale a pena adotar esse modelo em comparação com outras opções possíveis. O resultado obtido por este estudo contribui tanto para gestores, facilitando o processo pragmático de escolha de um modelo de negócio, quanto para acadêmicos, oferecendo uma base de conhecimento para futuras pesquisas que possam aprofundar a análise de elementos específicos do tema das dark kitchens.
Dark kitchens are establishments exclusively focused on the production of meals for delivery, without in-person customer service. This business model gained significant popularity during the 2020 pandemic, driven by restrictions on the operation of traditional restaurants and the increased demand for home deliveries. However, there is a lack of in-depth studies on the essential characteristics of this model that could influence managers to adopt it. This study aimed to identify the characteristics that influence managers' decision-making in choosing the dark kitchen model over the traditional restaurant model with in-house service or other possible variations. The research was conducted through a review of the existing literature on the subject, using academic articles and materials from specialized websites in the fields of management, gastronomy, marketing, customer service, and business. The study's results highlighted that the most relevant aspects for the dark kitchen model are operational, cost-related, and promotional aspects. These aspects were identified as the main factors that can influence managers' decisions to adopt this business model. Based on the findings, a framework was developed to assist managers in the detailed analysis of the dark kitchen model. This framework would then allow a thorough evaluation, helping managers determine whether it is worth adopting this model compared to other possible options. The result obtained from this study contributes both to managers, by facilitating the pragmatic process of choosing a business model, and to academics, by providing a knowledge base for future research that can deepen the analysis of specific elements of the dark kitchen theme.
Dark kitchens are establishments exclusively focused on the production of meals for delivery, without in-person customer service. This business model gained significant popularity during the 2020 pandemic, driven by restrictions on the operation of traditional restaurants and the increased demand for home deliveries. However, there is a lack of in-depth studies on the essential characteristics of this model that could influence managers to adopt it. This study aimed to identify the characteristics that influence managers' decision-making in choosing the dark kitchen model over the traditional restaurant model with in-house service or other possible variations. The research was conducted through a review of the existing literature on the subject, using academic articles and materials from specialized websites in the fields of management, gastronomy, marketing, customer service, and business. The study's results highlighted that the most relevant aspects for the dark kitchen model are operational, cost-related, and promotional aspects. These aspects were identified as the main factors that can influence managers' decisions to adopt this business model. Based on the findings, a framework was developed to assist managers in the detailed analysis of the dark kitchen model. This framework would then allow a thorough evaluation, helping managers determine whether it is worth adopting this model compared to other possible options. The result obtained from this study contributes both to managers, by facilitating the pragmatic process of choosing a business model, and to academics, by providing a knowledge base for future research that can deepen the analysis of specific elements of the dark kitchen theme.
Descrição
Citação
LIMA, Valdir Ramos.Estudo exploratório das dark kitchens: uma revisão da literatura e elaboração de um framework de escolha de modelo de negócio. 2024. Trabalho de Conclusão de Curso (Bacharel em Administração) - Universidade Federal de São Paulo - Escola Paulista de Política, Economia e Negócios. Osasco, 2024.