News regarding Withdrawal of troops North American women from Afghanistan mark the end of a twenty-year cycle.

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After the September 11 attacks, the United States government launched a set of actions that came to be called the War on Terror.

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Among the actions was the large scale use of secret bases, also known as Black sites.

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This terminology designates unofficial addresses from which secret actions start, many also housed Clandestine prisons.

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Hidden installations where secret activities are carried out are also the plot for a new retail format, which had already been growing before the pandemic, but accelerated and is now in full shape, the so-called Dark Stores.

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For some time now, the press has been reporting on Kitchens that nobody sees, operations without a commercial front, totally focused on deliveries.

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And also the process of incorporating some of these markets directly through the apps, which, knowing what deliveries are like in a region, create their own restaurants, and in Rappi there is a Dark Kitchens division.

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Still in January 2020, they declared goal of going from 100 to 300 operations.

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These operations are successful because they are built on the big data of how many orders are placed in a region, the preferred items and the prices charged: Square, Product and Price.

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To complete the marketing mix The Promotion is missing, but the correct construction based on the previous 3 P's even allows for a certain neglect with this front.

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Practically no branding efforts are made, many of them are created casually and only exist within platforms.

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O Delivery-only Did you grow up like Response to the crisis, but even in the face of the prospects of reopening, restaurant chains are still planning an expansion of their presence in this format. In many cases, separating the delivery operation from the unit where customer service exists allows for more success on both fronts.

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It is with an eye on this balance between the two formats, as well as on consolidation of the habit of asking for more food, that the networks target In expanding the model.

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Chains used to high operating costs in valued commercial outlets or shopping centers find Dark Kitchens a key format for reaching more markets.

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Consolidating this format is a matter of time and data.

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Delivery apps have the advantage of knowing the universe of restaurants and orders. For restaurant chains The challenge remains to re-balance this game, based on a new set of information and initiatives, which will be better described in the following article: In Search of the Blind Spot.

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Coming Soon:

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