From third places to delivery-only: theoretical insights into dark servicescapes

Purpose This study conceptualizes a “dark servicescape” framework, a novel extension of servicescape theory, to understand how delivery-only kitchens influence consumer perceptions of physical, social, symbolic, and cyber/digital dimensions. Design/methodology/approach This qualitative study examines the perceptions of 30 customers who patronized a restaurant before and after its transition to a dark kitchen. It developed a deductive framework informed by servicescape theory and thematic coding to analyze the data. Findings The findings highlight diminished social and restorative elements in the dark servicescape, underscoring trade-offs between efficiency and consumer well-being. The framework offers insights for adapting service models in other digital-first contexts such as telehealth and e-commerce. Research limitations/implications The dark servicescape offers an opportunity to investigate how the absence of traditional physical, social, symbolic, and restorative elements influences consumer behavior, loyalty, and emotional connection. The sample was drawn from mobile application users. This limits responses from older or less digitally inclined customers who may refrain from using food delivery apps. Practical implications Dark kitchens can enhance customer engagement by integrating sensory substitutes through packaging, creating virtual communities to replicate social interaction, and hosting temporary pop-up events to reintroduce physical dining experiences. These innovations can help differentiate dark kitchens in a competitive market. Social implications The decline of traditional restaurants risks diminishing the social and restorative functions they provide, potentially affecting individual and community well-being. Originality/value This research extends servicescape theory by conceptualizing the dark servicescape as a unique framework for understanding service environments devoid of traditional physical and social dimensions. It highlights the trade-offs between efficiency and consumer well-being in delivery-only models, offering insights for adapting service marketing strategies in digital-first contexts.