According to a survey conducted in 2024 by Euromonitor International, Brazil is the largest delivery market in Latin America, generating over R$ 40 billion per year. The trend, which has already been consolidating, gained momentum with the accelerated digitization and the new consumption habits of younger generations who prefer to eat at home with convenience and speed. Within this scenario, dark kitchens — kitchens aimed exclusively at deliveries — have been gaining strength as a scalable, efficient, and low fixed-cost model.
It is in this context that the story of Luiz Paulo Cypriano, 35, stands out. A chemical engineer by training, Luiz decided to radically change careers when he realized, back in 2019, the potential of delivery as a long-term trend. “Even before the pandemic, I could already see the growing demand for quick and quality meals. In my city, delivery was almost entirely dominated by pizzas and snacks. I saw an opportunity to offer something different,” he remembers.
The first bet was on Brasileirinho Delivery, which was later incorporated by Tastefy, a network that offers a multi-brand operation model within the dark kitchen concept. The change was a turning point. “The acquisition provided us with support, increased our visibility, and allowed us to scale the operation efficiently.”
Before starting his own business, Luiz worked as an engineer responsible for an industrial plant, in a traditional work regime. The career, although solid, required constant relocations. “This instability made me think about the value of putting down roots. Opening my own business gave me geographical freedom and professional autonomy. It’s challenging, but rewarding.”
Since entering the sector, Luiz has experienced significant transformations, both in the business model and in the way he manages. Among the most relevant lessons, he highlights two:
“The first was to understand the power of a multi-brand operation with strategic support. The second, to realize that growing is not just about investing in marketing, but ensuring operational efficiency. When I adjusted this focus, the business took off.”
The numbers confirm: during a local event, his operation earned R$ 110,000 in just four days, with an average of 600 daily orders. For Luiz, this milestone validates the chosen model and shows that there is room to grow, even in the face of increasing competition in marketplaces.
The digital logic of the business, 100% focused on delivery, required adaptation. Luiz had no previous experience in delivery or brand management, but his technical background was a differential. “Engineering helped me understand processes, metrics, and people. The rest, I learned in practice.”
He believes that the dark kitchen model solves one of the main bottlenecks of traditional operations: the difficulty of scaling while keeping costs under control. “In a physical restaurant, to grow you need to open a new unit. In a dark kitchen, you can scale intelligently, using the same space and structure.”
Moreover, consumer behavior is changing. Luiz observes that, with the multi-brand operation, he can cater to different profiles, but highlights a clear trend: “The new generations prefer to stay home. They don’t frequent bars and restaurants as much. For them, delivery is the natural way to consume food.”
He also credits a significant part of the success to the support provided by the franchisor. “Tastefy is always attentive to the market, offers campaigns, consultancy, and has an open dialogue channel with franchisees. This makes a difference.”
The future? He sees it clearly. “The dark kitchen model is undoubtedly an evolution of food service in Brazil. It’s flexible, scalable, and adaptable to changes in consumer behavior. I have no doubt that it will be dominant in the next decade.”
Luiz Paulo’s journey from engineering to managing a successful digital kitchen is more than an inspiring case; it is a portrait of how innovation, timing, and entrepreneurial courage translate into concrete results in a sector undergoing transformation.
