Not so Dark

Background

What is it and why is it important?

Not So Dark is a food tech startup that creates virtual food brands built for the online delivery market. From plant-based burgers to mediterranean pitas, they have 9 food brands that rely on their 300+ restaurant / kitchen partners to supply the meals. Their business model works in a scalable way with their lightning speed set-up, ingredient sourcing, and recipes, all built to fit in “quietly” within existing establishments. They promise to be an easy revenue-generating machine for restaurants.

Not So Dark is a French startup that’s well-poised for success, now present in 60 cities across France, UK, and Belgium. We’re thrilled to be supporting them on their data journey, helping them leverage data for growth.

Not So Dark & Whaly Summary

• Whaly replicates data from Not So Dark’s BigQuery data warehouse, using Not So Dark’s own ETL. They are not using Whaly’s connectors, and leverage Whaly 
 primarily for its visualization and BI capabilities.
• Their goal is to drive revenue growth by measuring the performance of their 9 
 brands.

The challenge

Implementing a data set-up and culture for the first time

Not So Dark is a young, fast-growing company that saw an increasing need to be able to track data and learn from it. They knew that becoming data-driven was critical to fueling their growth, however, they simply didn’t have anything in place to support it back in early 2022. Their main challenge was essentially starting from scratch and laying the groundwork for becoming a data-driven company.

They needed to take steps to implement a data mindset, culture, and tooling for the first time. In February 2022, they began hiring their first data team. Currently, they’ve built out a solid data team of 4: 1 Analytics Engineer and 2 Data Analysts, reporting into the Head of Data.

With a team in place, step 2 was to select the right flexible, self-service business intelligence solution from which business teams could easily visualize data and make informed decisions. The most immediate need was to monitor and understand performance KPIs of their brands.