Are you ready for a food fight? Independent restaurants are crying foul, accusing major chains of playing a sneaky game on delivery apps, masquerading as local favorites. This deceptive practice is causing a stir, and it's time to dig in and uncover the truth.
Global giants like Pizza Hut, TGI Fridays, and others are cleverly disguising themselves on platforms such as Deliveroo and Just Eat. They're using different names and branding to appear as small, independent eateries. Justina John, owner of ONJA, Taste of Tanzania, paints a vivid picture: "It's like small fish trying to swim with the sharks."
But here's where it gets controversial: Peter Backman of theDelivery.World suggests the practice is only misleading if customers are actively trying to support local businesses.
Justina, who launched her restaurant about a year ago, has witnessed the overwhelming presence of these chain imposters. She calls it "very sneaky" and "not fair" to small businesses, emphasizing that "authenticity" is the key to survival. She's calling for delivery platforms to step up, verify listings, and give genuine independent businesses a clear space where customers can easily find and support them.
Just Eat, Deliveroo, and Uber Eats all defend their policies, stating that virtual brands are available to all businesses, including independents. They claim these brands help restaurants expand their offerings and reach new customers. Just Eat highlights its transparency, allowing customers to see the actual address of the restaurant, enabling informed choices. Deliveroo champions local businesses while also allowing restaurants to use existing kitchen space for delivery-only brands. Uber Eats aims to level the playing field, offering solutions and equal exposure opportunities.
Jamie Rees, co-owner of Fowl and Fury, noticed this trend starting three years ago, but now it's everywhere. He calls out Frankie & Benny's and TGI Fridays as major offenders. He discovered that pressing the "allergens and info" option on Deliveroo revealed that Bird Box and Stacks were from Frankie & Benny's, Mother Clucker was TGI Fridays, and Wing Street was Pizza Hut. Jamie understands the business logic behind it, but it frustrates him that these apps, which were supposed to create a more level playing field, have allowed these chains to dominate with their marketing budgets and promotions.
He fears that smaller businesses will eventually be pushed out due to a lack of visibility. He believes it's "a little bit unethical" because most customers are ordering based on branding. For Fowl and Fury, this is a real problem, as most consumers order online.
Rajendra Vikram Kupperi, director of Vivo Amigo, which opened in 2020, sees ghost kitchens as a threat, claiming they dilute the industry and are unfair to independents. He's noticed Mexican food brands using sub-brands online, like Kick-Ass Burrito from Las Iguanas. He wants to see a clear separation between ghost kitchens, big brands, and independent restaurants so that consumers aren't misled.
Barburrito argues that virtual brands help restaurants utilize existing kitchens, reduce waste, and respond to customer demand. Coyote Ugly emphasizes the importance of keeping businesses viable and protecting jobs.
Peter Backman believes that big chains create ghost restaurants for extra revenue. He questions whether customers even care, but acknowledges that it's "deceiving" if they believe they're supporting a local business. He supports transparency and suggests a dedicated space for independent businesses on delivery apps, but questions its practicality.
What do you think? Is this practice fair to independent restaurants, or is it just smart business? Should delivery platforms do more to distinguish between chain restaurants and local businesses? Share your thoughts in the comments below – let's get the conversation started!
