Imagine scrolling through your favorite food delivery app, craving a unique, locally-owned gem, only to unknowingly order from a corporate giant disguised as a mom-and-pop shop. This deceptive practice is sparking outrage among independent restaurants, who accuse big chains of hijacking their turf on platforms like Deliveroo and Just Eat. But here's where it gets controversial: are these chains simply innovating, or are they unfairly exploiting the system? And this is the part most people miss—the impact on small businesses fighting to stay afloat in an increasingly crowded digital marketplace.
Global chains like Pizza Hut, TGI Fridays, Frankie & Benny's, Las Iguanas, and Barburrito have been called out for creating virtual brands that mimic independent eateries. These brands often operate under different names, making it nearly impossible for customers to distinguish between a family-run bistro and a corporate offshoot. Justina John, the 45-year-old owner of ONJA, Taste of Tanzania in Cardiff, describes the struggle as “small fish trying to swim with the sharks.” She opened her restaurant just a year ago and has already noticed an “overwhelming presence of chain restaurants, sometimes masquerading as independents” on delivery apps. “It’s very sneaky and unfair to small businesses,” she adds. For Justina, authenticity is the lifeline keeping her business alive—something she believes chains can’t replicate.
Peter Backman, CEO of theDelivery.World, argues that the practice is only misleading if customers intentionally seek to support independent businesses. But is that a fair distinction? After all, transparency is key in any marketplace. Justina advocates for delivery platforms to take greater responsibility by verifying listings and clearly separating independent businesses from corporate brands. This, she believes, would empower customers to make informed choices.
Delivery giants like Just Eat, Deliveroo, and Uber Eats defend virtual brands as tools for any business—independent or otherwise—to expand their offerings and reach new customers. Just Eat claims it supports independents by helping them access new markets, while Deliveroo emphasizes its mission to champion local businesses. Uber Eats, meanwhile, promises to “level the playing field” with dedicated account managers and equal exposure opportunities. But does this rhetoric hold up in practice?
Jamie Rees, co-owner of Cardiff’s Fowl and Fury, first noticed chains creating digital brands three years ago. Now, he says, “it’s literally everywhere.” He points to Frankie & Benny’s and TGI Fridays as prime offenders, with brands like Bird Box, Stacks, and Mother Clucker operating under their umbrella. While Jamie understands the business logic behind these strategies, he’s frustrated by the imbalance it creates. “In theory, apps should level the playing field,” he explains. “But when chains launch five different restaurants under one roof, I’m no longer on equal footing. They have more resources for advertising, promotions, and photography.”
Jamie calls for legislation mandating transparency about the origins of food and the parent companies behind virtual brands. “What I fear is that smaller businesses will eventually be pushed out because they’re less visible on these platforms,” he warns. “It feels unethical, because most people ordering from these ghost kitchens are drawn in by the branding.” For Fowl and Fury, this isn’t just a hypothetical concern—it’s a daily reality, as most consumers now order online.
Friends have suggested creating an independent-only delivery service, but Jamie admits it’s no match for the dominance of Uber Eats, Just Eat, and Deliveroo. Rajendra Vikram Kupperi, director of Vivo Amigo in Cardiff, echoes this sentiment. He believes ghost kitchens are diluting the takeaway industry and unfairly disadvantaging independents. “During Covid, the number of ghost kitchens that opened was endless. It’s a killer,” he says. “Big brands can undercut prices and offer better deals.”
Take Mexican food, for example. Las Iguanas operates Kick-Ass Burrito, while Barburrito serves as itself and under aliases like Death Valley Burrito, Badass Burritos, and Twisted Health Kitchen. Rajendra wants a clear separation between ghost kitchens and independent restaurants to prevent consumer confusion. “Customers can’t really differentiate,” he notes. “Separating them would encourage those who want to support independents.”
Chains like Barburrito defend virtual brands as a way to maximize kitchen efficiency, reduce waste, and meet customer demand. They argue that the model isn’t exclusive to large chains and that independents can also benefit. Coyote Ugly shifts the focus to survival, stating, “The problem isn’t competition, but whether businesses can remain viable at all. This is about keeping doors open, protecting jobs, and giving hospitality a fighting chance.”
Peter Backman acknowledges that chains create ghost restaurants for extra revenue but questions whether customers truly care. “If consumers believe they’re supporting a local business, it’s deceiving,” he admits. “But if they’re just ordering wings, does it really matter?” He supports transparency and suggests a dedicated page for independents on delivery apps, though he doubts its practicality.
Frankie & Benny’s, TGI Fridays, Pizza Hut, and Las Iguanas have been approached for comment, but their silence speaks volumes. Is this a case of innovation or exploitation? Should delivery platforms be held accountable for clearer distinctions? And what does this mean for the future of independent restaurants? Weigh in below—let’s spark a conversation that could shape the industry.
