Imagine scrolling through your favorite food delivery app, searching for a unique, locally-owned gem, only to discover that some of those 'independent' restaurants are actually big chains in disguise. It’s a sneaky practice that’s sparking outrage among small business owners, who feel they’re being pushed out of the market. But here’s where it gets controversial: are these chains really deceiving customers, or is this just another clever business strategy in the digital age? Let’s dive in.
Independent restaurant owners across the UK are crying foul, accusing global chains like Pizza Hut, TGI Fridays, Frankie & Benny's, Las Iguanas, and Barburrito of masquerading as small, family-run businesses on platforms like Deliveroo and Just Eat. These chains create virtual brands—often with quirky names and no obvious ties to their parent companies—making it nearly impossible for customers to tell the difference. For instance, did you know that 'Bird Box' and 'Stacks' are actually Frankie & Benny's in disguise? Or that 'Mother Clucker' is TGI Fridays? And this is the part most people miss: these ghost kitchens operate under the same roof, leveraging their resources to dominate the market.
Justina John, the 45-year-old owner of ONJA, Taste of Tanzania in Cardiff, puts it bluntly: 'It’s like small fish trying to swim with the sharks.' She opened her restaurant a year ago and quickly noticed the 'overwhelming presence' of these chain-backed virtual brands. 'It’s very sneaky and unfair to small businesses,' she adds. 'The only thing keeping us alive is authenticity—there are certain things you can’t fake.'
But not everyone agrees. Peter Backman, CEO of theDelivery.World, argues that the practice is only misleading if customers are intentionally seeking out independent restaurants. 'If someone just wants wings, does it really matter who’s cooking them?' he asks. Yet, for many, the issue goes beyond convenience—it’s about transparency and supporting local economies.
Delivery platforms like Just Eat, Deliveroo, and Uber Eats defend virtual brands, claiming they help businesses expand their offerings and reach new customers. Just Eat, for example, states that these brands give partners 'the opportunity to diversify their revenue streams.' Deliveroo adds that its 'core mission is to champion local businesses,' while Uber Eats promises to 'level the playing field' for all merchants. But here’s the catch: these platforms don’t always make it clear which restaurants are independent and which are backed by big chains.
Jamie Rees, co-owner of Cardiff’s Fowl and Fury, first noticed this trend three years ago. Now, he says, 'it’s literally everywhere.' He points to Frankie & Benny's as 'the worst offender' and TGI Fridays as 'quite a big one.' Jamie understands why chains do it—it’s a way to maximize profits—but he’s frustrated by the lack of transparency. 'Apps are supposed to create an equal playing field,' he explains. 'But when they launch five different brands under one roof, I’m no longer on equal footing. They have more money for advertising, promos, and photographers.'
Rajendra Vikram Kupperi, director of Vivo Amigo in Cardiff, echoes this sentiment. He believes ghost kitchens are 'diluting the takeaway industry' and giving chains an unfair advantage. 'During Covid, the number of ghost kitchens that opened was endless. It’s a killer,' he says. 'Bigger brands can undercut prices and offer better deals.'
So, what’s the solution? Justina and Jamie both want delivery platforms to take more responsibility—verifying listings, clearly labeling independent businesses, and perhaps even creating separate sections for them. Jamie even suggests legislation to ensure transparency about where food comes from and who’s behind it. 'What I fear is that smaller businesses will eventually go out of business because they’re less visible on these platforms,' he warns. 'It feels unethical, because people often order from these ghost kitchens because of the branding.'
But here’s the controversial question: Is it really unethical, or is this just the evolution of the food industry? Chains argue that virtual brands allow them to make better use of existing kitchens, reduce waste, and meet customer demand. Coyote Ugly sums it up: 'The problem isn’t competition, but whether businesses can remain viable at all. This is about keeping doors open and protecting jobs.'
What do you think? Are big chains unfairly dominating the market, or are they simply adapting to a digital world? Should delivery platforms do more to support independent businesses? Let us know in the comments—this debate is far from over.
