Virtual Brands: The Complete Guide to Creating Your Dark Brand on Uber Eats

A virtual brand (or dark brand) is a restaurant brand that exists only on delivery platforms. No storefront, no signage – just orders. And for you, restaurateur, it’s an opportunity to generate 20 to 40% of additional revenue without additional commercial rent.

What exactly is a virtual brand? It’s a separate presence on Uber Eats, Deliveroo or Just Eat with a distinct name, visual identity, and menu from your main restaurant. You prepare the orders from your existing kitchen. The customer doesn’t necessarily know that “Chicken Paradise” and your traditional kebab share the same kitchen.

Advantages: immediate additional income, testing new concepts without real estate risk, optimizing your kitchen capacity during off-peak hours, potential for customer base diversification.

The drawbacks: more complex management (multiple tablets or an aggregator), risk of confusion if the concept is too far removed from your skills, reference costs on platforms (registration fees + commissions).

How to Create Your First Virtual Brand in 5 Steps. Step 1: Choose Your Concept. Start with your existing skills. If you specialize in Maghrebi cuisine, a brand of braised chicken or merguez is more coherent than a sushi brand. Step 2: Create Your Identity. A striking name, a simple logo (Canva is sufficient to start with), professional photos of your dishes (budget: €200-€500). Step 3: Structure Your Menu. 8-12 articles max. Avoid overly complex menus that overload your kitchen. Offer clear bestsellers. Step 4: Register on Platforms. Uber Eats and Deliveroo accept virtual brands since 2021. You will need a SIRET number and a preparation address. Step 5: Manage Orders with an Aggregator. With 2 brands on 2 platforms = 4 order flows. An aggregator like Fooderise quickly becomes indispensable.

Virtual brands that perform well in France: fried chicken, tacos, smash burgers, healthy bowls, desserts (crepes, waffles), world cuisine (Lebanese, Indian, Thai).

Attention to legality: In France, the virtual brand must operate from a declared establishment (restaurant, dark kitchen). Platforms will verify your health compliance. Make sure you are compliant before launching.

Average results observed with our clients: +22% in revenue in 3 months after launching a first virtual brand. This figure rises to +35% after 6 months when the platforms’ algorithms began to naturally reference the brand.