Creating a virtual brand on platforms: opportunity or trap?

A virtual brand (virtual brand) is a restaurant that exists only on platforms, without a physical storefront. You can create several from your existing kitchen.

The advantage: you reach different customer segments. Your pizzeria can also operate a pasta brand, a salad brand, and a dessert brand. Four restaurants, one kitchen.

Platforms encourage virtual brands because they increase the catalog. Uber Eats even has a dedicated program to help restaurateurs create virtual brands.

Risks: dispersion. If you manage 4 brands with the same team, quality may suffer. Each brand should have a reduced menu (8-12 articles) and clear preparation processes.

Cannibalization: if your brands compete with each other (same type of cuisine, same area, same prices), you won’t gain anything. Clearly differentiate each brand.

The cost of creation is low: a name, a logo, photos of dishes, and a menu on the platform. Total budget: 200 to 500 EUR. The return on investment can be quick if the concept responds to a real demand.

Test with a virtual brand for 3 months. If it generates at least 30 orders per week without degrading the quality of your main brand, launch a second one.