One kitchen, multiple restaurants. In the last five years, the number of virtual brands on Deliveroo has increased by over 150%. These are conventional kitchens that have seating: they change the name, create a new menu, and go online with a different brand.
Read more USA, new tariffs on polysilicon imports
Ask the Sun
The questions are automatically suggested by 24Ore AI
based on the content viewed.
The model is present in over 300 Italian municipalities. Monza is the city where virtual restaurants have the greatest weight compared to the total activities on the platform. Following are Varese, Milan, Turin, and Bologna.
One kitchen, multiple brands
The virtual restaurant, or virtual brand, exists only in the app. The owner maintains their traditional business and adds a second brand designed for deliveries. They can offer different dishes, build a distinct menu, and target different customers without opening a new dining room or installing a second kitchen.
Read more Bridge over the Strait, green light from the Superior Council of Public Works for the design …
Alongside virtual restaurants, there is also a smaller phenomenon, though difficult to estimate: ghost kitchens. These are kitchens without a dining area and without a public-facing location, created exclusively to prepare orders for delivery.
Virtual brands can adapt to the market
The advantage of a brand is the ability to build an offer based on the demand of users in a specific area. “Virtual brands are an increasingly strategic tool to help our partners innovate their offerings and reach new customers, maximizing the potential of their kitchens,” says Andrea Zocchi, managing director of Deliveroo Italy.
Read more Justice-migrants decree: what changes for notaries, magistrates, and lawyers
