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Independent restaurant owners have raised concerns about large food chains disguising themselves as small, local businesses on popular delivery apps, a move they describe as unfair competition that harms family-run establishments. Several major chains, including Pizza Hut, TGI Fridays, Frankie & Benny’s, Las Iguanas, and Barburrito, reportedly operate multiple brands on platforms like Deliveroo and Just Eat. These brands have distinct names designed to give the impression they are independent restaurants, creating confusion for customers and disadvantaging genuine small businesses.
Justina John, who runs ONJA, Taste of Tanzania in Cardiff, expressed frustration at competing with these disguised chains. She likened the struggle to being “small fish trying to swim with the sharks.” John, who opened her restaurant about a year ago, highlighted the “overwhelming presence” of chain eateries masquerading as local independents on these platforms, calling the practice “very sneaky” and unfair to smaller businesses. According to her, the only way small restaurants like hers can survive is by staying authentic, something bigger brands cannot easily replicate.
Owners like Jamie Rees of Cardiff’s Fowl and Fury have noticed the rise of these digital-only brands from chains over the past few years. Rees pointed out that chains such as Frankie & Benny’s and TGI Fridays are particularly aggressive in creating these virtual brands. Investigations on delivery apps revealed many of these so-called independent eateries are in fact operated from kitchens belonging to larger chains. Examples include brands like Bird Box and Stacks linked to Frankie & Benny’s, or Wing Street connected to Pizza Hut. Rees voiced concerns about the fairness of this system, explaining that while the apps were intended to level the playing field, chains gain an advantage by operating multiple brands under one roof and having greater resources for marketing and promotions.
Rajendra Vikram Kupperi, director of Vivo Amigo, another independent restaurant in Cardiff, echoed similar worries. He described the proliferation of ghost kitchens during the Covid pandemic as “a killer” for his business and others like it, noting that big brands can afford to lower prices and offer deals that smaller competitors cannot match. Kupperi called for clearer separation on delivery platforms between these virtual chain brands and real independent restaurants to prevent consumer confusion and help customers support genuine local businesses. Delivery platforms themselves, including Just Eat, Deliveroo, and Uber Eats, maintain that virtual brands are tools available to all restaurants, aimed at helping them expand and reach more customers. However, many independent restaurant owners believe stronger transparency and regulation are necessary to protect smaller players in an increasingly digital marketplace
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