(qlmbusinessnews.com . Mon 19th Jan, 2026) London, UK —
Revealed: How Major Chains are Undermining Local Restaurants Through Stealthy Branding on Food Apps
In a recent spotlight on the competitive landscape of the UK takeaway industry, local restaurateurs have voiced their concerns over multinational companies disguising themselves as local independents on popular food delivery platforms.
Among the chain restaurants adopting alternative identities on platforms like Deliveroo and Just Eat are Pizza Hut, TGI Fridays, Frankie & Benny's, Las Iguanas, and Barburrito. This practice has been criticised for its potential to divert customers from genuine local businesses in search of unique dining experiences.
Justina John, who runs ONJA Taste of Tanzania in Cardiff, equated the struggle of keeping her business afloat to “small fish trying to swim with the sharks.” Meanwhile, Peter Backman, CEO of theDelivery.World, contended that such tactics only become misleading if consumers are making a concerted effort to support small-scale, independently-operated eateries.
John, 45, revealed the challenge her establishment faces competing against the pervasive presence of major chains camouflaged as independent entities on these apps, describing their tactics as “very sneaky” and unfair. “The only thing that's keeping us alive is authenticity, something you can't fake,” she stated, calling for delivery platforms to implement measures that ensure greater visibility and support for authentic independent businesses.
The major delivery services including Just Eat, Deliveroo, and Uber Eats, defended the use of ‘virtual brands', arguing that they offer an opportunity for all restaurants to diversify their offering and tap into new customer bases, not just the large chains.
Jamie Rees, co-owner of Cardiff's Fowl and Fury, observed that this practice, noticed initially three years ago, has now become widespread. Rees specifically pointed out Frankie & Benny's and TGI Fridays among the most notable for engaging in such strategies, highlighting how these tactics compromise the idea of an equal playing field provided by the apps, due to the larger financial resources at the chains' disposal.
Rajendra Vikram Kupperi, director of Vivo Amigo, another Cardiff-based restaurant, lamented the rise of ‘ghost kitchens' during the pandemic, stating that it unfairly dilutes the marketplace and disadvantages independents due to the financial muscle of larger chains allowing for undercut prices and attractive offers.
There is a call among independent restaurant owners for delivery apps to segregate virtual brands and ghost kitchens from truly independent outlets, to prevent consumer confusion and ensure those looking to support local businesses can easily do so.
Both Barburrito and Coyote Ugly responded to the criticism by highlighting the benefits of virtual brands in optimising kitchen usage, reducing waste, and meeting customer demands, arguing that this model is not the preserve of big chains alone.
The debate over the practice of established chains operating under different guises continues, with calls for transparency and support for the independents who fear being overshadowed in an increasingly crowded and deceptive marketplace.
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