An investigation by the Reading Chronicle has uncovered that a new restaurant in Reading launched under 40 different ‘virtual brands’ online – despite operating from one kitchen.
The approach has been slammed as “disingenuous at best” and “the illusion of choice”, but Deliveroo has backed the tactic, saying it is “not an attempt to flood the market in Reading”. The delivery giant claims the practice is an opportunity for businesses to try new approaches without damaging their brands.
Read more: The full in-depth investigation into the Reading restaurant with 40 names
Madras Flavours, at 10-13 Kings Road, had 40 virtual brands listed last week on delivery websites, most with the same or very similar menus, but many of these have since been removed.
Here are all the restaurant brands on Deliveroo:
1.Madras Flavours Pure Indian Vegetarian Restaurant (The actual name of the restaurant)
2.Dosa King
3.Dosa Magic
4.Dosa Planet (not currently accepting orders)
5.Grand Dosa (not currently accepting orders)
6.Deccan Express
7.Hyderabadi Biryani Club (not currently accepting orders)
8.Royal Biryani (not currently accepting orders)
9.Shahi Veggie Biryani (not currently accepting orders)
10.Halal Biryani (not currently accepting orders)
11.Urban Tadka
12.Indian Tales (not currently accepting orders)
13.Indian Infusion (not currently accepting orders)
14.The Spice Route
15.Dakshin Chutney
16.Chola Bawan
17.Kesar
18.Desi Chilly (not currently accepting orders)
19.Wok65
20.Hakka Town (not currently accepting orders)
21.Fatt Monk (not currently accepting orders)
22.Momo Land (not currently accepting orders)
23.Indie Wok
24.Silk Route Journey
25.Epic Momos
26.Soul Chutney
27.Manchurian Magic
28.Wow Wok (not currently accepting orders)
29.Momo Monk
These are all the virtual brands that were on Uber Eats:
1.Epic Dosa
2.Aromas of India
3.Streets of India
4.Desi Dhaba
5.Indian Chimney
6.South Indian Express
7.Dosa World
8.Royal Biryani
9.Momo Land
10.Hakka Street
11.Desi Wok
12.Momo Monk
13.Momo Magic
14.Biryani Bhai
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