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