There’s a growing wave of restaurants in the U.S. that are luring patrons with clickbait names and glossy imagery. But you can’t dine in them, because in the physical world they don’t exist.
Uber reported more than 40,000 virtual restaurants among Uber Eats' North American listings this year, quadruple what it reported two years ago.From Big Hot Dog Energy to Pimp My Pasta, there’s a growing wave of restaurants in the U.S. that are luring patrons with clickbait names and glossy imagery. But you can’t dine in them, because in the physical world they don’t exist.
This data comes from a sample of restaurant listings on Uber Eats’ platform, drawing from listings shown under each of the platform’s cuisine categories — fast food, ice cream, barbecue — for a given city. “It’s supposed to be the best street in the world for pizza,” Rich said. But that’s only on Friday and Saturday nights, and, he said, “the rest of the week isn’t enough to support the rent, the workers, the electric.”
Virtual restaurants are a boon to businesses that are “struggling in some kind of way,” said David Henkes, a senior consultant at Technomic, a business-focused market research company that specializes in the food service industry. Customers of delivery platforms tend to prioritize cost and speed, both of which are easier to provide than a one-of-a-kind in-person experience.Rich found that people were ordering from his virtual restaurants based on name alone.
From Benson’s perspective, there are other issues with virtual restaurants: “Do they have their own kitchen ratings, health ratings?”
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