Thursday, 25 October 2018


A ride-hailing service that’s disrupted the business of food delivery and ordering-in—once nearly exclusively the domain of pizza, we learn via Duck Soup, is creating an empire of virtual franchises that only exist as menu-options when ordering from the service.
Of course it’s nothing new or novel to set up a booth or a concession within a larger venue, but it is strange to think of a branded concept “restaurant” existing only in the corner (without seats or a storefront) of a host kitchen of a larger food preparation operation, as hundreds of affiliates are revealed to be. What do you think? It’s an interesting way to pool resources and reputation but there’s also an inscrutable and alienated quality to it, like a letterbox business that’s not open to public inspection—sort of like the couriers themselves.