“The ones that don’t do it well will ultimately
fail,” he said.
There has also been some blowback on social
media when customers find out that the
place they thought was a new local restaurant
was actually a big chain. DoorDash says it
encourages restaurant chains to disclose their
virtual brands, but it’s not always clear where
meals are being cooked.
John Dillon, Denny’s chief brand officer, said
his company tries to be transparent, partly
because its delivery-only brands showcase
the variety of food Denny’s offers. But he also
points out that 96% of Denny’s stores are run
by franchisees, so patronizing them helps
local communities.
Mikelya Fournier, a small business owner in
Leesburg, Georgia, was excited to see a new
restaurant — It’s Just Wings — on DoorDash
one night. She dug around and discovered it
was made by Chili’s. But she thinks the food
is delicious and she’s happy to have another
delivery option.
“Food deserts are rampant in my area, so
having a bigger chain come in and fill a need is
amazing,” Fournier said.
Fournier said delivery companies could simply
require restaurants to disclose their virtual
brands. But either way, she’ll keep ordering
from It’s Just Wings.
“I don’t care who owns it,” she said.