How to Choose a virtual food brand for your business

A virtual brand could be the answer if you’re running a professional kitchen and considering taking your business to the next level.

A virtual brand is an excellent way for hospitality to diversify their income, make more money, and reach more customers. There are hundreds of cuisines to choose from, various branding options, and logistics to consider. But knowing exactly what virtual food brand to use is easier said than done.

What is a virtual food brand?

Before we look at how to choose a virtual food brand for your kitchen, let’s clarify what a virtual food brand actually is.

A virtual brand is an online-only restaurant found on third-party delivery platforms like Just Eat, Uber Eats, and Deliveroo. It’s a great way for hospitality businesses to run a food-delivery operation from their existing kitchen.

Here’s how it works: 

1. You create a delivery-only menu for local customers, complete with a brand identity

2. You work with third-party platforms (like Uber Eats, Deliveroo, and Just Eat) to receive and manage orders 

3. You use your existing kitchen, staff, and equipment to prepare the food 

After launching a virtual brand, your menu reaches a broader pool of customers in your local area. As a result, you can get more food orders, reduce food waste, maximise your capacity, and boost your income. 

Why incorporate virtual food brands into your business? 

Check out some of the reasons virtual brands benefit your hospitality business. 

• To increase income with minimal risk. Virtual food brands deliver significant value to hospitality businesses with minimal risk. You don’t need to change locations, buy equipment, or hire new staff. You can incorporate virtual brands into your existing operations to boost your income. 

• To test new food concepts with low, upfront costs. A virtual brand is a great way to test a food-delivery operation with minimal upfront costs. You can see what type of food your online customers like and learn more about the best way to run and manage the food-delivery process without investing in an entirely new business. 
  

• To reach more customers. An online-only brand helps you reach a broader audience in your local area. You’re more likely to generate more food orders and make more money. It’s a win-win. 

How to choose the best virtual food brand for your business  

Now that we know what virtual brands are and their benefits let’s walk through the steps you should follow when choosing the right virtual brand for your kitchen. 

1. Identify your target audience

Start by identifying your target audience and the type of food they’re looking for. This puts you in a much better position to launch a virtual brand that appeals to their needs and is more likely to succeed. 

Here’s how you can identify your target audience: 

• Review the competition. Take a look at other food delivery restaurants in your local area. What sort of food are they serving? Is there a common trend in the type of food they’re serving? What are their reviews like? All this information will help you identify their target audience and what food appeals to them. Then, you can start to piece together who you should target and what sort of food to sell.
  

• Work with a franchise delivery partner. A delivery franchise partner is a company
  that helps kitchen operators find and launch virtual brands. Part of their job is to
  analyse local data and review competition in your local area to find the best virtual
  brand for your business. So, if you want to take some pressure off yourself, leave it to
  the experts and contact a franchise delivery company like Peckwater Brands. 

• Review market trends. Looking at the food-delivery market to spot popular food types is always a good idea. Look at sites like Statista for data about the food delivery market, or read articles from delivery platforms like Uber Eats and Just Eat to get more insights about the type of audience you might want to target. You can also take a look at content from businesses in the industry to get a better understanding of the marketplace. For example, this article from Deliverect about the future of online food ordering in 2023 or these whitepapers from Peckwater Brands. 

2. Research possible virtual brands 

Now that you know your audience and what might appeal to them, it’s time to research virtual brands that fit the bill. 

You have two options to choose from here: 

• Create your own virtual restaurant brand. This is a private virtual restaurant brand, meaning you’re responsible for creating the menu, branding, packaging, etc. If you choose to create your own virtual brand, read this article: How to Build a virtual restaurant brand with a strong identity. 

• Partner with a delivery franchise company. Working with a franchise partner means that you’ll have a selection of virtual brands to choose from. The franchise company will handle the branding, marketing, promotion, menu creation, technology platforms, and more. The franchise company will analyse data and trends to find the best virtual brands for your business. Then, you can work with them to discuss which options you want to use.

There’s no right or wrong option. Ultimately, the right choice depends on whether you want to create your virtual brand or use an existing brand from an industry expert.

If you create your own, you have more control over the brand and the type of food you sell. If you work with a franchise partner, you’ll leave all the behind-the-scenes work to them and focus solely on preparing the food. 

This means you’ll get access to free training, marketing, and promotional activity, and your menus will be designed for you. 

Find out more about how it works on the Peckwater Brands website.  

3. Review the brand’s reputation and credibility

Review the brand's reputation if you choose to use a virtual brand from a franchise delivery partner. Why? Because other kitchen operators will also use them in different locations. And if the brand doesn’t have a good reputation, it could impact your success. 

Let’s say you run a restaurant in Manchester. A cafe in London also uses the virtual brand you’re thinking of using. Let’s say you run a restaurant in Manchester. In the London location, the brand has some poor reviews about the food quality. 

If you incorporate the same virtual brand into your kitchen, you’re also taking on this perception of the brand. With some poor reviews under its belt, using this brand could prevent potential customers from ordering from your location. 

To better understand the brand’s perception, look at online reviews. This will show you what the brand perception is and whether it’s a perception you want to be associated with. On the Peckwater Brands website, you can easily see customer reviews for specific brands. Take a look at the Seoul Chicken brand as an example. 

4. Consider the variety and uniqueness of menu

Whether creating your own virtual brand or partnering with a delivery franchise company, you want an exciting, on-trend menu with many options. That way, you’re more likely to attract new customers and encourage them to order. 

Put yourself in the customer’s shoes for a second. If you come across a limited menu with unoriginal items, will you make an order? Or are you more likely to order from a menu with exciting new items that water your mouth? We know what we’d pick. 

Plus, if your menu only has a few limited options, you risk alienating customers looking for more variety. For example, if a vegetarian views your menu without meat-free options, you’ve instantly lost their business. 

So be sure you review the menu items to look for variety, relevance to your target audience, and differentiation from competitors in your local area. You’ll cut through the noise and hopefully attract more customers. 

Use Deliverect to handle all your online orders 

After finalising which virtual brands to use, look at how Deliverect can help you manage your online orders in one location. 

Deliverect connects your point-of-sale (POS) system with your delivery channels to streamline the process. There’s no need to flick back and forth between different platforms because it’s centralised in one location. 

Find out more about how it works, or schedule a demo today.

If you’re thinking about working with a delivery franchise company to boost your income, get in touch with our preferred virtual brand provider, Peckwater Brands. Their partners receive hundreds of orders and earn thousands more every month!

About the author:
Sam Martin — Co-founder and CEO of Peckwater Brands

Sam knows a thing or two about the hospitality industry. Before Peckwater Brands (PWB), he was the UK&I General Manager at Karma Kitchen, and before that, as Head of Innovation at Uber Eats UK&I. Sam brings all his experience and passion for the hospitality industry to his role as co-founder and CEO of Peckwater Brands. He’s always on top of industry trends and how to stay ahead of the curve to serve PWB partners best.