Madras Flavours on King s Road The Reading Chronicle has uncovered that a new restaurant in Reading launched under 40 different ‘virtual brands’ online – despite operating from one kitchen – a tactic Deliveroo claims helps to trial different cuisines and cuts food waste. 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”. Madras Flavours, at 10-13 Kings Road, had more than 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.
Madras Flavours on King s Road The Reading Chronicle has uncovered that a new restaurant in Reading launched under 40 different ‘virtual brands’ online – despite operating from one kitchen – a tactic Deliveroo claims helps to trial different cuisines and cuts food waste. 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”. 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.