Catfish to go: is your local indie just a beard?

So major chains like Frankie & Benny’s, TGI Fridays, and Pizza Hut have all been accused of “masquerading” on delivery apps by launching virtual brands (think Stack & Bird or WingStreet) that look like those quirky local startups we all love to support.

In my mind, this is the ultimate in hospitality catfishing. These big boys are putting on a digital moustache and pretending they’re a ‘cool indie’ from down the road because they know customers are desperate to shop local for small batch quality, not mass-produced fare.

Here’s how the Moustache works…

Chains use host and ghost kitchens to create what look like standalone, boutique eateries. A TGI Fridays might appear on Deliveroo as “TGI Fridays,” but the same kitchen also operates “Conviction Chicken”.

To a customer scrolling, one is a global chain; the other looks like a family-run, local fried chicken joint with its artisanal logo, handwritten-style font and independent-sounding name.

By running 5-6 virtual brands from one kitchen, a chain can effectively take up 6 slots on a user’s “Nearby” feed, pushing genuine small businesses further down the page.

It’s not just sneaky; these Dinner Swindlers are a killer for the real family-run spots that can’t compete with a multinational’s marketing budget.

My advice? Independent venues can’t outspend a chain, but they can out-humanise them. Start using your physical presence as a weapon and play the Authenticity Card.

• The “Street View” Audit: Ensure your Google Maps profile is updated with photos of your actual storefront. Chains can’t show a cosy high-street shopfront for a virtual brand.
• Behind-the-Counter Content: Post videos of your real-life chefs prepping actual ingredients. No stock photos for you.
• “Verified Local” Branding: Use your physical address prominently in your delivery app bio. Explicitly state: “Cooked in our family kitchen at 12 Genuine Street.”
• The In-Bag Hook: Include a “Thank You” note in delivery bags explaining that you are a local independent. Offer a direct-order discount code for their next meal to bypass the apps.

Bottom line – if I put a ‘Grand Cru’ label on a bottle of supermarket plonk, I’d be sued for fraud. But in delivery, you can put a ‘Craft’ label on a factory-frozen patty and call it innovation. It’s a breach of the unwritten contract between a chef and a customer.

People pay a premium for ‘local’ because they think their money is staying in the community and they’re getting a hand-made product. When that ‘local’ burger is actually coming off a conveyor belt in a retail park, the whole industry loses its soul.