Apicbase Glossary

The A to Z
food and beverage industry glossary

A B C D E F G H I J K L M N O P Q R S T U V W X Y Z

Virtual brand franchise

A virtual brand franchise, or virtual franchise, in the foodservice industry, is a company, usually a food tech company, that develops virtual brands and offers them to foodservice establishments such as (hotel) restaurants or catering companies with extra capacity, the so-called host kitchens, that want to launch themselves on the food delivery market. A virtual brand is a turnkey package that includes well-tested and optimised menus for delivery, and the support and know-how necessary to turn them into a success. This includes everything from promotion of the brands on delivery platforms to marketing, packaging and pricing. The host kitchen assembles the dishes and gets them ready for pick up by the delivery drivers. In return, the host kitchens receive a commission from the virtual brand developer.

Keep reading