Restaurants look to ‘ghost brands’ to gain market share

The Coffee Clubs moonlight as Sir Benedicts. (Image: Ben Fraser)

Wed, 17 Sep 2025

Restaurants are harnessing delivery applications and creating “ghost brands” to appeal to larger demographics. Like “ghost kitchens”, where the facilities are delivery only, “ghost brands” are restaurant identities that exist only online, often being developed out of a business that already exists. For the last few years, an increasing number of Pita Pit stores have housed Egg’d and Bowl’d restaurants, whose products can be ordered via Uber Eats, DeliverEasy, and DoorDash. Chr...

Subscribe to BusinessDesk

Stay informed on business, government and financial developments across New Zealand.

Deeply researched, twice-edited and fact-checked news
Annual subscribers also receive a complimentary subscription to The Wall Street Journal
Personalised email news alerts, plus gift up to 5 stories a month to non-subscribers

You can cancel anytime with two clicks, an email or a phone call.
Find out more.

We are serious about journalism.

Already a Subscriber ? Sign in here.

Name {{ registerForm.errors.get('name') }}

Email address {{ registerForm.errors.get('email') }}

Phone Number {{ registerForm.errors.get('phone') }}

Job Title {{ registerForm.errors.get('title') }}

Password Minimum password length of 8 characters.
Require at least one upper and lowercase, numeric, and special character. {{ registerForm.errors.get('password') }}

Repeat password {{ registerForm.errors.get('password_confirmation') }}

We had trouble validating your card. It's possible your card provider is preventing us from charging the card. Please contact your card provider or customer support.

Credit Card

Cardholder's name

{{ __(plans[index].name) | capitalize }} {{ plans[index].attributes.old_price | currency }} {{ plans[index].price | currency }}

All subscriptions auto renew but are easy to cancel.

I Accept The Terms Of Service

{{ registerForm.errors.get('terms') }}

Tax: {{ taxAmount(selectedPlan) | currency }}

Total Price Including Tax: {{ priceWithTax(selectedPlan) | currency }} {{ selectedPlan.type == 'user' && spark.chargesUsersPerSeat ? '/ '+ spark.seatName : '' }} {{ selectedPlan.type == 'user' && spark.chargesUsersPerTeam ? '/ '+ __('teams.team') : '' }} / {{ __(selectedPlan.interval) | capitalize }}

On the Money

On the Money: Du Val, Kathmandu, Fonterra, and more

A Du Val comedy, dairy politics, and a copied signature.

Dileepa Fonseka 11 Oct 2025

Technology Review

Samsung Galaxy Z Fold7: Slimmer and sharper

When I first got Samsung’s original Galaxy Z Fold, it felt like a momentous occasion.

Peter Griffin 11 Oct 2025

Samsung Galaxy Z Fold7: Slimmer and sharper

Opinion

Simon Robertson: On asset allocation

Why I only own US stocks.

Simon Robertson 11 Oct 2025

Sponsored

Why New Zealand organisations need to rethink their cloud strategy

New Zealand organisations have embraced cloud computing over the past decade, but many are now confronting a sobering reality: adoption alone isn’t enough. According to Datacom’s 2025 Cloud & Infrastructure Report, only half of New Zealand businesses say they’ve realised the benefits they expected from cloud – despite significant investment.

Datacom

Sponsored

In a complex world, Kiwi investors can take comfort in mega forces

Enduring international forces bring clarity to uncertain times.

Blackrock

More Retail

Retail

Smiths City owes creditors $26.8m

The outlook for unsecured creditors of the former retail icon Smiths City appears bleak, as liabilities have mounted to more than $26.8 million.Liquidators for the century-old retailer stated in their initial report that 240 creditors were owed money by the company, as reported b...

Staff reporters 09 Oct 2025