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...

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