FAQs for Partners

What actually is a virtual brand?
Virtual brands are restaurants that exist only on third party delivery platforms. In our case these are Just Eat, Uber Eats and Deliveroo. 
What is a digital restaurant?
A digital restaurant, otherwise known as a virtual restaurant is only available online. Diners will order food from a delivery platform (such as Deliveroo) but there is no physical, bricks and mortar restaurant with in-house dining. 
What is a delivery platform?
A food delivery platform allows users to compare menus across restaurants and order from a variety of restaurants through a single web or mobile app. In the UK we work with Just Eat, Uber Eats and Deliveroo. 
Who owns these brands?
These brands are all owned by Peckwater. We work with data from delivery platforms across the UK to understand the latest food trends and flavours. We then identify underlying consumer motivations to inform our branding. 
What is a dark kitchen?
A dark kitchen, also known as a virtual kitchen, cloud kitchen or ghost kitchen is a space to prepare food to be sold exclusively on delivery platforms such as Deliveroo, Uber Eats and Just Eat. There is no in-house dining experience, so drivers from delivery platforms come to collect the food and deliver it to the customer. 
What is a ghost kitchen?
A ghost kitchen is the same as a dark kitchen or a virtual kitchen. It is where meals exclusively for delivery are prepared and cooked. This means that there is no in-house dining and the food is only available on delivery platforms such as Deliveroo, Uber Eats, Just Eat.
What is a host kitchen?
A host kitchen is a commercial kitchen that produces its own food as usual but also acts as a ghost kitchen for another brand. A host kitchen will use its existing staff and equipment to produce food for a completely separate brand but this food will be delivery-only. The second brand will only be available on delivery platforms such as UberEats, Deliveroo, JustEat. 
Does Peckwater Brands trade from a physical office or a virtual office?
We have virtual brands (in the sense that they are sold on delivery platforms only and customers will not be able to order from the counter). However, we are very much real! Our Head Office is located in Old Street, London, where the majority of the team are currently located.
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