US online ordering boom gives rise to virtual restaurants


  • TECH Premium
  • Wednesday, 23 Oct 2019

Chef Joseph Gattuso preparing a gyro sandwich in Schaumburg, Illinois. He's working in the kitchen of Frato's Pizza, but filling an online order for the virtual restaurant Halal Kitchen. Frato's looks like a typical restaurant, but cooks there whip up dishes for four other restaurants at the same time. Thousands of restaurants are experimenting with virtual spin-offs, trying to capitalise on the rising popularity of online ordering. — Photos: AP

NEW YORK: Frato's Pizza looks like a typical family restaurant, with its black-and-white checkered floor and red chairs. But in the kitchen, the cooks are whipping up dishes for four other restaurants at the same time.

There is, of course, the gourmet pizza that patrons have come to expect from Frato's when they walk through the door. But there are also spicy chicken gyros for Halal Kitchen, barbecue chicken tenders for Tenderlicious, salmon grilled cheese for Cheesy Deliciousness, and Butterfinger milkshakes for Heavenly Shakes – all of which can only be ordered through online sites Grubhub, DoorDash and Uber Eats.

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