The restaurant business is changing quicker than ever. Virtual brands—those that operate only online via delivery platforms—are shaking up the food industry. For restaurant owners, they offer a great opportunity to increase income, enter new markets, and future-proof their business.

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So, why should your restaurant consider adopting a virtual brand in 2024? 

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What is a virtual brand?

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Consider a virtual brand as an online-only extension of your current restaurant. No dine-in, no storefront—just a digital presence that delivers meals via platforms such as Talabat, Zomato, and Careem.

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But here's the best part: you won't need a new kitchen, additional workers, or large investments. This can be the simplest way for increasing your income with what you currently have? 

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Why Launch a Virtual Brand in 2025?

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1. Boost Revenue Without Breaking the Bank  

What if you could generate a new income stream without expanding your physical space? A virtual brand allows you to do just that.  

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Imagine your restaurant in Dubai serves Italian cuisine. With the same kitchen, you launch a virtual pizza brand targeting families looking for affordable yet gourmet meals. You’re earning more with minimal additional costs—what’s stopping you?

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2. Grow Your Customer Reach

Are you missing out on consumers that never come to your real restaurant? With a virtual brand, you may reach totally new populations.

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For example, a fine-dining restaurant in Riyadh may offer a casual shawarma delivery service for busy young professionals. What if the customers you've been waiting for are currently perusing Talabat for their next meal? 

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3. Stay Ahead of Consumer Trends

Do you realize how many people prefer delivery over dining out? In MENA, 70% of UAE citizens utilize meal delivery weekly, and this figure is increasing. Virtual brands address these changing preferences full on.

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Consider the increase in plant-based diets and keto trends. Are you prepared to adapt? A virtual brand makes it simple to experiment with various niches while remaining relevant to client preferences.

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4. Maximize Your Kitchen's Potential

How frequently does your kitchen sit idle during off-peak hours? Could you utilize your leisure to make meals for a completely different audience?

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For example, a breakfast café in Jeddah may start a virtual dessert business that serves late-night delights. Doesn't it make sense to optimize your resources rather than letting them go unused?

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5. Test New Ideas with Minimal Risk.

What prevents you from attempting anything new? A virtual brand allows you to explore new concepts without committing to a full-fledged restaurant launch.

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- Do you want to provide poke bowls or loaded fries?

- Thinking about taking advantage of family dining specials this weekend?

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You may experiment, get real-time feedback, and fine-tune your notion without incurring major losses.  

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Success Stories

This Saudi-based virtual brand specializes in shawarma wraps with a gourmet twist.

By focusing on premium ingredients and unique flavors, they’ve captured both the late-night delivery and lunch crowd, becoming a household name on apps like Jahez and HungerStation.

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Rebel Foods is the world's largest cloud kitchen operator, offering over 40 virtual brands like Faasos and Behrouz Biryani.

With smart branding and operational efficiency, they've localized offerings for the MENA market, catering to the region's taste preferences.

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How to Get Started

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Find Your Niche

What unmet needs can you fill? Healthy meals? Comfort food? Consider what your target market is hungry for, both physically and metaphorically.

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Smart sourcing:

How can you maintain quality while keeping prices low? Platforms such as KASO can help you connect with reputable vendors and streamline your procurement processes.

KASO is an online platform that is designed for the restaurant industry that allows customers to identify, order, and track their supply orders all from one place. 

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Use Delivery Platforms

Why restrict your audience? Listing your brand on Talabat, Zomato, or Jahez allows you to reach millions of prospective customers.   

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Market Creatively

What story is your brand telling? Use Instagram clips or TikTok to share behind-the-scenes footage. Wouldn't a local influencer gushing over your dish help you go viral?

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Launch, Learn, Repeat

Who says you have to have everything flawless at launch? Begin small, collect feedback, and improve your offers. Isn't it preferable to improve based on genuine consumer insights? 

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Future is Virtual

As customer tastes move toward ease and digital interaction, virtual companies are more than a passing fad—they represent the future. Are you prepared to diversify your revenue streams and broaden your reach by 2024?

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The question isn't if you should adopt a virtual brand strategy, but why haven't you begun yet?

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