[wmab]

I'm sure it's against both's ToS but that doesn't really matter. The concern here is spamming on the third party ordering apps and clearly trying to appear as other legitimate brands. Hopefully the reviews shown in the app will detract people from ordering from them (if it were a popular restaurant then surely a low rating would be a red flag?).

There are legitimate reasons for a cloud kitchen wishing to run multiple brands/food concepts that are fine and actually very entrepreneurial. For example, someone could wish to run multiple different food concepts (Chinese, Thai, Pizza, Mexican, etc.), each with limited menus and cross use a bulk of the ingredients, and instead of having one huge disjointed menu, you can more accurately cater and be found by hungry eaters who are looking for that specific cuisine. As long as you're providing quality food at good prices then you'll be competitive with other restaurants within your chosen cuisines and be able to cater to more of the demand-side of the marketplace.