[Gormo]

The way you put it doesn't sound like almost the mirror-image of the whole "ghost kitchens" thing. If established, reputable restaurants with known food quality are operating unde alternative branding in order to experiment with new marketing strategies, it doesn't really seem like 'cheating' to me.

Definitely not in the same category as a fly-by-night operation in a warehouse pretending to be an established restaurant.

[heroprotagonist]

Agree, it's all in how it's actually used. There are ghosts kitchens renaming themselves to avoid bad reviews, or to inflate their presence. But there are legit reasons to do it too.