The huge restaurant chains masquerading as independents
Show notes
Every weekend, thousands of Brits order takeaways from independent restaurants.
Or do they?
Because these independent restaurants aren’t actually what they seem.
Pizza Hut, Prezzo, Frankie & Benny’s, Las Iguanas and many more chains are rebranding their food on delivery apps to appear like an independent restaurant.
They’re exploiting our psychological bias for independent brands and fooling millions of diners.
Find out how in today’s episode of Nudge.
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Today’s sources:
Chen, S. [@StanYM]. (2024, December 22). I served McDonald's at a luxury food convention [Video]. YouTube.
Hoskin, R. (2026, January 17). Big chains accused of masquerading as independent restaurants on delivery apps. BBC News.
Lin, M. S., Sharma, A., & Ouyang, Y. (2020). Role of signals in consumers' economic valuation of restaurant choices. Journal of Hospitality & Tourism Research, 44(7), 1080–1100.
Zhang, Y., Fishbach, A., & Kruglanski, A. W. (2007). The dilution model: How additional goals undermine the perceived instrumentality of a shared path. *Journal of Personality and Social Psychology*, *92*(3), 389–401.