Virtual Brands
Virtual Brands lets you operate several delivery-only "ghost kitchen" concepts out of one physical kitchen — each brand gets its own name, cuisine, logo emoji, brand colour, list of delivery platforms it sells on, and menu tags, plus revenue/order tracking so you can see which virtual brand is actually performing.
Overview
A brand card shows its logo, name, cuisine, revenue/orders/average-order stats (when available), which platforms it is active on, and any menu tags you have added.
The Revenue Split tab visualises revenue by brand as both a bar chart and a sortable table, including a grand-total row.
The Platforms tab breaks down estimated revenue share and which brands are active on each aggregator (Swiggy, Zomato, Dunzo, Magicpin, ONDC) or Direct/Walk-in.
Brands can be marked Active or Inactive; inactive brands are shown dimmed and separated into their own section on the Brands tab but keep all their configured data.
The brand builder panel lets you pick from a curated set of logo emoji and brand colours, add free-form menu tags (e.g. "Spicy", "Combo Deals"), and toggle which delivery platforms this brand sells on.
Before You Start
- You must have the Billing feature enabled on your plan.
Step-by-Step Guide
1 Create a new virtual brand
- Open Takeaway & Delivery → Virtual Brands and click "+ New Brand".
- Pick a Logo emoji and Brand Color, then enter a Brand Name (required) and Cuisine Type.
- Add a short Description, toggle the delivery Platforms this brand will sell on, and add any Menu Tags.
- Confirm "Active brand" is checked (or leave it unchecked to create it inactive/on hold), then click "Create Brand".
2 Review brand performance
- Switch to the Revenue Split tab to compare brands by revenue, order count, and average order value.
- Switch to the Platforms tab to see which aggregators each brand is actively selling on and each platform's estimated revenue share.
3 Edit, deactivate or remove a brand
- Click "Edit" on a brand card to change its name, cuisine, platforms, tags, colour or logo.
- Uncheck "Active brand" to move it to the Inactive section without losing its configuration.
- Click the ✕ button and confirm to permanently delete a brand.
Every Field & Button, Explained
| Field / Button | What it does |
|---|---|
Brand Name | Required — the customer-facing name for this virtual concept. |
Cuisine Type | Picked from a fixed list (North Indian, Chinese, Biryani, Pizzas, etc.) for display and filtering. |
Logo / Brand Color | A chosen emoji and colour used consistently across the brand's card, revenue chart bar and platform tags. |
Platforms | Which delivery aggregators (Swiggy, Zomato, Dunzo, Magicpin, ONDC) or Direct/Walk-in this brand is active on; affects the Platforms tab breakdown. |
Menu Tags | Free-form labels (e.g. "Spicy", "Under ₹200") describing the brand's menu character — purely descriptive. |
Active brand | Checkbox controlling whether the brand appears in the Active or Inactive section; inactive brands keep all data and can be reactivated any time. |
Revenue / Orders (stat, read-only) | Aggregated figures shown on brand cards and in the Revenue Split / Platforms tabs; these reflect whatever order data has been attributed to the brand. |
Tips & Best Practices
- Use Menu Tags consistently across brands (e.g. "Vegan", "Combo") so you can visually compare positioning at a glance in the Brands tab.
- Check the Platforms tab periodically to catch a brand that has drifted to zero orders on a platform it is still marked active on — that may mean its menu needs re-syncing on that aggregator.