- A Reddit user was surprised to discover that the pizza she ordered last month from what she thought was a local pizzeria called Pasqually’s Pizza actually came from Chuck E. Cheese.
- A Chuck E. Cheese representative told Business Insider that Pasqually’s Pizza & Wings is a new, delivery-only premium pizza brand operating from Chuck E. Cheese kitchens.
- Operating multiple delivery brands from one restaurant kitchen is actually a common practice.
- Delivery-only brands make even more sense for chain restaurants with dine-in concepts that need to build their virtual presence during the pandemic, when delivery is key to a restaurant’s survival.
- Visit Business Insider’s homepage for more stories.
Support local businesses – that’s just what one Philadelphia GrubHub user wanted to do when she ordered from Pasqually’s Pizza.
But when the pizza arrived, it looked just a little too familiar. As Food & Wine first reported last month, a Reddit user going by kendallneff discovered that the pizza she thought she’d ordered from a local restaurant had actually come from Chuck E. Cheese.
She posted the exchange with her GrubHub driver in the r/Philadelphia subreddit on April 18.
“Also, just curious… was this food from Chuck E. Cheese?” she texted her driver after her food was delivered.
“There was the Chuck E Cheese store but the windows had the wing restaurant on them??? I was curious too!” the driver replied.
As it turns out, Pasqually is the name of the chef in the Chuck E. Cheese universe. And there are countless listings for Pasqually’s Pizza & Wings on delivery websites across the country.
A Chuck E. Cheese representative told Business Insider that Pasqually’s Pizza & Wings is a delivery-only premium pizza brand operating from Chuck E. Cheese kitchens.
“Pasqually’s Pizza & Wings, named after another favourite member of Munch’s Make Believe Band, shares kitchen space with the Chuck E. Cheese restaurant, ensuring high-quality, fresh ingredients,” the representative said. “Pasqually’s Pizza & Wings’ recipes use fresh, homemade pizza dough, just like Chuck E. Cheese, but it is a different pizza that features a thicker crust, extra sauce and new blends of cheeses and seasonings, giving consumers a more flavorful, more premium pizza experience.”
Delivery-only secondary brands like Pasqually’s Pizza & Wings are actually a common practice. Applebee’s delivers food under the subbrand Neighbourhood Wings by Applebee’s, and Just Salad has a virtual brand called Health Tribes targeted at diners with dietary restrictions. Dog Haus developed eight virtual brands it calls “The Absolute Brands.”
While these secondary brands may seem nefarious, they’re simply tools for restaurants looking to appeal to a wider audience in the virtual dining landscape. Third-party platforms typically allow restaurants to choose only a few categories – such as pizza, comfort food, or wings – and launching a secondary, delivery-only brand enables restaurants to expand the search categories they can reach.
Just Salad CEO Nick Kenner told Business Insider that Health Tribes’ sales had more than doubled since the pandemic began. “I think virtual brands are a great thing for restaurants to be exploring right now,” Kenner said.
Pasqually’s Pizza & Wings definitely isn’t the first delivery-only brand launched by a major restaurant chain, and it won’t be the last. Especially in the pandemic’s delivery-based dining landscape, restaurants are grabbing as much of the delivery pie as they can get.