There's also just a branding/targeting phenomenon going on to some extent. Ghost/cloud kitchens even from high-quality sources often have youth-oriented "cool"

There's also just a branding/targeting phenomenon going on to some extent. Ghost/cloud kitchens even from high-quality sources often have youth-oriented "cool" branding, websites, names of dishes and so on. They're definitely trying to target a different group of customers, at least in some cases. The other aspect I've noticed is that most of these things are laser-targeted in terms of what they offer. Though they operate out of a full-service restaurant they'll offer just burgers, or just wings, etc. I think this one has to do with the way that the delivery apps deaccentuate the actual identities of restaurants: they really encourage you to just search/browse for a type of food, so this is sort of a gaming of that system.