The rise of fake restaurants - and how they fool consumers

Today, we’re talking about secretive restaurant websites and a completely fake restaurant Instagram account. But first, something we couldn’t believe was real: Influencer Jake Paul is opening 25 restaurants. In the latest issue of The Prep, we get into what’s really going on in restaurants. Pull up a chair.

On the menu:
💠 Austin’s Ethos restaurant is fake, but people don’t know it
💠 Chipotle invests in Brassica to compete with Cava
💠 Skipping websites for a more “magical” experience
💠 THC cocktails are evolving with new drink dispensers

What we’re watching: “The Last of the Sea Women,” a documentary following the elderly women who collect seafood from the ocean floor and reefs surrounding their home on Jeju Island, just off the southern coast of South Korea.

 What we’re following: The latest non-alcoholic news, including a new beer brand from "Spider-Man" actor Tom Holland, and a growing debate over whether it’s okay for kids to drink NA brews.

Plus: Check out this restaurant name-generator.

Real thoughts on fake restaurants 

Have you checked out that popular Austin restaurant with photos of Jeff Bezos behind the bar and a pastry that looks like Moo Deng, the famous internet hippo? Reservations are literally impossible to come by at Ethos ... because the self-proclaimed award-winning Austin restaurant exists only on Instagram. The profile is just a bunch of AI-generated images, although not everyone commenting on the photos seems to be in on the joke.

This fake restaurant may have real-world implications, writes Joe Guszkowski at Restaurant Business: "The emergence of the online restaurant business has already forced consumers to grapple with some odd questions. Is there really an establishment near me called Burger Slut? Or is it just one of the many virtual brands that now coexist with legitimate brick-and-mortars on third-party delivery apps? And if that’s the case, where is the food really coming from?" (Restaurant Business Online)

Chipotle makes a big investment in a small chain 

Do you know about Brassica? The six-unit Mediterranean chain out of Ohio is certainly on Chipotle’s radar. Brassica just became the first restaurant to receive an investment through Chipotle’s $100 million Cultivate Next venture fund. With the funding, Brassica is expected to open new units and expand to new locations. 

But why Brassica? “Chipotle, which is dominant in the Mexican fast-casual sphere, may be feeling pressure from Cava,” says Restaurant Dive’s Julie Littman. “Cava went public last year and has been one of the major restaurant success stories of 2024, with sales up and new openings performing well. By throwing its weight behind an emerging fast-casual brand, Chipotle could insulate itself from competition outside of its immediate market segment.” (Restaurant Dive)

You can find everything online except for the menu

Having an informative website seems like table stakes for restaurants these days. Many diners like to peruse the menu before dining out and even study the chef or owner’s bio. However, some operators believe withholding some of the information makes for a more magical experience. It can frustrate diners and critics, but these restaurants have a point. Not only is a website a lot of upkeep, says Mackenzie Hoffman, an owner of L.A. wine restaurant Stir Crazy, but “if you’re providing a website with so much information, so many perfect pictures, and you’re setting the scene, the guest is already dreaming up a hospitality experience. ... Sometimes it just doesn’t match.” (NY Times)

$96.4 billion

Total sales made at eating and drinking establishments in September.

(National Restaurant Association)

"Although we can solve many questions and problems through technology, removing it in restaurants can create a happier, calmer and less anxious environment."

-Aaron Noveshen, chef and founder of Starbird, on the power of restaurant technology. (🎧The Simmer)

💠 Canned THC cocktails grow up

💠 Create 300 billion possible drink combinations

💠 What makes this martini cost $22 

💠 Up next for Alinea Group after Nick Kokonas’ exit  

Thank you for reading The Prep.

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