Busaba Eathai, the Thai restaurant group, has launched a Japanese-inspired virtual brand, Katsu Kitchen, via Deliveroo, MCA has learnt.

The brand, which serves a limited menu of katsu curries and sides, is operating in four Editions kitchens, including Peckham, Blackwall, Islington and Battersea.

It is one of a number of brands to have launched virtual restaurants brands – delivery only kitchens – including sushi hand roll concept Yoobi, which is operating Lolo Poke via Deliveroo, which it also plans to launch in Paris via Editions.

Chilli Banana, the North West-based Thai group, has three virtual brands - Poke Blu, Go Get Sushi and Pho and Roll. Lievita, the Milan-founded pizza concept, which made its debut via Deliveroo Editions late last year, has launched a spin-off brand, South Saints Pizza, to appeal to a UK audience.

Meanwhile Proove, the Neapolitan pizza concept, is diversifying into New York style pizza with Pizza Stars.

Meg Fairfield, director of partner services told MCA: “We are about using our wealth of insight, knowledge and expertise to help our restaurant partners build new brands that our customers want and our partners can use to boost their growth.

“We are market leaders in working step by step to design, build and test new concepts that brings customers amazing meals and restaurants new revenue streams.

“For us this is about delivering high quality concepts which are built to last and that’s why we support restaurants with a dedicated team to delivery this new and innovative concept.”

  • For a full feature on virtual restaurant brands, see MCA’s September print edition