Virtual Brands

A virtual brand is an additional delivery-only name (a "dark" or ghost-kitchen brand) that sells a subset of your location's menu on Glovo, Wolt, and Yandex Eats while staying physically the same kitchen. The section lives in Admin Panel → App Store: switch the storefront's top-level scope from "Account" to "Per location", pick the location, and at the bottom of its integrations block you'll find "Virtual brands (dark kitchen)", next to channel commissions. The block has no card of its own in the extensions catalog, so searching the catalog for it won't help.

The idea comes from dark-kitchen practice: a single prep location can list several names on aggregators — "Mario's Pizza," "Asia Woks," "Midnight Burgers" — instead of opening a physically new spot for every niche. Each brand gets its own menu, logo, and page on the platform, but orders are still cooked by the same kitchen and shown on the same KDS screen.

Brand registry and menu subset#

Each virtual brand at a location is a registry entry with:

• name, "Logo URL" and "Cover URL" — how the brand looks on the delivery platform, separate from the location's main brand. The images are given as links to files you already host: there is no file upload in this block;
• an item subset — which categories and dishes from the main menu belong to the brand (picked with the same reusable table used for per-channel menu overrides).

An item can belong to several virtual brands and the main menu at the same time — it's just a different slice of one catalog, not a duplicated dish.

Linking a brand to delivery channels#

Each brand has its own storefront identifiers per channel, connected separately from the location's main storefront:

Registering the second storefront itself — i.e., making the platform aware that "Mario's Pizza" is a separate store on Glovo/Wolt/Yandex Eats — is an operational step in that aggregator's own partner dashboard; the platform doesn't do it for you. cenaly.ru connects an ID already issued by the platform to your brand, and from that point manages its menu and orders.

Once linked, each brand's own card carries a "Publish menu" button — one per channel: the system builds a separate menu file from the brand's item subset, adds the brand's name and logo to the metadata, and publishes it to the channel's storefront — without touching the main location's menu or other brands.

Per-channel overrides on top of a brand#

The same per-channel overrides that apply to the main location menu also apply to a virtual brand's menu — only the item subset of the brand is taken first, and then channel-specific edits are applied on top of it:

• hide an item — don't show a dish on that channel;
• custom price — a markup or a distinct price to cover the platform's commission;
• custom name, description and photo — for cases where a dish card on the aggregator needs to look different from the main menu.

Order matters: the brand subset filter is applied first, then channel overrides on top of the result — an override cannot bring back into the brand's menu an item that isn't part of the brand.

How an order shows up in the kitchen#

An order that arrives on a virtual brand's storefront is automatically tagged with that brand on intake, based on exactly which channel storefront it landed on. From there, the brand shows up:

• as a badge on the ticket on the kitchen (KDS) screen — the cook sees which name the guest ordered under;
• in the order list — a brand filter and column next to the channel (Glovo/Wolt/Yandex Eats);
• on the Expo card — expo staff see the brand when handing the order to a courier.

No separate queue or screen is created per brand — every brand's orders flow into the same kitchen queue and the same expo queue, just tagged with where the order came from.

Related sections#

• Delivery channels — per-channel menu overrides, stop-list, pauses
• Glovo · Wolt · Yandex Eats — connecting channels
• Kitchen (KDS) — the prep screen with the brand badge
• Expo — handing an order to a courier with its brand shown

FAQ#

Do I need a separate physical location for a virtual brand?#

No, that's the whole point — one prep line and one kitchen serve every brand at the location. You only need to set up a storefront (Store/Venue/Place ID) in the aggregator's partner dashboard and a menu subset in cenaly.ru.

Does a virtual brand get its own website or QR menu?#

No, virtual brands only sell through the connected delivery channels (Glovo/Wolt/Yandex Eats). The platform doesn't create a separate public storefront or a dedicated domain for a brand.

Can I see revenue broken down by brand?#

Financial reports are currently computed for the location as a whole, without a per-virtual-brand breakdown. You can tell orders apart by channel and storefront in the order list.

What if I only have one brand?#

The section is optional — without virtual brands, a location keeps working exactly as before: one menu across every connected channel.