The rise of the clickbait restaurant

While scrolling on Doordash one night last year, co-host Emilie Friedlander made a strange discovery: She stumbled upon a listing for a restaurant called F*cking Good Pizza. Only, as far as she could tell, it didn't seem to actually exist. Her recent long read for VICE, “The Mysterious Case of the F*cking Good Pizza,” chronicles her months-long investigation of a ring of mysterious restaurants with uncanny photos and attention-baiting names — a microcosm of the fast-growing trend of virtual restaurants, or online-only brands that prepare food for delivery only. We won’t spoil what she uncovered—we want you to listen to this week’s podcast!—but we'll just say that her research kept leading her back to CloudKitchens, the new company from Uber co-founder and former CEO Travis Kalanick. 

Along the way, she spoke to restaurant owners in Philadelphia, Brooklyn, Chicago, and Los Angeles about their experiences cooking for these virtual brands (hint: the pandemic is a major protagonist in this story) and came across an essay by a writer who had fallen down a similar rabbit hole, 3,000 miles away: Emma Kemp, an artist and designer who teaches at the Otis College of Art and Design in L.A.

Published by Bakersfield—the research studio she founded with the filmmaker Matthew Altman Vega—“Ghost ops: Counterfeit Kitchens in the pandemic age” is a fascinating meditation on the systems of social signaling embedded in the design of these virtual brands, the phenomenon’s ties to broader trends in visual culture and advertising, and how its emphasis on "style over substance" can feel very of a piece with what it feels like to live in L.A. in this cultural moment. 

On this week's show, Emma and Emilie compare their findings and join Andrea for a conversation on the dizzying world of online-only restaurants, ghost kitchens, and Big Tech’s encroachment upon what we eat. 

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