I'm Zoe Thomas for the Wall Street Journal.

我是《華爾街日報》的佐伊-托馬斯。

Has this ever happened to you?

這種情況曾經發生在你身上嗎？

You're looking for something to eat on a delivery app and you come across several restaurants that all appear to be different, but all seem to have exactly the same food.

你在一個外賣軟件上找東西吃，你遇到了幾家看起來都不一樣的餐廳，但似乎都有完全相同的食物。

Well, on Tuesday, Uber eats is set to announce it's doing something about this.

好吧，週二，Uber eats將宣佈它在這方面做了一些事情。

It plans to take down about 5000 online only menus that represent about 10% of listings on the app in the US and Canada with me to discuss how things came to this point is our restaurant reporter Heather Hadden.

它計劃刪除約5000份僅在線的菜單，這些菜單佔美國和加拿大應用程序上的列表的10%，我們的餐廳記者Heather Hadden和我一起討論事情是如何發展到這一步的。

Hi, Heather.

嗨，希瑟。

Thanks for joining us.

謝謝你加入我們。

Thanks so much.

太感謝了。

So to start off when we talk about multiple listings from one restaurant are these ghost kitchens, some of them can be, but often these are actually from real restaurants with a physical address and an actual door.

是以，首先，當我們談到一家餐廳的多個列表是這些幽靈廚房，其中一些可能是，但往往這些實際上是來自真正的餐廳，有一個物理地址和一個實際的門。

These are online only brands that a lot of restaurants started during the pandemic as a way to shore up their businesses when dine in seating was closed and it's basically run out of an existing kitchen.

這些是隻在網上銷售的品牌，很多餐館在大流行期間開始使用，作為在用餐座位關閉時支撐其業務的一種方式，它基本上是在現有的廚房中運行。

It could be a ghost kitchen, but it's often at an actual physical restaurant where they're offering what's supposed to be a unique menu out of that restaurant for online app.

這可能是一個幽靈廚房，但它往往是在一個實際的實體餐廳，他們為在線應用程序提供應該是該餐廳的獨特菜單。

Or can you tell us a little bit more about why restaurants would choose to do this to have multiple listings and maybe give us some examples of restaurants that are doing it.

或者你能告訴我們更多關於為什麼餐館會選擇這樣做以擁有多個列表，也許給我們一些正在這樣做的餐館的例子。

Yes.

是的。

So again during the pandemic, when dining rooms closed, a lot of brands including established brands like casual dining restaurants like Chili's or Denny's or Ihop decided that they needed additional revenue to keep themselves afloat.

是以，在大流行期間，當餐廳關閉時，很多品牌，包括像Chili's或Denny's或Ihop這樣的休閒餐廳這樣的成熟品牌決定，他們需要額外的收入來維持自己的生存。

So at a restaurant like IHOP or Denny's often their kitchens are pretty slow in the evening even though they're 24 hour concepts.

是以，在IHOP或Denny's這樣的餐廳，儘管它們是24小時營業的概念，但它們的廚房在晚上往往相當緩慢。

And so they added these new unique brands that are serving burgers or grilled cheese or quesadillas to appeal to consumers, many of them younger than their typical demographic to order through apps and to have it delivered to them.

是以，他們增加了這些新的獨特品牌，提供漢堡或烤奶酪或墨西哥玉米餅，以吸引消費者，其中許多人比他們的典型人群更年輕，通過應用程序訂購併送到他們面前。

So they're using their kitchens, often they're using existing ingredients in their restaurants, but advertising and marketing it in a new way and offering a, a new and distinctive menu.

是以，他們正在使用他們的廚房，通常他們在餐廳使用現有的原料，但以新的方式宣傳和營銷，並提供一個新的和獨特的菜單。

So tell us why Uber has made this decision to kick off around 5000 online only restaurants from its app.

那麼，請告訴我們，為什麼Uber做出這個決定，從其應用程序中踢掉大約5000家只在線的餐館。

So Uber and you know, a lot of the apps say this as well, that things just got really overheated amongst these virtual brands.

是以，Uber和你知道的，很多應用程序也這麼說，事情在這些虛擬品牌中真的過熱了。

All these menus will come up and some of them are just the same menu under different names and emerging out of the same restaurant or from the same overall company.

所有這些菜單都會出現，其中一些只是在不同名稱下的相同菜單，並出現在同一家餐廳或同一整體公司。

And there's really no differentiation between them.

而且它們之間真的沒有區別。

And so, you know, these apps say thousands of these have mushroomed and Uber Eats is taking very definitive action to clean up what they say has become a wild wild west out there of these virtual brands that they say that they need to call some of these just so their customers can really trust what they're ordering is an actual distinct restaurant with its own, you know, own food and own menu as opposed to a copycat.

是以，你知道，這些應用程序說，成千上萬的這些已經如雨後春筍般出現，Uber Eats正在採取非常明確的行動，以清理他們說已經成為這些虛擬品牌的野生西部，他們說，他們需要調用其中的一些，只是讓他們的客戶可以真正相信他們所訂購的是一個真正獨特的餐廳，有自己的，你知道，自己的食物和自己的菜單，而不是一個山寨。

Is there a big fight on the app for real estate space that they might take up or these virtual brands might be taking over?

在應用程序上，是否有一場大的爭奪房地產空間的鬥爭，他們可能會佔用，或者這些虛擬品牌可能會被佔領？

Yeah, I mean search is huge.

是的，我的意思是搜索是巨大的。

I mean how you engineer search is a whole art these days and there's outside third party services that will help you and your search on these apps.

我的意思是，如今你如何設計搜索是一門藝術，有外部的第三方服務會幫助你和你在這些應用程序上的搜索。

How customers actually discover your brand, you can pay consultants to make that even better.

客戶實際上是如何發現你的品牌的，你可以付錢給顧問，使其變得更好。

You want to be on top, you want to be towards the top.

你想在上面，你想朝上爬。

So when someone is hungry and scrolling you show up apart from just kicking off many of these online brands.

是以，當有人餓了，在滾動時，你出現了，除了只是踢掉許多這些在線品牌。

Are there any other rules that Uber Eats is bringing in?

Uber Eats還帶來了其他的規則嗎？

Yeah.

是的。

So in addition to making sure the menus are distinctive, Uber Eats is also going to require that online brands list photos of five items that are unique to its menu.

是以，除了確保菜單有特色外，Uber Eats還將要求在線品牌列出其菜單上特有的五種物品的照片。

Uber Eats will also take down virtual restaurants whose average ratings drop beyond a certain threshold.

Uber Eats還將取締平均評分下降超過一定閾值的虛擬餐廳。

And that's kind of similar to some what some of the other companies are starting to do.

而這有點類似於其他一些公司開始做的事情。

Um, we talked to Grubhub who said it's also making sure that there's not too many brands stemming from one same physical address,

嗯，我們和Grubhub談過，他說它也在確保沒有太多的品牌源自同一個物理地址，嗯，並確保來自特定虛擬餐廳的訂單和取消率不會太高，他們才會準許它們。

and making sure that orders and cancellation rates aren't too high from particular virtual restaurant before they would sanction them.

You spoke with users of the app.

你與該應用程序的用戶交談。

What did they say about this phenomenon?

他們對這種現象是怎麼說的？

Yeah, I think for going online, you know, maybe it's also like online shopping these days.

是的，我認為對於上網，你知道，也許它也像現在的網上購物。

It can just feel kind of overwhelming.

它可能只是感覺有點壓倒性。

There's just so many listings.

只是有這麼多的列表。

You don't really know where it's coming from.

你並不真正知道它從哪裡來。

The National Restaurant Association actually did a survey and the majority of customers say they want to have food delivered from an actual place.

全國餐館協會實際上做了一項調查，大多數顧客說他們想讓食物從一個實際的地方送來。

They want to know that there's some integrity to the listing and to the restaurant before they're eating the food.

他們想知道，在他們吃東西之前，清單和餐廳有一些完整性。

So I think, you know, there's been some comedians that have spoofed this phenomenon, but I think for the regular customer, they just want to know what they're getting is, is real.

所以我認為，你知道，已經有一些喜劇演員惡搞了這種現象，但我認為對於普通顧客來說，他們只是想知道他們得到的是什麼，是真的。

All right.

好的。

That was our reporter Heather Haddon.

這是我們的記者Heather Haddon。

Thanks for joining us, Heather.

謝謝你加入我們，希瑟。

Thank you.

謝謝你。

And that's it for today's tech news briefing.

今天的科技新聞簡報就到此為止。

But a quick note on A I before we close the show, we still want to hear your questions about generative artificial intelligence A I programs like chat GP T Microsoft's New Bing Search or Google's Bart.

但是，在我們結束節目之前，對A I做一個簡短的說明，我們仍然希望聽到你關於生成性人工智能A I程序的問題，如哈拉GP T微軟的新必應搜索或谷歌的Bart。

And we're going to answer them on an upcoming episode.

而我們將在即將播出的節目中回答這些問題。

Do you want to know more about how these A I programs work, what they're capable of or maybe what this latest wave of A I development could mean for how we live our lives.

你想知道更多關於這些人工智能程序如何工作，它們有什麼能力，或者也許這個最新的人工智能發展浪潮對我們的生活方式可能意味著什麼。

Leave us a voicemail with your A I question at 4154396482.

請給我們留言，告訴我們您的A I問題：4154396482。

Or email us a voice recording to T N B at W S J dot com.

或將語音記錄發到T N B at W S J dot com。

We look forward to hearing from you.

我們期待著您的來信。

I'm Zoe Thomas with the Wall Street Journal.

我是《華爾街日報》的佐伊-托馬斯。

Thanks for listening.

謝謝你的聆聽。