His issue seems to be that a single virtual kitchen can have multiple restaurants out of the same physical location selling… get this… the same menu items under a number of different brands! ALERT THE AUTHORITIES!
Evidently, what’s happening is that the virtual kitchens are playing SEO with food menus. You want wings but she wants Chinese and Billy wants Italian. You could order from 3 different restaurants but if you play this right, all 3 orders could be coming out of the same establishment. I fail to see the problem.