Since this new market is just being created, it makes sense that a lot of companies will be shut down, in that search for the best business model.
One possible guess is: in this very competitive market it's really hard/expensive to get new customers. But here, UBER had a big advantage.
Also, customers aren't loyal. But in the case of UBER, even if those customers change a virtual restaurant brand, they're very likely to stay in the UBER app, and UBER may have some power to guide them.
And if many "virtual restaurants" share the same highly-efficient commercial kitchen, and aggregate their orders from suppliers - they still get most of the efficiencies of a large commercial kitchen.
One possible guess is: in this very competitive market it's really hard/expensive to get new customers. But here, UBER had a big advantage.
Also, customers aren't loyal. But in the case of UBER, even if those customers change a virtual restaurant brand, they're very likely to stay in the UBER app, and UBER may have some power to guide them.
And if many "virtual restaurants" share the same highly-efficient commercial kitchen, and aggregate their orders from suppliers - they still get most of the efficiencies of a large commercial kitchen.