I agree with the parent, there is a lot of similarity here. You may be right that cloud kitchens are more haphazard and veer into challengeable trademark infringement. Old giants like Unilever tend to be better at legal precision.
Besides that, they're both doing the same thing. They're using brands to obfuscate, artificially manage reputation, or achieve basic marketing goals... not tell consumers who they are buying from. It's all deceptive. Fake choice, fake competition, fake diversity. It's all abusive of trademarks. Trademarks are intended to help consumers know what they're buying, create some reputational accountability. Typical FMCG strategies, like unilever and these cloud kitchens, are all about neutralising this... allow them to enjoy positive reputation while neutralising the negative reputation.
All of this is standard strategy, used often. For example. You are going for a "normal" supermarket experience: Many options for cereal, cheese, detergent, etc. Choice. But, you still want 70% cereal market share to go to vendor A. Maybe it's an internal vendor. So, fake branding. Fake diversity. Create the experience without creating the experience.
As Cloud restaurants become a mature, they'll probably learn to avoid legal trouble. But, the game will still be the game. It's not cheating if you're drunk.
The post, for example, wants to know which brands represent which kitchens. He doesn't want food from the bad kitchens. Tightening up trademark infringement will not help him.
