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Online Food Ordering Gives Rise to Virtual' Restaurants When it comes to eating, more Americans are ordering in instead of eating out. In some restaurants, cooks make food for other online restaurants at the same time. Like at Frato's Pizza, a family restaurant in Chicago. In the kitchen, the cooks make pizza. But they also make chicken, salmon and even frozen milk drinks-all of which can only be ordered online. Frato's owner, Michael Kudrna, launched the online-only businesses earlier this year to keep up with new eating trends. He says one third of his sales come from people using third-party apps on their cell phones. But those sales also cost him. Third-party apps can charge as much as 30 percent to manage the ordering and delivering of the food. David Portalatin is a food industry adviser for the NPD group. He says the $26.8 billion online ordering market is the fastest-growing source of restaurant sales in the U.S. Online orders are only 5% of all restaurants orders, but they are growing about 20% each year. The number of restaurant visits remain unchanged.
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