Uber Eats is cracking down on an explosion of 'ghost' menus, where restaurants feature the same food under as many as 20 different brands

• Uber Eats has new rules for delivery-only brands on its app, the Wall Street Journal reported.

• Digital brands will have to show that their offerings are different from other restaurants.

• Some restaurants are listing their menu up to 20 times under different names, the Journal reported.

If dinner options on Uber Eats have all started to look the same, you're not imagining it.

The delivery app plans to remove roughly 5,000 brands that sell food through the platform, Wall Street Journal reported on Monday. Those restaurants represent about 13% of all virtual brands on Uber Eats, according to the Journal.

The reason: The brands were the result of restaurants copying and pasting their menus in various forms as they tried to win over customers with new names or branding. In one example, a Pakistani restaurant in San Francisco posted its menu 20 times under different names, according to the Journal.

Seeing so many different versions of the same options "erodes consumer confidence," John Mullenholz, head of dark kitchens at Uber Eats, told the Journal.

Virtual brands, or "ghost" menus, aren't physical restaurants. Instead, their orders are prepared by restaurants looking to up their sales and appeal to new customers. They often target different demographics than the brick-and-mortar restaurant, using a different name or fresh branding.