America’s 57 Most Exciting Virtual Brands

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Cornerstone Restaurant Group
Chef Bill Kim's Pizza & Parm Shop food items

We might forget this someday, but ghost kitchens and virtual restaurant concepts were not a product of the COVID-19 pandemic. No, operators have been kicking the tires of the virtual marketplace’s potential really since the dawn of the delivery era, which seems like eons ago but was somewhere around 2012–2013.

Still, the pandemic was the fuel to ghost kitchens’ fire, thrusting millions more Americans into the digital sphere and delivery to the top of the service priority list. The potential suddenly seemed limitless; the combination of infinite virtual real estate with very little overhead was potent.

Now there are thousands of virtual, delivery-only concepts out in the ether, quickly spreading with the help of ghost kitchens, host kitchens, commercial kitchens—really any kitchen that can muster the space and resources. Here’s a look at the 57 virtual restaurant brands that we think are the most exciting—whether in their branding, their menu, or their growth potential—and that stand a good chance at hanging around even after we’ve all started to go back into restaurant dining rooms.

Note: If viewing on desktop, click photo in arrow to continue the story. Online food hall slides showcase multiple virtual concepts. Data is current as of May.

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Virtual Dining Concepts
MrBeast Burger

MrBeast Burger

One of YouTube’s most popular creators, Jimmy Donaldson (aka MrBeast) partnered with Virtual Dining Concepts to launch this burger joint in 30 markets simultaneously on December 30. With burgers and sandwiches inspired by Donaldson’s friends (and developed by VDC’s chef Eric Greenspan), MrBeast Burger immediately became one of the most popular and buzzed-about virtual concepts—literally an overnight success.

 

Menu theme: Burgers and sandwiches

Locations: 300+

Growth partners: Host kitchens

Owner/developer: Virtual Dining Concepts

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Virtual Dining Concepts
Tyga Bites

Tyga Bites

The chicken-wing market is pretty cornered, but what about chicken nuggets? That’s the market Tyga Bites is after, as the brand—named after the hip-hop star Tyga—offers chicken “bites” in three flavors and a range of sauces, with tots for a side.

 

Menu theme: Chicken

Locations: N/A

Growth partners: Host kitchens

Owner/developer: Virtual Dining Concepts

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Cornerstone Restaurant Group
Chef Bill Kim's Pizza & Parm Shop

Chef Bill Kim’s Pizza & Parm Shop

Chef Bill Kim is no stranger to Chicagoans, as he’s built a name for himself with Asian flavors at his Wicker Park restaurant Urbanbelly. But with this virtual concept, Kim is diving into Italian cuisine, offering Detroit-style pizzas like the Double Smoked Pork & Pineapple and a Chicken Parm Sandwich.

 

Menu theme: Pizza and Italian sandwiches

Locations: 2

Growth partners: N/A

Owner/developer: Cornerstone Restaurant Group

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Fish City Grill
Sarah's Hot Chicken

Sarah’s Hot Chicken

Not quite what you’d expect to see from a seafood company, Sarah’s Hot Chicken was developed by one of Fish City Grill’s franchisees as a way to broaden that brand’s clientele and drive sales during the pandemic. It’s been so successful that Fish City Grill is working to roll it out to the remaining 17 locations.

 

Menu theme: Nashville hot chicken

Locations: 3

Growth partners: Fish City Grill brick-and-mortars

Owner/developer: Fish City Grill

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C3
Krispy Rice food

Citizens

C3 has quickly become a leader in the virtual-brand space, developing successful concepts that are operated out of ghost kitchens, like REEF, as well as hotel kitchen facilities, like Graduate Hotels. To take the experience one step beyond its three-and-soon-more virtual brands, C3 developed Citizens Go with tech developer Lunchbox as a central ordering experience for its portfolio, which includes brick-and-mortar concepts Umami Burger and EllaMia. The result is a virtual food hall that lets customers pick and choose from multiple concepts without any hidden fees.

 

Owner/developer: C3

Growth partners: Ghost and host kitchens

Locations: 100­+

Virtual brands:

  • Krispy Rice: Sushi concept with rolls, nigiri, and its signature grilled sushi rice with a variety of toppings
  • Plant Nation: Plant-based ingredients paired with globally inspired flavors and modern culinary techniques in vegan pizzas, bowls, sandwiches, and pastas.
  • Sam’s Crispy Chicken: Based on Umami Burger’s chicken sandwich, Sam’s serves hormone- and antibiotic-free chicken, salads, and sandwiches as well as plant-based chicken substitutes.
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Dog Haus
Bad Mutha Clucka

Bad Mutha Clucka

Developed as part of fast casual Dog Haus’s virtual Absolute Brands portfolio, Bad Mutha Clucka highlights that chain’s chicken-sandwich offerings, as well as tenders and wings, all made with 100 percent all-natural, vegetarian fed, and antibiotic-free chicken.

 

Menu theme: Chicken

Locations: 36

Growth partners: Ghost kitchens, Dog Haus brick-and-mortars

Owner/developer: Dog Haus

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Dog Haus
Bad-Ass Breakfast Burritos

Bad Ass Breakfast Burritos

Another brand under Dog Haus’s virtual portfolio, Bad Ass Breakfast Burritos stuffs flour tortillas with premium meats and ingredients like crispy potatoes, cheese, and eggs, with sauces for pairing.

 

Menu theme: Breakfast

Locations: 35

Growth partners: Ghost kitchens, Dog Haus brick-and-mortars

Owner/developer: Dog Haus

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Virtual Dining Concepts
Guy Fieri's Flavortown Kitchen food items

Guy Fieri’s Flavortown Kitchen

There are few more recognizable faces in food than Guy Fieri, and through a partnership with Robert Earl’s Virtual Dining Concepts, millions more Americans will have access to Fieri’s signature bold flavors and items like the Bacon Mac ‘N Cheeseburger and Flavortown Fries.

 

Menu theme: American fare

Locations: N/A

Growth partners: Host kitchens

Owner/developer: Virtual Dining Concepts

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@pizza
@pizza

@Pizza

Want to know the real power of pairing the virtual-brand movement with viral social media marketing? Look no further than @Pizza. Developed by virtual restaurant company RaaS, which partnered with Uber Eats and Instagram account F*ckJerry, @Pizza teamed with hundreds of independent pizza shops around the country to serve its pies, leveraging the collective presence of each platform to draw attention to operators in need.

 

Menu theme: Pizza

Locations: 200+

Growth partners: Host kitchens

Owner/developer: Lawrence Valva

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Livy's Plant Based Foods
Livy's Plant-Based Foods, Cloud Burger

Livy’s Plant Based Foods

Philadelphia chef Jose Garces was inspired by his teenage daughter, Olivia, to launch this plant-based concept that leans heavily vegan. The menu boasts burgers with Impossible or black-bean patties, and sides like fries, tots, “chorizo” mac ’n’ cheese, “chorizo” chili, and more.

 

Menu theme: Plant-based

Locations: 1

Growth partners: N/A

Owner/developer:Chef Jose Garces

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Concept Entertainment Group
Central Kitchen Online Food Hall

Central Kitchen Online Food Hall

Thirsty Lion parent Concept Entertainment Group had founded Central Kitchen as a brick-and-mortar food hall before the pandemic. But COVID-19 has since driven them to consider the concept as a virtual option, and has leveraged Thirsty Lion kitchens to prove it can work. Now it’s looking to expand into ghost and host kitchens, with potential to service airports and corporate and college campuses as well.

 

Owner/developer: Concept Entertainment Group

Growth partners: Ghost and host kitchens

Locations: 10

 

 

Virtual brands:

  • Soy Joy: Asian specialties are on tap at Soy Joy, including Pork Belly Ramen, Ahi Poke, and Gochujang Korean BBQ Pork.  
  • Southern Jewel: This one’s got all the Southern staples, from pork sandwiches to mac ’n’ cheese and hush puppies.  
  • Killer Wings: There’s wings, of course, but Killer Wings also has munchies like garlic truffle fries and beer-battered onion rings, plus salads for the more discerning.
  • Pizza & Spice: A range of 10-inch pizzas are available at Pizza & Spice, plus salads and starters like Hush Puppy Corn Fritters, Cheese Curds, and Freakin’ Good Pickles.  
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Salted
Moonbowls Avocado Bulgogi

Moonbowls

Moonbowls represents the virtual-brand trend coming full circle. What started as a delivery-only virtual concept has since made the leap into brick-and-mortar locations and even CPG. Developed by restaurant group Salted, Moonbowls offers “feel-good,” sustainable, Korean-inspired bowls via all the major delivery platforms, but also through its own app and website.

 

Menu theme: Korean bowls

Locations: 17

Growth partners: N/A

Owner/developer: Salted

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Sous Vide Kitchen
Mediterranean Pure Foods, Salmon Almond Salad

Sous Vide Kitchen

Sous Vide Kitchen was way out in front of the virtual food hall trend, having launched in New York City three years ago. The idea was to create an efficient kitchen operation that churns out multiple concepts with limited labor, using the sous vide method to cook meats and erase the need for hoods. Guests order can order via delivery channels or Sous Vide Kitchen’s website, or they can drop in to the physical space to order on a kiosk. The company sees potential in continuing to develop more concepts and potentially spin some off for separate ghost kitchens.

 

Owner/developer: Sous Vide Kitchen

Growth partners: Ghost and host kitchens

Locations: 1

 

Virtual brands:

  • ESO Latin: Customizable, Latin-inspired bowls and wraps.
  • D.G.B.: The acronym says it all: “Damn Good Bowls.”
  • BONMi: Get your Vietnamese sandwich and bowl fix here.
  • Veg 23: Those who are inclined can get plant-based bowls or a falafel wrap or sub.
  • Pulled & Chopped: Pork, beef, and chicken get gussied up in sandwiches and bowls.
  • Vindy Indian Inspired Eats: For fans of standard Indian fare like tandoori chicken or tikka masala.
  • Rotisserie Joe’s: Comfort foods like rotisserie chicken, cornbread, and mac ’n’ cheese star.
  • Mediterranean Pure Foods: Mediterranean-inspired bowls, platters, and salads.
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Starr Restaurants
Chicken Scratch

Chicken Scratch

Developed by James Beard Award–winning restaurateur Stephen Starr and chef Peter Serpico, Chicken Scratch operates out of the latter’s eponymous Philadelphia-based restaurant as a way to keep staff employed during the pandemic and provide families with comforting meals.

 

Menu theme: Rotisserie chicken

Locations: 1

Growth partners: N/A

Owner/developer: Starr Restaurants

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Stay'd
Maadaadizi Investments

Stay’d

Newly opened this spring, St. Paul, Minnesota–based Stay’d offers classic comfort dishes (think Shepherd’s Pie, Roast Salmon, and Meatloaf) with thoughtfully selected ingredients and packaging to ensure quality by the time it reaches the dinner table. 

 

Menu theme: Modern twists on classic home cooking

Locations: 1

Growth partners: Ghost and host kitchens

Owner/developer: Maadaadizi Investments

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Foodhaul
Smokeheads

Smokeheads BBQ

Smokeheads, which offers full-slab Memphis-style ribs along with smoked brisket and chicken and a selection of sides. The concept aims to grow regionally in suburban and second-tier markets across the Midwest.

 

Menu theme: Barbecue

Locations: 7

Growth partners: Host kitchens

Owner/developer: Foodhaul

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The Press Room
Dough Daddy's pizza

Dough Daddy’s

Chicago chef Noah Zamler uses his five-year-old sourdough starter for Detroit-style pizzas served exclusively through Grubhub. The high-quality pies include options like the Whatcha Ndujin topped with Nduja, lemon ricotta, blistered tomato, and basil pesto, and the A Perfect Pear, topped with butternut squash, pear, pancetta, and gouda.

 

Menu theme: Pizza

Locations: 1

Growth partners: Ghost kitchens

Owner/developer: The Press Room

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Pete's Place
Pete's Place Spicy Chicken Noodles

Pete’s Place

Claiming to be “kinda Korean” like its Korea-born, Italian-American chef Peter Serpico, Pete’s serves homemade, seasonal noodles, rice, and soups, with a slight bent toward Korean flavors. The concept has operated out of the chef’s Philadelphia restaurant Serpico to support the business during the pandemic.

 

Menu theme: Noodles

Locations: 1

Growth partners: N/A

Owner/developer: Starr Restaurants

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Melt Shop
Crispy Chicken Shop chicken sandwiches

Crispy Chicken Shop

The beauty to Melt Shop’s virtual-brand strategy is that they’re tied to that brand’s native digital experience, meaning guests on Melt Shop’s app or online platform have access to its virtual concepts in a one-stop-shop location. For those disinclined to grab a melted sandwich, they can head to Crispy Chicken Shop for chicken tenders and sandwiches.  

 

Menu theme: Crispy chicken

Locations: 3

Growth partners: Melt Shop brick-and-mortars, franchisees

Owner/developer: Melt Shop

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Starr Restaurants
Jackass Burritos Mission Carnitas

Jackass Burrito

Starr Restaurants are known for their sophistication, but Jackass Burrito is all about “letting loose” and “indulging in messy, enormous, gluttonous, comforting, unpretentious food,” according to the company. The brand is served out of Starr’s El Vez in New York and El Rey in Philadelphia.

 

Menu theme: Burritos

Locations: 2

Growth partners: N/A

Owner/developer: Starr Restaurants

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Melt Shop
Mac Shop

Mac Shop

New York–based sandwich chain Melt Shop first developed a virtual wings concept at the start of the pandemic, before branching into additional virtual brands that it plans to grow through Melt Shop units and possibly as standalones. Mac Shop offers a range of mac ’n’ cheeses, including Hot Honey Mac, Pimento Mac, and Cheeseburger & Fries Mac.

 

Menu theme: Mac ’n’ cheese

Locations: 3

Growth partners: Melt Shop brick-and-mortars, franchisees

Owner/developer: Melt Shop

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Rustika Pollo a la Brasa
Rustika Pollo

Rustika Pollo a la Brasa

Garces embraces his meatier side with Rustika, where chicken is cooked in the traditional Peruvian style, spending 72 hours being brined, marinated, dried, and roasted on a rotisserie. The menu is filled out with street-style chicken dishes and a variety of traditional Latin sides, like empanadas and charred corn.

 

Menu theme: Peruvian rotisserie

Locations: 1

Growth partners: N/A

Owner/developer:Chef Jose Garces

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Shakey’s Pizza
Mojos&

Mojos&

Shakey’s Pizza launched the chicken-centric Mojos& as a way to keep staff employed in the pandemic. With branding that celebrated all things Los Angeles, Mojos& has been so successful that Shakey’s is considering partnering with breweries and festivals and maybe launching a food truck.
 

Menu theme: Chicken

Locations: 8

Growth partners: Shakey’s brick-and-mortars

Owner/developer: Shakey’s Pizza

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Foodhaul
Pluck'd buffalo chicken wings

Pluck’d

Chicken-wing concepts may be a dime a dozen in the virtual marketplace, but Pluck’d offers a chef-crafted approach, as it was created in partnership with chef Dirk Flanigan. The wide range of flavors include everything from New York Buffalo to sweet Korean to blazing hot Carolina Reaper.

 

Menu theme: Chicken wings

Locations: 10

Growth partners: Host kitchens

Owner/developer: Foodhaul

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Foodhaul
Toscana pasta

Toscana by Fabio Viviani

Celebrity chef Fabio Viviani teamed with host-kitchen partner Foodhaul to create this concept centered around his family’s traditional Italian recipes. Based in Chicago, the goal is to expand throughout the Midwest.

 

Menu theme: Italian

Locations: 7

Growth partners: Host kitchens

Owner/developer: Foodhaul

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Modern Market Eatery
Honest Pizza food items

Honest Pizza

Upscale fast casual Modern Market launched Honest Pizza at the end of 2020, filling the need for high-quality, chef-inspired pizzas. This menu offers artisanal pizzas like the New Mexico with green chili, jalapeno, pulled pork, cilantro, cotija, and lime, and the When Pigs Fly with pepperoni, sausage, bacon, and Mike’s Hot Honey.

 

Menu theme: Pizza

Locations: 1

Growth partners: Modern Market brick-and-mortars

Owner/developer: Modern Market Eatery

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Brinker International
It's Just Wings food

It’s Just Wings

The name may sell it short. This concept developed by Chili’s parent Brinker International has become one of the virtual marketplace’s most impressive success stories, as the company reported that it was doing about $3 million in sales per week out of 1,000-plus Chili’s locations. Earlier this year, the company rolled out a takeout option as well.

 

Menu theme: Chicken wings

Locations: 1,000+

Growth partners: Chili’s brick-and-mortars

Owner/developer: Brinker International

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Nextbite
Wiz Khalifa eating a burger.

HotBox by Wiz

The hip-hop star Wiz Khalifa teamed with Nextbite on a concept serving his favorite dishes, with input from his fans. The menu includes everything from Blazed Ends (burnt brisket ends smothered in a barbecue sauce) to a Taylor Gang Turkey Burger and the Mac & Yellow (a bowl of extra-cheesy mac ’n’ cheese).

 

Menu theme: Munchies

Locations: N/A

Growth partners: Ghost kitchens, host kitchens

Owner/developer: Nextbite

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Virtual Dining Concepts
Mariah's Cookies

Mariah’s Cookies

Legendary singer Mariah Carey lends her likeness to this cookie concept with flavors like Chocolate Chunk, Heath Bar, Lemon Cooler, and Spice Oatmeal Raisin served in dozen or half-dozen boxes.

 

Menu theme: Cookies

Locations: N/A

Growth partners: Host kitchens

Owner/developer: Virtual Dining Concepts

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Fox Restaurant Concepts
Fly Bye Pizza

Fly Bye

Restaurateur Sam Fox jumped into the virtual-brand game late last year with this concept that dishes Detroit-style pan pizzas and crispy chicken. Fly Bye offers takeout and delivery out of Fox’s Phoenix restaurant Culinary Dropout.

 

Menu theme: Pizza and chicken

Locations: 1

Growth partners: N/A

Owner/developer: Fox Restaurant Concepts

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Applebee's
Cosmic Wings

Cosmic Wings

Sure, plenty of brands have chicken wings. But do they have Cheetos-flavored chicken wings? Because Applebee’s sure does, and it’s built a whole virtual brand around them. Cosmic Wings, served exclusively through Uber Eats, also serves wings in other flavors, as well as chicken tenders, waffle fries, and onion rings.

 

Menu theme: Chicken wings

Locations: 1,300+

Growth partners: Applebee’s brick-and-mortars

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Smokey Bones
The Wing Experience

The Wing Experience

Casual barbecue chain Smokey Bones initially rolled out this virtual spinoff to limited locations in 2019, then expanded to all units once COVID arrived. It offers jumbo wings in 50 flavors, along with crinkle-cut fries.

 

Menu theme: Chicken wings

Locations: 61

Growth partners: Ghost kitchens, Smokey Bones’ brick-and-mortars

Owner/developer: Smokey Bones

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Chuck E. Cheese
Pasqually's Pizza & Wings

Pasqually’s Pizza & Wings

Pasqually’s is Chuck E. Cheese’s pitch to millennial and Gen Z customers, offering a similar pizza product but with a thicker crust, extra sauce, and new blends of cheese and seasonings. Within its first few months in operation, the virtual brand represented about 10 percent of Chuck E. Cheese’s sales.

 

Menu theme: Pizza

Locations: 400+

Growth partners: Chuck E. Cheese brick-and-mortars

Owner/developer: Chuck E. Cheese

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Bloomin' Brands
Tender Shack

Tender Shack

Outback Steakhouse parent Bloomin’ Brands quickly revved up Tender Shack to a national presence, serving chicken tenders and sandwiches with six sauces, along with fries, desserts, and drinks.

 

Menu theme: Chicken

Locations: 725

Growth partners: Outback Steakhouse/Carrabba’s Italian Grill brick-and-mortars

Owner/developer: Bloomin’ Brands

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Bad Daddy's
Bad Mama's Chicken

Bad Mama’s Chicken

Full-service burger joint Bad Daddy’s hoped Bad Mama’s and its wings, tenders, sides, and milkshakes could support those locations forced to shutter dining rooms during the pandemic. It started in three locations at the end of 2020 and has already expanded to 15. 

 

Menu theme: Chicken

Locations: 15

Growth partners: Bad Daddy’s brick-and-mortars

Owner/developer: Bad Daddy’s

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Lazy Dog
Jolene’s Wings + Beer

Jolene’s Wings + Beer

This Lazy Dog spinoff offers wings in eight flavors, along with salads, “TV Dinners” with a variety of entrées paired with sides, and shareable sides like onion rings, coleslaw, sweet potato tots, and fries. And don’t forget to grab a craft beer 4-pack while you’re at it.

 

Menu theme: American

Locations: 39

Growth partners: Lazy Dog brick-and-mortars

Owner/developer: Lazy Dog

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The Commons
Philadelphia Wing Shop

The Commons

The owner of Philadelphia full-service staples Walnut Street Café, Sunset Social, and The Post spun up a central ordering hub for those concepts when COVID-19 hit. Then founder Branden McRill realized he could add virtual concepts and call it a food hall, which is exactly what he did with The Commons. Now it’s the perfect opportunity to test new concepts, with the plan to ultimately develop 10–12 concepts where some are permanent and some rotate in and out.

 

Owner/developer: Fine-Drawn Hospitality

Growth partners: N/A

Locations: 1

 

Virtual brands:

  • Ghost Chicken: Whole roast chicken is the star, but there are also entrées like steak frites and a bone-in pork chop, along with fine-dining-level sides, starters, and wines.
  • Philadelphia Wing Shop: Guests can order wings in one of 10 flavors, with five sauces to dip and sides like pickle chips, potato wedges, or an iceberg wedge.
  • Agea: This Mediterranean concept offers customizable bowls, pita wraps, and platters, along with a variety of sides and wine by the glass.
  • Maude & Mabel’s Fine Creamery: To satisfy the sweet tooth,Maude & Mabel’s dishes ice cream, sorbet, and sherbet by the pint.
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Milwaukee Bucks
Cream City Cluckery chicken tenders

Cream City Cluckery

Virtual restaurant brands are so popular, even NBA teams are opening them. That’s right, the Milwaukee Bucks are proud papas to this brand, which operates out of its arena. Alas, it’s not venison on the menu but grilled and fried chicken tenders, a chicken sandwich, beer-battered cod, mac ’n’ cheese, tots, biscuits, desserts, and beer.

 

Menu theme: Chicken

Locations: 1

Growth partners: N/A

Owner/developer: Milwaukee Bucks

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ClusterTruck
ClusterTruck's Lazy Breakfast Burrito

ClusterTruck

A sort of jack-of-all-trades in the virtual marketplace, ClusterTruck partners with commercial kitchens to set up a ghost-kitchen facility slinging everything from tacos to pizza to chicken sandwiches to Pad Thai. Last year the company partnered with Kroger to set up ghost kitchens in some of its grocery stores.

 

Menu theme: A little bit of everything

Locations: 7

Growth partners: Host kitchens

Owner/developer: ClusterTruck

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Sweetfin Poke
Plant Shop

Plant Shop

Los Angeles–based Sweetfin was one of the originators of the U.S. poke boom, and now the concept is innovating with this plant-based concept doing delivery and takeout from Sweetfin shops. The menu is 100 percent gluten-free and vegan, with options like the Brussels Sprouts and Chickpea Chopped Salad and the Chile Ginger Noodle Bowl.

 

Menu theme: Plant-based

Locations: 9

Growth partners: Sweetfin brick-and-mortars

Owner/developer: Sweetfin Poke

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Denny's
The Meltdown

The Meltdown

Scheduled to launch in more than half of Denny’s domestic locations, The Meltdown features handcrafted melt sandwiches with a range of premium toppings, like the Hot Mess with slow-roasted beef, caramelized onion, and white cheddar, and the Eatin’ Good with mushrooms, eggs, lettuce, tomato, and a creamy herb spread.

 

Menu theme: Sandwiches

Locations: 800+

Growth partners: Denny’s brick-and-mortars

Owner/developer: Denny’s

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BJ's Restaurants
Slo Roast logo

Slo Roast

BJ’s dishes out classic American fare like prime rib, herb-roasted chicken, and baby-back ribs via this virtual concept which rolled out earlier this year. The menu also includes starters, snacks, salads, treats, a wide variety of sides, and even beer and wine by the bottle.

 

Menu theme: American

Locations: 13

Growth partners: BJ’s brick-and-mortars

Owner/developer: BJ’s Restaurants