The move toward delivery-only restaurant concepts with no brick-and-mortar presence continues to grow, accelerated by the pandemic.
But they’re certainly not alone.
Muscle Maker Grill, a brand that’s been expanding into the virtual brand space with gusto throughout the pandemic, introduced yet another virtual brand this month. The company also announced three upcoming virtual brands yet to be revealed.
Mr. Beast Burger, a new virtual brand from Virtual Dining Concepts and Eric Greenspan built with YouTube personality Jimmy “MrBeast” Donaldson, debuted with over 300 locations and crashed the ordering app during its launch. This was the largest debut for a Virtual Dining Concepts brand, which has a strategy of working with celebrities to create franchise brands.
And the multiconcept TAO Hospitality Group got into the game with its classic Italian fare at Luchini, cooked in the group’s LAVO kitchen in New York City.
There are dozens of indies entering the virtual market as well including Iron Chef Jose Garces who launched two new virtual brands in Philadelphia; a new ghost bar concept in New York City; a reincarnation of a popular restaurant that closed as a pop-u; and a fresh crab concept selling shellfish by the pound and more.
See the newest virtual brands here.