VIRTUAL BRANDING at RESTAURANTS ....a great way to pump up revenue
Almost half of independent restaurants offer a VIRTUAL or online only brand. Virtual brands are restaurants that exist only on third-party delivery apps.
These restaurants use the current restaurant kitchen to produce orders from a menu that was designed for delivery only customers. Menus consist of pizza, chicken wings and burgers which are popular, profitable and travel well. Most of these restaurants POST pandemic are making these delivery only options a permanent part of the business plan.
Some feel that the VIRTUAL BRAND arena has become too crowded as many brands offer similar food items, and advertising these brands is more difficult without actual restaurants for guests to become familiar with. The delivery hype is expected to weaken some in 2022 as guests begin to return to "in person dining" in larger numbers.
Restaurants using virtual brands include;
Outback Steakhouse (Blooming Brands) as Tender Shack
Maggiano’s as Maggiano’s Italian Classics
Chile's as Just Wings
Applebee's as Cosmic Wings
Chuck E Cheese's as Pasqually’s Pizza and Wings
Hooters as Hootie’s Burger Bar, Hootie’s Bait and Tackle and Hootie’s Chicken Tenders
Denny's as Melt Down and Burger Den
BJ's Restaurants as Slo Roast
Jack in The Box as One in a Milli.