Culinology - September 2020 - 35

menu innovation
Restaurant experts share how virtual restaurants
concepts can expand your reach

unprecedented chances to experiment, test
and refine. Launch a new concept exclusively
in a delivery app. Run multiple concepts from
a single location. Meet demand for constant
variety. Ghost kitchens and today's digitalfirst world make all of this more accessible
and manageable.
"The chefs are constantly getting feedback
as part of the delivery app, allowing them to
pivot or tweak. If something doesn't work,
move on to try something else without much
financial loss."
The feedback helped businesses
streamline their menus during the delivery
and take-out only restrictions when digital
orders skyrocketed in many densely
populated cities. Ghost kitchen operators
found themselves uniquely positioned
to already be following health and safety
guidelines, as they have small staffs, make
food to order and package foods in individual
containers.    
"During a time of uncertainty in the
restaurant space, ghost kitchens provide
effective solutions for both restaurant owners
and customers," said Andy Wiederhorn, chief
executive officer, FAT Brands Inc., Beverly
Hills, Calif.
FAT Brands opened its first ghost kitchen in
Chicago in late April. Four of the company's

brick-and-mortar brands - Fatburger,
Buffalo's Express, Hurricane Grill & Wings
and Yalla Mediterranean - currently operate
out of the space owned and managed
by Epic Kitchens, Chicago. This allows
customers to simultaneously order menu
items from multiple menus.
The Chicago partnership is part of a
larger development agreement between FAT
Brands and Epic Kitchens. The deal is set to
include 20 ghost kitchen locations throughout
Chicago, Boston, Philadelphia, and New York
over the next two years. 
Los Angeles-based 800° moved
into the same Chicago space.
Founded in 2011 by Chef
Anthony Carron, the
philosophy of 800° starts
with scratch dough, fresh
produce and artisanquality meats and
cheeses sourced from
top purveyors, then
fire-roasted to impart a
unique, subtle, smoky
taste. The chef-driven
menu includes Mr. Carron's
signature appetizers, bowls,
pizzas, salads and sandwiches
and allows for seasonal innovation.

Photo credit: Wingstop, Inc.

SEPTEMBER 2020 | Culinology |

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Culinology - September 2020

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