Virtual Brands News Today

The diner chain has been deepening its virtual brand investments over the past few years, expanding its Banda Burrito test ninefold in November.

From Big Hot Dog Energy to Pimp My Pasta, there’s a growing wave of restaurants in the U.S. that are luring patrons with clickbait names and glossy imagery.

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Chain leaders share lessons learned

To boost sales, IHOP is launching a third delivery-only brand. The new concept is called TenderFix by Noah Schnapp, a Netflix star.

These nontraditional ghost kitchens are looking to expand and raise funds in a hot sector that's expected to be a $1 trillion opportunity by 2030.

"I've always liked the idea of people saying: 'Oh, Tinie, your raps are delicious,'" rapper Tinie Tempah told Insider.

Delivery-only brands — cooked in another brand's kitchen and often delivered by third parties like Uber Eats — were proliferating even before the pandemic. Big restaurant chains are now joining the fray, hoping to win new customers as traffic in their dining rooms dwindles. On Wednesday, Applebee’s is launching Cosmic Wings, a delivery-only brand that specializes in chicken wings and Cheetos-flavored dipping sauce.