James O’Reilly sees more opportunity in the increasingly crowded space of delivery-only dining
Smokey Bones is strengthening the individual identities of its two virtual brands as the barbecue chain considers further expansion into the delivery-only space, CEO James O’Reilly said in a recent interview with Nation’s Restaurant News.
The Adventura, Fla.-based chain had begun experimenting with the virtual brand model back in 2019, long before it became a popular pandemic pivot for restaurant chains to launch new brands that are available for delivery only as an additional revenue stream.
Initially it was wings and burgers, though wings proved to be a popular option and the company invested in building separate properties for what is now The Wing Experience, known for its 50 flavors of jumbo smoked chicken wings.
Smokey Bones CEO on building a brand identity for a virtual concept
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