How Nathan's Built a Virtual Restaurant Empire
In August 2019, the New York Times published a story called, “The Rise of the Virtual Restaurant.” The implication—food delivery apps had reshaped the way guests saw food and restaurants. Were dining rooms still needed? The answer was, it depended. In of itself, the fact that was now debatable suggested a major disruptor was upon us. Yet the timeline was murky. As was the landscape and players in it. Did guests care where food came from? What was the end-to-end experience like? Who shouldered costs?