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9 virtual brands operating out of Madison kitchens The current takeout-centric dining culture is inspiring many restaurants to launch new ventures under different names. April 27, 2021 8:42 AM Sam Jones Taco Royale Businesses have many reasons for rebranding or expanding, but the current takeout-centric dining culture is inspiring many restaurants to do both by launching new ventures under different names. A “virtual brand” or “ghost kitchen” can be defined as a largely online- and takeout-only operation that cooks up specialties from a commercial kitchen or existing restaurant. These dining ventures not only allow for culinary creativity beyond the limits of the regular menu, they also help boost business during the pandemic while catering to those seeking delivery or curbside options. But if eating locally is a priority, be aware that national chains use this tactic on food delivery apps. We’ve identified some locally owned virtual brands to consider when scrolling for your next meal.
Jeb Wallace-Brodeur Waitstaff on Wheels workers outside Stoke Ramen, from left: Mimi Bain, Jenna Rossbach, Doug Barnes, Jennifer Mozdzier and Bella Singleton A group of furloughed restaurant industry employees in the Mad River Valley is giving a whole new meaning to the greeting "We'll be your servers this evening." Rather than carrying plates to tables, they're driving insulated bags all the way to customers' homes for Waitstaff on Wheels. When the restaurant where Jenna Rossbach had been working returned to indoor dining in the fall, she decided not to stay on there. "It just wasn't feeling great," she explained. "So I had this idea about doing delivery service. Looking around, it seemed like Mimi [Bain] and Colby [Miller] at Stoke Ramen were the only people doing delivery in the Valley."