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 e...