Ghost kitchens, which thrived during the pandemic, are now disappearing as delivery platforms like Uber Eats declutter their apps. However, a new version of ghost kitchens is emerging that focuses on leveraging existing resources and strong branding. TenderFix, a delivery-only virtual chain, exemplifies this approach with its celebrity partnership with actor Noah Schnapp and its association with MorningStar Farms’ plant-based chicken alternatives. The success of MrBeast Burger, a delivery-only brand launched by a popular YouTuber, further demonstrates the power of recognizable branding in the virtual restaurant space. These developments indicate that specific brand recognition is more effective than generic virtual eateries.
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