Genghis Grill has rolled out a virtual brand, Stir Fry Chef, to 36 locations in under 8 weeks.
Virtual Brands Heat Up
According to 2021 State of Digital for Restaurants, 50% of enterprise brands will launch some form of ghost, host or cloud kitchen concept in 2021, a market which is expected to reach $1 trillion by 2030.
Genghis Grill is among the restaurants looking to boost incremental revenue, expanding brand reach and attracting new customers by adding virtual brands. Dickey’s Barbecue Pit, HOA Brands, Muscle Maker Grill, Fazoli's, Brinker International, Nathan's Famous, Chuck E. Cheese and Dog Haus have launched virtual brands in recent months, as demand for off-premises dining soared. One of the most advantageous is Concept Entertainment Group's online food hall concept, which received HT’s Industry Hero Award.