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05/21/2021

Virtual Brand Opens Brick-and-Mortar Location

Nathan's Famous virtual brand Wings of New York opens its first storefront in Yankee Stadium.
Anna Wolfe
Senior Editor - Restaurants
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a bunch of food on a plate

Wings of New York, the virtual restaurant concept created by Nathan’s Famous, opens its first physical restaurant, located inside the famed Yankee Stadium. The Wings of New York location will offer a limited version of the menu, including Harlem-style Chicken and Waffles, as well as Nathan’s Famous extra long hot dog.

Brands including Franklin Junction, Fazoli'sBrinker International, Dog Haus and Chuck E. Cheese have launched virtual wing brands in recent months, and comes as Americans are eating more comfort food during the pandemicCelebrities, including Mario Lopez and award-winning recording artist Mariah Carey, have been lending their names to virtual brands as well. Nathan’s Famous launched its chicken wings and waffles virtual concept in November.

"We are very excited to bring Wings of New York to Yankees fans, giving them more options at the ballpark including wings, hand-dipped chicken tenders and Harlem-style malted waffles,” states James Walker, Senior Vice President, Restaurants. “We’ve been pleased with the launch of Wings of New York in the tri-state area and we believe this will be exactly what New Yorkers and tourists alike are looking for while they enjoy a game at this incredible stadium.”

The Wings of New York location will offer customers a variety of menu options including wings and tenders a la carte, wings and French fry combos and Harlem-style chicken and waffles. The brand will offer over four different wing sauces including Classic Buffalo, Barbecue, Sweet Chili and Garlic. The fries can be served alongside wings or loaded with cheese, while the waffles, which can also be served a la carte, will be topped with real maple syrup and butter.