Applebee’s sells hundreds of thousands of dollars a week for new chicken wings made in chain kitchens. However, cheetos-coated chicken is not sold in real restaurants or directly under its name.
New dishes prepared by Applebee cooks will only be available online through UberEats under the brand Cosmic Wings nationwide. Developed by PepsiCo’s Frito-Lay division, the wings are aimed at young consumers seeking a cool late-night meal, casual dining chain executives said.
So-called virtual brands have grown exponentially in food delivery apps during the Covid-19 pandemic. Uber Technologies Inc.’s Eats division said it has more than 10,000 brands on its US platform, up from more than 3,000 in early 2019, most of which are run by existing restaurants. DoorDash Inc. said it has added many online-only brands over the past year. Casual dining chains use them to attract new customers who are less interested in vintage parent brands.
“To make an impression, it must be original and fresh,” said John Peyton, CEO of Applebee’s parent company Dine Equity Global Inc. In his own name, he said.
A local sandwich store, a major chain store, and a Michelin-starred chef created an online-only brand from the kitchen, and the health crisis restricted the dining room for a year, delivering using existing staff, equipment, and food. Expanding options. Virtual brands also offer a low-cost way for restaurants to increase sales without building new space.
Those cosmic wings you delivered? They are really from Applebee’s.
Source link Those cosmic wings you delivered? They are really from Applebee’s.