Three years ago, no one would have been able to tell you what a virtual foodservice brand was or what it was for. Today, many people still do not know. And yet, virtual brands continue to pop up all over the industry — so much so that they can be considered their own market segment.

This biscuit chain saw its store count drop by more than a third, but a rebrand and focus on its core menu items has it back in growth mode.

Among national and regional restaurant chains today, those not making plays in the virtual brand and ghost kitchen arenas are quickly becoming exceptions. But small, independent operators and entrepreneurs continue to find a home in ghost kitchens too, shifting their focus from that most fundamental barometer of success — butts in seats — to clicks on apps. Here’s how 2 Korean Girls is tapping in and what they’ve learned by crossing over into the virtual sphere.

Since jumping into ghost kitchens in 2019 via Kitchen United, and later CloudKitchens, Pasadena, Calif.-based Dog Haus has grown its digital-kitchen footprint to nine locations across three states.

Shaking up a segment grounded more on convenience than culinary appeal, ghost kitchen and virtual brand juggernaut C3 (Creating Culinary Communities) has partnered with globally renowned chefs to create a portfolio of new digital restaurant brands.

As restaurants continue their mission to bring customers back, more creative and aggressive marketing campaigns continue to emerge. 

Modern Market Eatery has grown from a 2009 startup in Boulder, Colo., to a 29-store chain that now franchises.