Home Tech Nathan’s Famous bends the rules of virtual brands

Nathan’s Famous bends the rules of virtual brands

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Photo illustration courtesy of Nico Heins

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Of all the restaurant companies to get in on the virtual brand craze, Nathan’s Famous has been one of the most adventurous.

After turning itself into a virtual brand and expanding to more than 100 locations, the hot dog chain created a separate virtual concept (Wings of New York) and dusted off a classic brand—Arthur Treacher’s—as a delivery-only entity. 

Now, it is iterating once again by using the Treacher’s menu as a vehicle for items from a completely separate restaurant.

Nathan’s said last week that Treacher’s menu will feature two entrees from a tiny Louisiana chain called Off the Hook. The three-unit concept serves Cajun fare like gumbo and po’boys, and will now have a chance to grow its brand nationwide with an assist from…

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