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

Nathan’s Famous bends the rules of virtual brands


Photo illustration courtesy of Nico Heins

Welcome to RB’s weekly roundup of the latest in restaurant technology. To get this and other tech news sent right to your inbox every Wednesday, click here.

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…

Click here for full article…www.restaurantbusinessonline.com