‘Ghost kitchens’ feed into post-Covid eatertainment trend

Dave Portnoy, founder of the pop culture site Barstool Sports, has a talent for shape shifting.

Barstool Bites, which will debut in October, plans to offer sandwiches, super spicy chicken wings, dips and buckets of flavoured popcorn to the same hard-core sports buffs who gobble up Barstool’s always irreverent, sometimes sophomoric commentary. There’s more in store, including physical restaurants and Barstool food trucks, which are promoting the brand.

Barstool Bites will follow the ghost kitchen playbook, shunning expensive physical locations for what may ultimately be hundreds of local restaurants that prepare Barstool’s food, then deliver it via third-party apps like DoorDash and GrubHub. The virtual dining brand is the latest entry into an already crowded field that has everyone from restaurant chains like Applebee’s, Chuck E Cheese, and Nathan’s to former Uber Technologies CEO Travis Kalanick chasing the delivery-only business.

Sterling Douglass, CEO of restaurant technology supplier Chowly, estimates that there are nearly 100,000 virtual restaurants already in the US. Euromonitor International figures sales from ghost kitchens could reach $1-trillion globally by 2030. Earl’s year-old, Orlando, Florida-based company, Virtual Dining Concepts, channels his eatertainment roots, with kitchen concepts often built around celebrities who can generate free publicity or have a vibrant social media following. He has launched brands with singer Mariah Carey , character Pauly DelVecchio Jr. . The deals are a 50/50 partnership with the celebrities he works with, under which they share the profits.

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