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The Great Wings Rush
By Josh Dzieza | June 1, 2021, 10:00am EDT
Photo illustrations by Alex Castro, Amelia Holowaty Krales, Grayson Blackmon
It was March 2020, and restaurants across the country were shutting down, setting up takeout windows, or doing whatever they could to absorb the shock of COVID. But it was Chuck E. Cheese, of all places, that had the foresight and steely clarity to see not just what the new era required, but what it permitted. With much of America suddenly interacting with restaurants through delivery apps, the food industry had been transformed into e-commerce, and the arcade better known for its ball pits than its food was free to invent a new identity: “Pasqually’s Pizza & Wings.”
MrBeast Burger debuted late last year, launching 300 restaurants nationwide. The virtual brand added numerous locations since then. Tyga Bites launched in July 2020.
A reliance on delivery, fueled in part by the ongoing pandemic, has led to the rise of these delivery-only ghost kitchens, as well as virtual brands, or restaurants listed on delivery apps which are owned and operated by existing restaurant chains.
Some of them are local ventures. Uncle Joe s Chicken Shack, a DoorDash-exclusive restaurant, is operated by the owners of Joe Cristiano s Pizza.
Others are simply rebranded menus. Last year, Chuck E. Cheese gained some notoriety for operating under the name Pasqually s Pizza & Wings on apps like Grubhub and Seamless.