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9 virtual brands operating out of Madison kitchens The current takeout-centric dining culture is inspiring many restaurants to launch new ventures under different names. April 27, 2021 8:42 AM Sam Jones Taco Royale Businesses have many reasons for rebranding or expanding, but the current takeout-centric dining culture is inspiring many restaurants to do both by launching new ventures under different names. A “virtual brand” or “ghost kitchen” can be defined as a largely online- and takeout-only operation that cooks up specialties from a commercial kitchen or existing restaurant. These dining ventures not only allow for culinary creativity beyond the limits of the regular menu, they also help boost business during the pandemic while catering to those seeking delivery or curbside options. But if eating locally is a priority, be aware that national chains use this tactic on food delivery apps. We’ve identified some locally owned ....