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Guy Fieri, the spiky-haired celebrity chef of the Food Network, is quickly rolling out a new chain of delivery-only restaurants that embrace the concept of “ghost cooking” instead of a static brick and mortar establishment.
Fieri’s Flavortown kitchens are operated from existing brick and mortar kitchens. The new chain has multiple outlets in 24 states, with most sites launching in late January or early February.
Flavortown is partnered with Robert Earl, the founder of Planet Hollywood, at a company called Virtual Dining Concepts (VDC), a company that negotiates virtual kitchens to help existing restaurants earn extra income through celebrity branding concepts.
The Flavortown locations have 18 outlets in California, all connected to Buca di Beppo, Bertucci’s, Brio and other concepts associated with Earl’s business.
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California Flavortowns are in Brea, Campbell, Claremont, Carlsbad, Encino, Garden Grove, Huntington Beach, Los Angeles, Palo Alto, Pasadena, Rancho Cucamonga, Redondo Beach, Roseville, Universal City, Santa Clarita, Thousand Oaks and two in San Diego.
The menu offers take-out donkey sauce and only offers 19 dishes. Fieri’s Flavortown has such dishes as Brown Sugar Bourbon BBQ Wings for $ 13.99, Jalapeno Pork Pigs for $ 12.99, “Chicken Guy!” classic for $ 11.99 and bacon Mac ‘n’ Cheese Burger for $ 12.99.
Fieri is best known for its Food Network shows Dinners, drive-in and dives and Guy’s grocery games. He has built an empire that includes his name on 14 other brands around the world.
Food can be ordered on the Flavortown Kitchen website or through most delivery services including DoorDash, UberEats, Postmates, and Grubhub.
Spurred on by the closure of indoor restaurants and limited outdoor options due to the pandemic, ghost kitchens – sometimes referred to as virtual brands or delivery-only concepts are on the rise.
Market research firm Euromonitor estimates that it could be a trillion dollar business by 2030.
The ghost kitchen concept has already spawned several companies, including CloudKitchens, started by former Uber founder and CEO Travis Kalanick.
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