Here’s how Reverse Ghost Kitchen found this success

While virtual restaurants have grown from a hype-worthy trend to common denominators in the era of the pandemic, not much of a virtual concept graduates to a brick-and-mortar store. Nashville-based A. Marshall Hospitality has opened three virtual restaurants during the pandemic including a burger shop Dandy’s Burger. In January, the restaurant group turned Burger Dandy into a casual dining restaurant that you can visit in real life, and not just through a delivery app based on customer demand, they now serve 70% take-out and 30% take-out.

“I see a lot of ghost kitchens, especially those that celebrities have jumped into,” said Lyle Richardson, COO of A Marshall Hospitality. “You know, I see all the celebrities jumping on it. But I don’t see a lot of success stories about turning a ghost kitchen into a brick-and-mortar restaurant. So we gave it a shot. We took 700 square feet from our current restaurant, Americana Tap House, and designed something special” .

The Dandy burger was one of three Ghost Kitchen concepts. – The single concept began selling A. Marshall Hospitality’s brick-and-mortar restaurants.

“As we progressed, we noticed that more and more of our guests were hanging out in front of the dining space and getting to know the staff there, so we started having someone available to talk to when you pick up your food to get it done,” Richardson said.[…] At some point, we noticed that our burger dandy’s sales per square foot were exceeding the potential sales per square foot we had at our current locations.”

In many ways, Richardson said, discovering how to turn a Dandy burger into a place where people can sit down and have a meal, it was easier to discover the default concept than to create the default concept. The team went for an “Elvis goes out for burgers in Vegas” look with a tropical theme and color scheme for their 1957 Chevy Bel Air (buttery green with red accents).

Richardson and his team kept the menu simple: retro burgers and shakes with Southern flair, including menu items like dog slaw instead of regular hot dogs, Kool-Aid pickles, and Coca-Cola-marinated onions. The menu also includes a milkshake and a fried chicken salad.

“Our marketing team was excited to get our hands on it [the space] And he took Dandy’s burger to the next level.” “I think that’s also part of the success of the concept, because it had a physical identity to begin with and it didn’t have an anonymous online presence.”

Going forward, Richardson said the company might take on a food court concept that would be brick-and-mortar and have a virtual item outside the building, with a Dandy burger and some hypothetical pandemic-era concepts like National Noodles and Fresh 96.

Contact Joanna at [email protected]

Find her on Twitter: Tweet embed

Leave a Reply

%d bloggers like this: