The Pros and Cons of Operating a Ghost Kitchen Restaurant | Eater

"A YouTuber-fronted, online-only fast-food burger brand that launched as a network of virtual locations and rapidly scaled nationwide — debuting with several hundred virtual restaurants across dozens of states, growing to nearly a thousand and aiming to expand further. Roughly one-fifth of locations operate inside established chain restaurants owned by the franchisor, while the rest run out of other chains or independent kitchens, making it the breakout success among celebrity virtual concepts." - Terrence Doyle