Ghost Kitchens Are the Wave of the Future. Is That Good for Restaurants? | Eater

"A small chain operating multiple restaurants across several states that rapidly launched virtual brands during COVID-19 to capture delivery demand. Leadership used internal sales data to spot high-margin opportunities (notably chicken), pivoting toward family-sized and dinner-oriented items to increase check averages and optimize kitchen schedules. The company rolled out two virtual concepts quickly (a wing-focused brand and a cheesesteak brand), illustrating both the speed possible with data-driven strategy and the fragility of virtual concepts—one of the short-lived brands closed in under two months—underscoring that strong execution is still required to sustain online-only offerings." - Kristen Hawley