By Gary Symons
TLL Editor in Chief
IHOP is about a lot more than just pancakes these days, as the chain has expanded its collaboration with Virtual Dining Concepts.
Virtual Dining Concepts (VDC) is the creator of virtual restaurant brands that expand the revenue of independent kitchens. The concept is sometimes know colloquially as ‘ghost kitchens’, but essentially involves increasing revenue for existing restaurants by adding items under another brand for takeout orders.
VDC is a specialist in creating a delivery-only infrastructure, and offers an exclusive online platform with a third-party delivery interface. The company also offers a marketing strategy services guide to help existing restaurant operators from set-up to inception.
The VDC concept is also very dependent on licensing, often offering items under a celebrity or company brand. In the case of its partnership with IHOP, the two companies will be working together to provide takeout food from three of VDC’s licensed brands.
The collaboration introduces two new brands, NASCAR Refuel Tenders & Burgers, developed in collaboration with the popular American auto racing company NASCAR, and MLB Ballpark Bites Presented by Mastercard, created in partnership with Major League Baseball (MLB).
The current deal also expands on the established virtual brand, Pardon My Cheesesteak, one of VDC’s most successful brands to date.
Each virtual brand offers its own lineup of freshly made menu items, from tasty Buffalo Chicken Cheesesteaks and loaded fries, to modern takes on concession stand favorites found at NASCAR and MLB events.
Under this agreement, these virtual dining brands are now available for delivery from various IHOP locations across the country, with plans for additional locations through the remainder of 2024.
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“We are thrilled to join forces with IHOP, as this presents an incredible opportunity to expand VDC’s presence and serve our brands to new guests across the country,” said VDC co-founder Robbie Earl. “This embodies our commitment to delivering exceptional food and experiences across the country with top restaurant chains.”
Virtual kitchens have created new revenue for literally thousands of restaurants in North America, with the trend getting a tremendous boost during the COVID-19 pandemic.
VDC and IHOP say they have successfully secured placement of the three brands in more than 1,000 IHOP restaurants nationwide.
As of Q1 2024, Pardon My Cheesesteak is being served at over 900 IHOP locations, while NASCAR Refuel Tender & Burgers are currently served in over 400 locations, with an additional 130 locations slated for the near future. Looking ahead, VDC and IHOP say they are committed to further innovation.
“Our off-premise channels continue to deliver incremental sales and profits to our franchisees and the IHOP brand. Our work with VDC and the three brands we’re implementing will be a growth driver for our restaurants, specifically as we look at non-peak hours during lunch, dinner and late night,” said IHOP president Jay Johns. “These new brands are relevant for today’s consumer and perfect for our existing equipment and capabilities in our restaurants nationwide.”
Pardon My Cheesesteak, NASCAR Refuel Tenders & Burgers and MLB Ballpark Bites Presented by Mastercard are now available for delivery in select cities nationwide, with additional locations slated for the near future.
Fans and guests can place their orders online at joinvdc.com/brands.
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