{"id":31838,"date":"2022-04-18T12:56:58","date_gmt":"2022-04-18T16:56:58","guid":{"rendered":"https:\/\/ok-cleek.com\/blogs\/?p=31838"},"modified":"2022-04-18T12:56:58","modified_gmt":"2022-04-18T16:56:58","slug":"virtual-diners","status":"publish","type":"post","link":"https:\/\/ok-cleek.com\/blogs\/?p=31838","title":{"rendered":"Virtual Diners"},"content":{"rendered":"

Casey Lewis<\/a> was scrolling through Seamless looking for a bacon, egg, and cheese sandwich when it occurred to her: \u201cWhat are all of these random ass breakfast offerings?\u201d Lewis has lived in Williamsburg for years and describes herself as a regular user of Seamless, but on April 6 she noticed a slew of new businesses listed on the delivery app: All Day Breakfast, the Best Breakfast Company, Anytime Breakfast Sandwiches, and others. \u201cThe names were so generic,\u201d she says. \u201cSomething seemed off.\u201d<\/p>\n

It turns out all three of the businesses \u2014 and more than a dozen others \u2014 are tied to the same address in Williamsburg, which belongs to the neighborhood\u2019s decades-old 24-hour diner Kellogg\u2019s.<\/p>\n

At first glance, the businesses tied to Kellogg\u2019s might resemble ghost kitchens, but they\u2019re actually part of a newer class of online restaurants called \u201cvirtual brands,\u201d according to Scott Landers, co-founder of delivery consultancy Figure 8, whose clients have included restaurant chains like &Pizza and Mexicue.<\/p>\n

While ghost kitchens operate out of separate commercial spaces that don\u2019t have a physical dining room, virtual brands operate out of brick-and-mortar restaurants that already exist. Companies come up with the brands \u2014 which usually consist of just a logo, a name, and a short menu \u2014 then license them out to restaurants and bars, who execute the recipes and package them for takeout and delivery.<\/p><\/blockquote>\n","protected":false},"excerpt":{"rendered":"

Casey Lewis was scrolling through Seamless looking for a bacon, egg, and cheese sandwich when it occurred to her: \u201cWhat are all of these random ass breakfast offerings?\u201d Lewis has lived in Williamsburg for years and describes herself as a regular user of Seamless, but on April 6 she noticed a slew of new businesses […]<\/p>\n","protected":false},"author":2,"featured_media":0,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[1],"tags":[],"class_list":["post-31838","post","type-post","status-publish","format-standard","hentry","category-uncategorized"],"_links":{"self":[{"href":"https:\/\/ok-cleek.com\/blogs\/index.php?rest_route=\/wp\/v2\/posts\/31838","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/ok-cleek.com\/blogs\/index.php?rest_route=\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/ok-cleek.com\/blogs\/index.php?rest_route=\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/ok-cleek.com\/blogs\/index.php?rest_route=\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/ok-cleek.com\/blogs\/index.php?rest_route=%2Fwp%2Fv2%2Fcomments&post=31838"}],"version-history":[{"count":1,"href":"https:\/\/ok-cleek.com\/blogs\/index.php?rest_route=\/wp\/v2\/posts\/31838\/revisions"}],"predecessor-version":[{"id":31839,"href":"https:\/\/ok-cleek.com\/blogs\/index.php?rest_route=\/wp\/v2\/posts\/31838\/revisions\/31839"}],"wp:attachment":[{"href":"https:\/\/ok-cleek.com\/blogs\/index.php?rest_route=%2Fwp%2Fv2%2Fmedia&parent=31838"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/ok-cleek.com\/blogs\/index.php?rest_route=%2Fwp%2Fv2%2Fcategories&post=31838"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/ok-cleek.com\/blogs\/index.php?rest_route=%2Fwp%2Fv2%2Ftags&post=31838"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}