We’re learning a lot and I think it will be a future incremental,” Peyton said. “This will be material, the work we’ve been doing with ghost and virtual kitchens. Though the company is in early stages here, Peyton intends on pressing the gas. Cosmic Wings started on Uber Eats and is expanding to DoorDash and Grubhub GRUB throughout the next month, which will give the delivery-only brand national coverage. “It also helps feed the development of brick and mortar and allows us to demonstrate to franchisees a great case for potentially building a restaurant.”ĭine Brands has also dipped its toes into the virtual restaurant space, launching the Cosmic Wings concept in February out of nearly 1,300 existing Applebee’s locations nationwide. It fills in gaps where we don’t have a brick-and-mortar presence,” Peyton said. What I love about them is it enables us to be present in a market in a low-capital way. “We don’t have a gigantic footprint, but we have the ability to test and learn. The chain also has ghost kitchens up and running in Dubai, Kuwait and Saudi Arabia. Applebee’s ghost kitchens, which exist solely to fulfill delivery orders and do not have a dine-in presence, have opened in Los Angeles and Philadelphia, with a third opening soon in Miami. The company is also experimenting with both ghost kitchens and virtual brands. The location allows customers to order and pay ahead or pay in person at the window. An Applebee’s franchisee is testing a drive-thru pickup window in Texas, for example. IHOP’s off-premise sales are more than 33%, with delivery at 16.4% and takeout at 16.9%.ĭine Brands has “leaned into” off-premise channels in several ways. Applebee’s off-premise sales are nearly 37% of the sales mix, with delivery accounting for 14.7% and takeout accounting for 22%. Consider the company’s off-premise numbers, indicating that both Applebee’s and IHOP are now a balanced dine-in and off-premise business. The company’s momentum is about more than pent-up demand and vaccinations, however. At the same time, we’ve been in our homes for 13 months and we want to go out and hug our friends and family and meet with them in a social way. “The macro economic indicators are all tailwinds for us. Americans returned to restaurants in big numbers and we benefited from that,” he said during a phone interview Wednesday evening. “I don’t want to beat my new favorite theme to death, but the restaurant renaissance is here and we’re seeing it because of the success we’ve had with the vaccination, the stimulus and dining restrictions eased.
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