Dickey's Barbecue Pit Launches Ghost Kitchen
Dickey’s Barbecue Pit recently joined the growing number of restaurants to venture into the ghost kitchen business with the launch of a virtual chicken wing brand, and the Dallas-based chain of around 460 units is using its expertise to offer delivery-only smoked wings from more than 40 of its restaurants, with 20 more added this month.
The new brand, Wing Boss, is offering hickory-smoked bone-in and boneless wings that are smoked over hickory wood. It’s also offering more traditional breaded and fried tenders, plus sides including coleslaw, mac & cheese, celery and carrot sticks, and fries with a choice of Cajun or Dickey’s signature seasoning or spicy cheese sauce.
“Wing Boss not only makes our pit-smoked wings and tenders more accessible, it’s also an innovative business model built to cater to today’s times,” CEO Laura Rea Dickey said in a release announcing the virtual brand. The company reported a 1% revenue increase in the units offering the virtual service. Dickey also elaborated further to point out the importance of capitalizing on today’s convenience-minded consumers and the incredible opportunity it presents for businesses.
Other virtual wing concepts include Cosmic Wings, which operates out of Applebee’s Neighborhood Grill & Bar, It’s Just Wings by Chili’s Grill & Bar parent Brinker International, The Wing Dept by Red Robin Gourmet Burgers & Brews, The Wing Experience by Smokey Bones and Jolene’s Wing’s & Beer by Lazy Dog Restaurant & Bar.
Chicken wings have been an astounding success during the pandemic as an increasing number of customers have ordered them for delivery, and Dickey’s is just the latest of many chains to launch virtual concepts that are focused on that particular item while taking advantage of their existing brick-and-mortar facilities and the know-how of their staff.
This growing market segment is expected to become a vital component in modern-day restaurants, as well as experts foreseeing the delivery sector to be around 15-20% of a restaurant’s total revenue as we adopt a new standard of normality and convenience for the dining industry. Is your restaurant ready to take the next step?
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