• by Teresa Buyikian , April 25, 2024

With ghost kitchens all the rage, it’s not surprising that some existing brick and mortar restaurant chains want to get in on the action.

This week it was announced that IHOP has partnered with Virtual Dining Concepts (VDC), a creator of virtual restaurant brands, to “expand existing restaurant revenue.”

Under the collaboration, IHOP will be a home to three of VDC’s brands: the new NASCAR Refuel Tenders & Burgers, developed in collaboration with NASCAR; the new MLB Ballpark Bites presented by Mastercard, created in partnership with Major League Baseball; and the popular virtual brand Pardon My Cheesesteak.

IHOP’s partnership adds over 1700 new digital storefronts across the U.S. for VDC brands. VDC offers existing restaurants a new “delivery-only infrastructure, exclusive online platform (with third-party delivery interface), and marketing strategy services to guide existing restaurant operators from set-up to inception,” per the announcement.

"Our off-premise channels continue to deliver incremental sales and profits to our franchisees and the IHOP brand,” said IHOP President Jay Johns in a release. “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. These new brands are relevant for today's consumer and perfect for our existing equipment and capabilities in our restaurants nationwide."

IHOP has already activated the partnership in many locations. More than 1,000 IHOP restaurants nationwide are already delivering at least one of the virtual brands. Orders for Pardon My Cheesesteak, NASCAR Refuel Tenders & Burgers and MLB Ballpark Bites Presented by Mastercard can be placed via joinvdc.com/brands and through third party delivery services.

VCD virtual brand Pardon MY Cheesesteak was also introduced to the Bowlero bowling alley chain last summer and has been one of VDC’s most successful independent brands to date, per the release. VDC has also launched virtual brands Mr. Beast Burger, Buddy V’s Cake Slice, Ballpark Bites and Man Vs. Fries.