The iconic U.S. burger brand is expanding worldwide through non-traditional means.
The international ‘Flavor of New York’ has announced the opening of its 100th ghost kitchen since June 2020, when restaurants were forced to pivot as a result of the coronavirus pandemic.
The ghost kitchen locations, which offer both Nathan’s Famous’ menu as well as virtual kitchen concept Wings of New York, are open in markets all over the globe; from Dubai to Florida.
In addition, both Nathan’s Famous and Wings of New York have signed agreements to open a further 45 locations in the coming months.
“We are proud to open our 100th ghost kitchen location with an independent restaurant in Brooklyn,” said James Walker, senior vice president, restaurants. “Opening virtual kitchens has been part of our overall restaurant strategy for some time, with our first partnership being with Franklin Junction in 2020. We want to bring the Flavor of New York to more guests through these great partners.
“While Nathan’s and Wings of New York are different in their offerings and menus, they both share the focus on ensuring all menu items are ‘Memorable, Craveable and Instagrammable’. Our goal with these ghost kitchens is not just to grow our brand around the world, but also help other restaurants by providing them additional business during these turbulent times for the industry.”
The newest Brooklyn ghost kitchen, which opened at local restaurant The Black Iron Burger, will provide both Nathan’s Famous and Wings of New York menus.
Nathan’s Famous also partnered with REEF in 2020 to expand across the U.S., and both brands have opened kitchens in Ireland and Dubai in recent months, with plans to open in Canada and Europe this year.