Guy Fieri’s Flavortown Kitchen partners with Lifestyle Brand Middleclassfancy to debut the Rand Burger. QSR magazine. (n.d.). Retrieved September 14, 2021, from https://www.qsrmagazine.com/news/guy-fieris-flavortown-kitchen-partners-lifestyle-brand-middleclassfancy-debut-rand-burger.
The world’s most memeable chef, Guy Fieri, is taking his Flavortown Kitchen, a delivery-only restaurant brand powered by Virtual Dining Concepts, to new heights by partnering with the most iconic name in suburban meme culture, MiddleClassFancy. The partnership not only brings together two brands synonymous with memes, but also offers a new menu item, the “Rand Burger,” now available for a limited time only.
Every day, millions of followers view MiddleClassFancy’s unique perspective on the absurdities of suburban lifestyle. From jokes about air fryers to grilling battles, integrating Guy Fieri’s Flavortown Kitchen into the MiddleClassFancy universe lead Fieri into naming a burger after their beloved character, Rand.
Says MiddleClassFancy creator Lee Ayers, “I started MiddleClassFancy as an exaggerated version of the life I grew up around coming from a small town in Cedartown, Georgia. I already had a different meme account where I played around with the concept of middle class memes and realized they were extremely relatable to the majority of my following, so I decided to make an account dedicated to the middle class lifestyle. Now, after about 6 years of creating memes for the MiddleClassFancy universe, I have the opportunity to work with Guy Fieri, which couldn’t be more perfect considering I’ve used him in memes in the past. A huge part of the MiddleClassFancy universe involves the restaurant experience as well. I’m beyond excited to work with Guy and I know my audience will love what we have in store for them.”
Guy Fieri’s Flavortown Kitchen online menu was created by Fieri and includes some of the most popular dishes his fans have grown to love. The delivery-only menu includes a wide selection of appetizers, entrees featuring veggie, fish, and chicken options, burgers, sandwiches, salads, desserts, and more.
“Meme or no meme, Rand is a real dude and a formidable grill master,” says Guy Fieri. “So in recognition of his true backyard burger badassery, I’m allowing Rand a limited time only trip through Flavortown…order up!”
Follow the storyline on Instagram at @MiddleClassFancy and you’ll see a brewing rivalry between Rand, the overly serious but loveable neighbor, and his new rival, Guy Fieri, who is challenging Rand’s spot as the top grillmaster on the block.
Kaiser, T. (2021, March 10). VDC’s guy Fieri Flavortown Kitchen Hits 160 Locations. Food On Demand. Retrieved September 14, 2021, from https://foodondemandnews.com/03102021/vdcs-guy-fieri-flavortown-kitchen-hits-160-locations/.
Guy Fieri’s Flavortown Kitchen is the latest celebrity-backed virtual restaurant from Virtual Dining Concepts (VDC), and since its rollout in early 2021, Flavortown Kitchen is already up to approximately 160 locations up and running.
Founded by Robert Earl, a restaurant veteran who created Planet Hollywood and owns chains including Buca di Beppo and Earl of Sandwich, the majority of Guy Fieri’s Flavortown locations are operating inside Earl’s own restaurants.
“This is about our industry understanding the merits of having virtual brands inside their kitchen,” Earl said of VDC’s growth. “There are just no negatives of any bricks-and-mortar [restaurants] carrying a virtual brand or two—it’s a win, win, win all the way through pre-COVID, during COVID and post-COVID, it’s just a support mechanism for your core brand.”
Celebrity chef Guy Fieri is a personal friend of Earl’s, and the two began collaborating on a virtual restaurant before the start of the COVID-19 pandemic.
“When Robert came to me with the idea of making some of my all-time favorite, real-deal menu items available in virtual kitchens across the country, I was all in,” Fieri said.
The brand’s menu covers familiar territory for delivery-only virtual restaurants, including bacon-wrapped jalapeño poppers, cheesesteak egg rolls, chicken wings, burgers, chicken sandwiches, veggie burgers and entrées including Cajun chicken alfredo and the Italian Stallion Salad.
Compared to other concepts in the VDC portfolio, Flavortown Kitchen is seeing a higher basket size due to customers adding on appetizers, Earl said, which include Flavortown Fries, Mac Daddy Mac N Cheese and Fried Pickles & Ranch dressing.
“When you come to one of the top chefs in the world, it’s very different than just going with a YouTuber, because in the case of the chef, it’s their day job, it’s their bread and butter,” Earl added. “With Guy, he basically said this is my menu, these are my most popular items, how do you feel about them? I can’t think of one of them that we rejected because they’re all … very on brand.”
Earl said Flavortown Kitchen is ideally suited to “full dinner-house kitchens.” Asked if Flavortown Kitchen would be a good fit for restaurants that already sell similar menu items, Earl said it depends on the philosophy of the host kitchen’s operator, adding that “the brand that Virtual Dining Concepts is offering you is going to be in your geographic region anyway.”
While VDC’s virtual concept portfolio includes brands tied to Mariah Carey and Mario Lopez, among others, Earl said its MrBeast Burgers virtual concept could reach 1,000 operating locations by the end of the second fiscal quarter of 2021.
“We’ve done 1 million entrées already and it got so much attention,” Earl said of the YouTube star Jimmy Donaldson, also known as MrBeast. “He’s a wonderful partner, he’s intent on building with us a big, permanent brand, and we’ve got lots of continued upgrades on the brand coming out.”
Now that his headquarters team is getting “more sophisticated by the day” as it grows from 20 to nearly 60 team members, Earl said the company will soon be expanding outside the borders of the United States. With more experience, its team is placing a greater focus not just on kitchen equipment for prospective partners, but also how busy various equipment and stations are within the kitchen to minimize stress and negative impacts to a restaurant’s existing dine-in business.
Earl intimated that VDC has several additional celebrity-backed brands coming soon, adding that the company is also scouting real estate locations in New York where it hopes to build a centralized location for all of its virtual brands. Such a multi-brand location—which would technically be a ghost kitchen—could include the ability for customer takeout, which is not currently part of the company’s business model.
Consumers can only order from Guy Fieri’s Flavortown Kitchen delivery-only menu online, through the app, which is available for download from the Apple Store or Google Play, and through most third-party delivery apps including Grubhub, DoorDash, Postmates, UberEats and Seamless.
Leggate, J. (2021, February 12). Guy Fieri opens flavortown kitchen delivery-only restaurants across US. Fox News. Retrieved September 14, 2021, from https://www.foxnews.com/food-drink/guy-fieri-opens-flavortown-kitchen-delivery-only-restaurants-across-us.
Anyone who has watched Guy Fieri and wondered where, exactly, Flavortown is located may soon discover one in their own backyard.
The chef and Food Network personality recently opened a new delivery-only restaurant chain, Guy Fieri’s Flavortown Kitchen, with locations in 23 states and Washington D.C.
The eateries offer the kind of big-taste foods that Fieri is known for, with items like burgers, wings and jalapeno poppers on the menu. Dishes include Fieri-favorite ingredients like “super melty cheese,” “Donkey sauce” and “Chicken Guy” seasoning. Anyone who has watched Guy Fieri and wondered where, exactly, Flavortown is located may soon discover one in their own backyard. (Reuters)
CELEBRITY CHEF GUY FIERI: ‘SMALL BUSINESS IS THE FABRIC OF OUR COMMUNITY’
The chain is a partnership between Fieri and Robert Earl, the Planet Hollywood founder who has previously worked with Fieri on their Chicken Guy chain, Eater reported.
Flavortown is operating out of other restaurants’ “ghost kitchens,” according to the report.
So-called ghost kitchens have been opening in restaurants across the country amid the coronavirus pandemic as dining rooms have been closed or faced greatly reduced capacity, while meal-delivery services have seen large increases in use.
Many of the Flavortown Kitchen locations share addresses with chains like Brio Italian Grille and Buca di Beppo, which are owned by Earl’s company, Earl Enterprise. Some of the addresses are also being used by other delivery-only eateries like MrBeast Burger, a ghost kitchen restaurant recently launched by the YouTuber who goes by the same name.
While diners won’t be able to visit Flavortown Kitchen, it is available from delivery services operated by DoorDash, Uber Eats and Grubhub in areas where the ghost kitchens have opened.
-, B. T. F. S., By, -, Total Food Servicehttps://totalfood.com/Total Food Service is a monthly B2B foodservice publication and website covering foodservice and hospitality news, Total Food Service, & Total Food Service is a monthly B2B foodservice publication and website covering foodservice and hospitality news. (2021, March 18). Guy Fieri launches national ghost kitchen rollout with Flavortown. Total Food Service. Retrieved September 14, 2021, from https://totalfood.com/guy-fieri-launches-national-ghost-kitchen-rollout-with-flavortown/.
Fieri’s Flavortown Kitchens are operated out of existing brick-and-mortar kitchens. The new chain has multiple outlets in 24 states, with most locations having launched in the last two months.
Flavortown is partnered with Robert Earl, the Planet Hollywood founder, in a company called Virtual Dining Concepts (VDC), a company that trades in virtual kitchens to help existing restaurants gain extra revenue from celebrity-branded concepts. This marks a return to New York for Earl who brought the All-Star Cafe to New York twenty years ago with partners including hockey’s Wayne Gretzky.
With Earl and Virtual Dining’s expertise, Flavortown has found homes in Buca di Beppo, Bertucci’s, and Brio kitchens across the country. Food can be ordered through the Flavortown Kitchen website or through most delivery services including DoorDash, UberEats, Postmates and Grubhub.
Fieri is best known for his Food Network shows Diners, Drive-Ins and Dives and Guy’s Grocery Games. He’s built up an empire that includes his name on 14 other brands around the world.
With a goal of the second time being a charm, Fieri returns to new space in Times Square. Flavortown Kitchen is located at 1540 Broadway, at the corner of West 45th Street and Seventh Avenue. The NYC burger-and-wings shop is one of dozens of Flavortown Kitchen shops that have recently opened up across the country, with other locations popping up in cities including Las Vegas, Dallas, Boston, and Washington, D.C.
Fieri’s joins several celebrity concepts under Earl’s Virtual Dining Concepts umbrella. Virtual Dining Concepts is also behind rapper Tyga’s delivery-only chicken “bites” , Mario Lopez and DJ Pauly D. Mariah Carey’s cookie delivery business, among other ventures,
“We are restaurant owners that have created a company for restaurant owners,” Earl explained. “Virtual Dining Concepts (VDC) offers traditional restaurant owners a low risk, all in one solution to launch a profitable delivery-only restaurant concept in their existing kitchen operations, with zero upfront fees.”
Recognized as a leading figure in the hospitality, lodging, gaming and food & beverage industries, Earl is the former CEO of Hard Rock Cafe and current founder / chairman of Planet Hollywood International, Inc. and Earl Enterprises, which specializes in restaurant and hospitality branding, marketing and operations with a vast collection of brick and mortar restaurants including Buca di Beppo®, Bertucci’s®, Earl of Sandwich®, Chicken Guy®, Asian Street Eats™, Mixology101™, Seaside on the Pier™, Rock & Reilly’s®, Warrior™, and Tequila Taqueria™.
In 2020, Earl acquired two additional brands specializing in Italian Cuisine, Brio® Italian Grille and Bravo!® Italian Kitchen. Now together with his son, Robbie Earl, they’re leading the wave of the future of restaurants with virtual kitchens and delivery-only restaurant concepts.
The new Fieri venture has been spurred by the pandemic’s shut-down of indoor dining and limited outdoor options, ghost kitchens – sometimes called virtual brands or delivery-only concepts are booming. Market research firm Euromonitor estimates they could be a $1 trillion business by 2030. The ghost kitchen concept already has spawned several companies, including CloudKitchens, started by former Uber founder and CEO Travis Kalanick.
Carlson, K. (2021, March 16). Guy Fieri’s New Delivery-only restaurant Concept Brings Flavortown to St. Louis and Kansas City. Feast Magazine. Retrieved September 14, 2021, from https://www.feastmagazine.com/st-louis/article_eca1086c-8107-11eb-a315-3397ae485902.html.
If you’re like me, you’ve always dreamed of being taken to Flavortown by Guy Fieri, but Flavortown is really more of a state of mind than a single place. Thanks to Flavortown Kitchen, a new virtual, delivery-only brand from Guy himself, you can go to Flavortown any time you feel the urge in most major cities – all you have to do is order and wait.
The menu promises the sort of big flavors you would expect from the Guy’s Grocery Games and Diners, Drive-ins and Dives host. The appetizers come in strong with the S-M-Cheesesteak Egg Rolls, wonton wrappers rolled up with shaved rib eye and SMC – otherwise known as “super melty cheese.” The Jalapeño Pig Poppers are also a highlight; fire-roasted peppers are stuffed with andouille and pimento cream cheese before getting wrapped in bacon and glazed with a bourbon-brown sugar barbecue sauce.
As for entrées, Flavortown Kitchen offers a range of burgers and sandwiches, including the Crazy Cuban sandwich, made with smoked pork, ham, Swiss cheese, pickles, mustard and Donkey sauce on a pressed hoagie and served with crispy potato sticks. Flavortown Kitchen also has a few entrées meant to be eaten with a fork and knife, like the Cajun Chicken Alfredo and the Chicken Parm-eroni, a spin on the classic chicken Parmesan that includes a pepperoni red sauce and crispy pepperoni “hay.”
The brand has launched out of kitchens across the country, allowing for Fieri’s creations to be delivered right to your door whether you live in Kansas City or St. Louis. Unfortunately, the rest of Missouri will have to wait to get a taste of Fieri’s creations – unless you live in Branson, of course. To find a location near you and order, head to Flavortown Kitchen’s website.
Guy Fieri’s Flavortown Kitchen, guysflavortownkitchen.com
Guy Fieri Launches Delivery-Only Restaurant Flavortown Kitchen | QSR magazine. (2021). Retrieved 14 September 2021, from https://www.qsrmagazine.com/news/guy-fieri-launches-delivery-only-restaurant-flavortown-kitchen
Chef, restaurateur, New York Times Best Selling author, and Emmy Award-winning TV host, Guy Fieri, and internationally renowned restaurateur, Robert Earl, have joined forces once again to debut Guy Fieri’s Flavortown Kitchen. As part of Virtual Dining Concepts (VDC), one of the fastest-growing virtual restaurant groups, Guy Fieri’s Flavortown Kitchen is the latest celebrity-owned brand now available for online orders.
“When Robert came to me with the idea of making some of my all-time favorite real-deal menu items available in virtual kitchens across the country, I was all in,” says Fieri. “Now I get to bring Flavortown to your town.”
Guy Fieri’s Flavortown Kitchen online menu was created by Fieri and includes some of his most popular dishes his fans have grown to love, including the crowd-pleasing Bacon Mac ‘N Cheeseburger and Flavortown Fries. The delivery-only menu includes a wide selection of appetizers, entrees featuring vegetarian and chicken options, burgers, sandwiches, salads, desserts, and more.
Shareable Appetizers: S-M-Cheesesteak Egg Rolls, Jalapeño Pig Poppers, Bourbon Brown Sugar BBQ Wings, Queso Dip with Tortillas, and Buffalo Wings
Burgers & Sandwiches: Real Cheezy Burger, Bacon Mac ‘N Cheeseburger, The Chicken Guy! Classic Sandwich, Morgan’s Veggie Burger, and The Crazy Cuban Sandwich
Salads & Entrees: Cajun Chicken Alfredo, Chicken Parm-Eroni, Italian Stallion Salad, The ‘Og’ Caesar Salad
Sides: Flavortown Fries, Mac Daddy Mac ‘N Cheese, Fried Pickles & Ranch
“I’ve had the pleasure of collaborating with Guy for many years now, so having him join my newest venture is a natural fit,” says Earl, co-founder of Virtual Dining Concepts. “With Guy Fieri’s Flavortown Kitchen, Guy’s fans across the U.S. will now be able to experience his recipes delivered straight to their door.”
Consumers can order from Guy Fieri’s Flavortown Kitchen delivery-only menu online, through his app available for download from the Apple Store or Google Play, and through most third-party delivery apps including Grubhub, DoorDash, Postmates, UberEats, and Seamless.
Food Network star Guy Fieri dished about maneuvering during the pandemic as a restaurant owner, his family, and his new show ‘Tournament of Champions.’