Buddy Valastro Joins List of Celebrities Launching Virtual Brands for Digital Ordering

PYMNTS.com. (2021, September 28). Celebrities Launching Virtual Brands. PYMNTS.com. Retrieved October 3, 2021, from https://www.pymnts.com/restaurant-innovation/2021/buddy-valastro-joins-list-of-celebrities-launching-virtual-brands/.

Share on facebook
Share on twitter
Share on linkedin

Buddy Valastro, a celebrity baker made famous by the series “Cake Boss,” among other reality shows, announced Tuesday (Sept. 28) that he is launching a virtual bakery brand, Buddy V’s Cake Slice, through ghost kitchen solution Virtual Dining Concepts (VDC).

“It’s cake Hoboken-style, Baby!!” Valastro said in a statement.

Through the concept, the cakes are baked at the Valastro family’s bakery, then frozen and shipped out to the kitchens running the virtual brand. Consumers can order these cakes through the brand’s Olo-powered website and app or through third-party delivery services.

VDC specializes in celebrity collaborations. Its list of partners features a handful of major names including Mariah Carey, Mario Lopez and Steve Harvey.

“I am a huge fan of Buddy’s and we have been talking for some time about working on projects together,” Robert Earl, founder of Virtual Dining Concepts, said in a statement. “Buddy V’s Cake Slice works on so many levels — everybody has their favorite cake flavor and with this brand, you can enjoy your own slice delivered right to you, wherever you are.”

Many celebrities and influencers have been using the virtual brand model to capitalize on their loyal followings with these low-effort, low-capex locations. In an interview with Karen Webster, Olo Founder and CEO Noah Glass recalled the instant success of MrBeast Burger, another VDC virtual brand created in partnership with YouTube celebrity MrBeast.

See also: Celebrity Ghost Kitchens Acclimate Consumers To The Delivery-Only Model

Olo CEO On The Path To IPO And Building A Restaurant Network

“MrBeast Burger was this phenomenon,” Glass said. “It was through our partnership with Robert Earl and his restaurant portfolio. He said, ‘I’m doing this thing, virtual additional concepts. There’s a celebrity angle to it. I know you’ve never heard of him, but I’ll tell you, Mr. Beast is a big deal, 80 million followers, and we’re going to launch Mr. Beast burger on top of your platform, and we’re going to do it across 200 of our kitchens.’”

This rapid proliferation of virtual brands has only been possible because of the dramatic growth in online delivery ordering since the start of the pandemic. PYMNTS’ study The Bring-It-To-Me Economy, created in collaboration with Carat from Fiserv, find that 58% of U.S. consumers are ordering food online more than they were before the pandemic, with 48% ordering from restaurants’ websites and having the food delivered to their homes more often and 46% ordering more from third-party aggregators.

DoorDash Delivers Track Menu Favorites Through NASCAR Refuel

Share on facebook
Facebook
Share on twitter
Twitter
Share on linkedin
LinkedIn

Mulloy, T., & Mulloy, T. (2021, September 9). DoorDash delivers track Menu Favorites Through NASCAR REFUEL. CStore Decisions. Retrieved September 17, 2021, from https://cstoredecisions.com/2021/09/09/doordash-delivers-track-menu-favorites-through-nascar-refuel/.

Racing enthusiasts and food fans alike can now sample menu items from a dozen NASCAR racing venues thanks to NASCAR Refuel, the first-ever virtual restaurant brand paired with a national spectator sporting organization.

The effort is a collaboration of Virtual Dining Concepts in partnership with NASCAR and DoorDash. The launch comes exclusively through DoorDash or via the NASCAR Refuel app and the official website – both powered by DoorDash’s white label fulfillment platform, DoorDash Drive.

“Every weekend, fans visit iconic NASCAR tracks across the United States, experiencing the roar of engines, side-by-side racing, family fun and the overall spectacle our great sport has to offer,” said Chip Wile, NASCAR senior vice president and chief track properties officer. “It’s a pleasure to offer our fans NASCAR Refuel, so we can bring a piece of the track experience, our delicious dishes inspired by our entire track portfolio, to them.”

Fans, spectators and foodies alike can get the feeling of the racetrack all year round, whether watching their favorite teams compete on race day, or celebrating any occasion, while enjoying some of the most iconic NASCAR concession stand favorites.

Handpicked from 12 NASCAR-owned racetracks around the country, NASCAR Refuel’s delivery-only menu features “Refuel Combos” and individual items including classics such as the Daytona Firecracker Dog, Talla-Mento Dogwich, Darlington Pimento Cheese Sandwich, Refuel Burger and more. New menu specials highlighting regional classics inspired by NASCAR race tracks will be available starting at the kickoff of the 2022 season with special items being added on an ongoing basis. The full menu can be viewed here.

“As a NASCAR fan myself, I know the crowds on race day are there for the excitement of the sport, and of course for the food!” said Robert Earl, founder of VDC. “Our menu highlights specialties from NASCAR racetracks, so race fans can enjoy the NASCAR food experience year-round at home. With NASCAR Refuel, we are continuing our mission to assist restaurants by producing virtual brands that provide crucial added revenue, which is needed now more than ever.”

DoorDash Director of Partnership Marketing Vanessa Carr said the collaboration expands upon the delivery service’s multiyear partnership with NASCAR and reinforces our commitment to creating memorable experiences for fans and food-lovers alike.

“We are so excited to engage with the racing community through bringing iconic track experiences and the delicious food that fuels them to their doors,” Carr said.

NASCAR Refuel is now available for delivery in select cities across the country, with additional locations added on a weekly basis. Fans and consumers can place their orders three ways; it is accessible exclusively on DoorDash and also via the proprietary NASCAR Refuel app, available for download from the Apple Store or Google Play and directly from the website.

To order from DoorDash, diners can input their zip code in the app or via doordash.com to find their nearest location. As new locations are added, the website, NASCAR Refuel App, DoorDash and social media channels will update, so consumers will know when their area is within a delivery zone.

For more information and to order NASCAR Refuel, please visit www.nascarrefuel.com.

Nascar Refuel Virtual Restaurant Now Available

SpeedwayMedia.com. (2021, August 27). NASCAR REFUEL VIRTUAL RESTAURANT NOW AVAILABLE. SpeedwayMedia.com. https://speedwaymedia.com/2021/08/27/nascar-refuel-virtual-restaurant-now-available/.

 
Share on facebook
Facebook
Share on twitter
Twitter
Share on linkedin
LinkedIn

Virtual Dining Concepts and DoorDash Bring The NASCAR Racetrack Experience Directly To Your Home with NASCAR Refuel

NASCAR Refuel

Los Angeles, CA, August 27, 2021 – Virtual Dining Concepts, in partnership with NASCAR and DoorDash, announced today NASCAR Refuel, the first-ever virtual restaurant brand paired with a national spectator sporting organization. NASCAR Refuel debuts prior to the NASCAR Xfinity Series Wawa 250 at Daytona International Speedway and will simultaneously be available to order across the country, launching exclusively with DoorDash or via the NASCAR Refuel app and the official website, both powered by DoorDash’s white label fulfillment platform, DoorDash Drive.

“Every weekend, fans visit iconic NASCAR tracks across the United States, experiencing the roar of engines, side-by-side racing, family fun and the overall spectacle our great sport has to offer,” said Chip Wile, NASCAR senior vice president and chief track properties officer. “It’s a pleasure to offer our fans NASCAR Refuel, so we can bring a piece of the track experience, our delicious dishes inspired by our entire track portfolio, to them.”

Fans, spectators and foodies alike can get the feeling of the racetrack all year round, whether watching their favorite teams compete on race day, or celebrating any occasion, while enjoying some of the most iconic NASCAR concession stand favorites. Handpicked from 12 NASCAR-owned racetracks around the country, NASCAR Refuel’s delivery-only menu features “Refuel Combos” and individual items including classics such as the Daytona Firecracker Dog, Talla-Mento Dogwich, Darlington Pimento Cheese Sandwich, Refuel Burger, and more. Watch for exciting new menu specials, highlighting regional classics inspired by NASCAR racetracks, starting at the kick-off of the 2022 season with special items being added on an ongoing basis. The full menu can be viewed here.

“As a NASCAR fan myself, I know the crowds on race day are there for the excitement of the sport, and of course for the food! Our menu highlights specialties from NASCAR racetracks, so race fans can enjoy the NASCAR food experience year-round at home,” said Robert Earl, Founder of VDC. “With NASCAR Refuel, we are continuing our mission to assist restaurants by producing virtual brands that provide crucial added revenue, which is needed now more than ever.”

“This collaboration expands upon our multiyear partnership with NASCAR and reinforces our commitment to creating memorable experiences for fans and food-lovers alike,” said Vanessa Carr, DoorDash’s Director of Partnership Marketing. “We are so excited to engage with the racing community through bringing iconic track experiences and the delicious food that fuels them to their doors.”

NASCAR Refuel is now available for delivery in select cities across the country, with additional locations added on a weekly basis. Fans and consumers can place their orders three ways; it is accessible exclusively on DoorDash, and also via the proprietary NASCAR Refuel app, available for download from the Apple Store or Google Play and directly from the website. To order from DoorDash, diners can input their zip code in the app or via doordash.com to find their nearest location. As new locations are added, the website, NASCAR Refuel App, DoorDash and social media channels will update, so consumers will know when their area is within a delivery zone.

For more information and to order NASCAR Refuel, please visit www.nascarrefuel.com, and follow @NASCARRefuel for continued location and other updates on InstagramTwitterFacebook and TikTok.

Want to eat like you’re at a NASCAR track? Orlando’s Robert Earl can help with that.

Fuller, A. (2021, August 27). Want to eat like you’re at a NASCAR Track? Orlando’s Robert Earl can help with that. orlandosentinel.com. https://www.orlandosentinel.com/business/os-bz-robert-earl-nascar-delivery-20210827-yqqqo2so45gzbdz3uuiquqcbly-story.html.

Share on facebook
Facebook
Share on twitter
Twitter
Share on linkedin
LinkedIn

The latest delivery-only restaurant backed by Orlando restaurateur Robert Earl will offer hotdogs, pimento cheese sandwiches and other menu items from NASCAR racetracks across the country.

The delivery-only restaurant, NASCAR Refuel, will be available on DoorDash and the NASCAR Refuel app and website. Locations started to go live Friday.

It will feature a menu of concession stand eats selected from 12 NASCAR-owned racetracks, according to a news release. Offerings will include the Daytona Firecracker Dog, a hotdog topped with jalapeño, coleslaw and pepper, as well as the Darlington Pimento Cheese Sandwich.

Earl, who is behind Planet Hollywood and other national eateries, has been creating virtual restaurants with his company Virtual Dining Concepts.

Virtual restaurants allow eateries to add new menus under different names on delivery apps without the expense of additional physical space. One of Earl’s other virtual restaurants is Guy Fieri’s Flavortown Kitchen, a partnership with Food Network star Fieri.

“With NASCAR Refuel, we are continuing our mission to assist restaurants by producing virtual brands that provide crucial added revenue, which is needed now more than ever,” Earl said in the release.

“It’s a pleasure to offer our fans NASCAR Refuel, so we can bring a piece of the track experience, our delicious dishes inspired by our entire track portfolio, to them,” said Chip Wile, NASCAR senior vice president and chief track properties officer, in the release.

NASCAR Refuel is a partnership between Virtual Dining Concepts, DoorDash, and NASCAR, which is headquartered in Daytona Beach.