Nathan’s Famous Hot Dogs has launched Wings of New York, a virtual concept specializing in deep-fried wings, breaded chicken tenders and “Harlem-style” chicken and waffles.
The brand will offer a dozen wing sauces, ranging from Classic Buffalo and Creamy Mild Buffalo to Carolina Reaper and Ghost Pepper, as well as a signature Buffalo sauce created by James Beard Award Winner Mark Miller. Also, on the menu are fries and waffles, both of which can be ordered with a variety of toppings including two waffle dessert options.
"We are excited to launch Wings of New York and provide our fans with high-quality wings, hand-dipped chicken tenders and Harlem-style malted waffles through delivery,” James Walker, Senior Vice President, Restaurants, said in a statement.
“We’ve worked non-stop with our team as well as our culinary consultant Chef Mark Miller, to develop the menu with flavors that will resonate well with wings and waffle lovers all over.”
Optimizing delivery
Virtual kitchens have flourished during COVID-19, as existing brands have flexed to meet the increased consumer demand for delivery. They use the kitchens of already operating name-brand restaurants, however food is sold under a different name on third-party delivery platforms.
In a sense, these help restaurants optimize search engine optimization, or SEO. Consumers ordering food delivery tend to search for a menu item, like wings or Chinese food, rather than by a restaurant name.
Food from Wings of New York will be made in ghost kitchens as well as in the kitchens of Nathan’s Famous locations. It will be initially available through third-party delivery services UberEats, DoorDash, Grubhub and Postmates in the New York Tri-State area, with plans to expand across the U.S. in coming weeks.
In addition, the brand has partnered with cloud kitchen program Kitopo bring the menu to customers in the United Arab Emirates this month.
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