Logan’s Roadhouse parent company opens virtual chicken brand

SPG Hospitality has launched a delivery and takeout-only virtual chicken concept called Twisted Tenders.

Doughman Headshot3 Headshot
(SPG Hospitality)
(SPG Hospitality)

SPG Hospitality has launched a delivery and takeout-only virtual chicken concept called Twisted Tenders.

The brand will be available in 33 states, with food prepared in the 175 of the company’s full-service restaurants. SPG Hospitality owns Logan’s Roadhouse, Old Chicago Pizza & Taproom, Rock Bottom Brewery, Gordon Biersch Brewery Restaurant and ChopHouse.

Virtual kitchens operate within actual restaurants, but cook food that may be sold under a different name on third-party delivery platforms, like DoorDash, Uber Eats or Grubhub.

They help restaurants optimize search engine optimization, or SEO, online. Consumers ordering food delivery tend to search for a menu item, like wings or Chinese food, rather than by a restaurant name.

COVID-19 foodservice flexes

Virtual kitchens have flourished during COVID-19, as existing brands have needed to flex to meet the increased consumer demand for delivery

“During this trying time for the industry, restaurant brands have had to get creative to thrive beyond challenges,” Jim Mazany, SPB Hospitality’s CEO, said in a statement

“Twisted Tenders is an innovative and incredibly tasty way for our brands to generate additional revenue, especially in areas where dining rooms have capacity restrictions or are closed. With a delivery-only concept, we’re able to continue to serve guests across the nation regardless of their city’s mandates.”

A variety of virtual chicken brands have emerged in response to the pandemic.

Brinker International launched It’s Just Wings, in June 2020. The virtual wing brand currently generates $3 million in weekly sales and could be worth more than $150 million in its first year

Bloomin’ Brands, the parent company of Outback Steakhouse and Carrabba’s Italian Grill, recently opened a delivery-only chicken chain called Tender Shack.

More about the Twisted Tenders menu

The Twisted Tenders menu is centered around chicken tenders soaked in buttermilk for 24 hours. The chicken tender options are Crafted Tenders or Nashville Hot Tenders in either three, six, 10 or 20 pieces with the choice of 15 sauces: Twisted Ranch, This is Q’d Up, Smoked & Toked Buffalo, Crazy Rich Asian, Son of a B!, Pep in yo Step Parmesan Peppercorn, Big Al, Free Range Ranch, Blue Cheese, El Cilantro Lime Ranch, Voodoo, Tickled Pickle Ranch, Honey Trap Mustard, Twisted Sauce or Dr. Assburn.

“Twisted Tenders cooks up a variety of crazy good offerings made in-house with the best ingredients,” Mazany said. â€śWe can’t wait to deliver our chicken items directly to guests’ doorsteps so they can enjoy them without ever having to leave their home.”

The virtual concept also offers a crispy or Nashville hot chicken sandwich and a choice of bone-in or boneless wings.

View our continuing coverage of the novel coronavirus (COVID-19) pandemic.

Like what you just read? Sign up now for free to receive the Poultry Future Newsletter.

Page 1 of 183
Next Page