Rapper Tyga launches virtual chicken restaurant chain

Tyga has partnered with virtual restaurant pioneer Robert Earl to open Tyga Bites, a delivery-only concept specializing in antibiotic-free, oven-baked, boneless chicken bites.

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(Tyga Bites)
(Tyga Bites)

Tyga has partnered with virtual restaurant pioneer Robert Earl to open Tyga Bites, a delivery-only concept specializing in antibiotic-free, oven-baked, boneless chicken bites.

The menu offers bite-sized chicken with a choice of three “spice dusts” – black garlic, lemon black pepper and peri-peri – as well as 12 sauces, regular or sweet potato Tyga Tots, chocolate chip cookies and beverages

"I wanted to make sure the whole menu, flavors and even the packaging was on point," Tyga, who a Grammy-nominated singer for hits such as "BedRock" and "Rack City,” said in a press release. "The bites are baked just right; choose a dip then take a sip."

"Tyga has been an inspiration to collaborate with on this brand — his instincts are spot-on," Robert Earl said in a press release. “Consumers can now enjoy Tyga Bites at home through our partnership with Grubhub, offering contact-free delivery for everyone’s added comfort and peace of mind.”

Earl operates Virtual Dining Concepts, a collection of virtual kitchen chains that includes Wing Squad.

Wave of the future

Virtual kitchens use the cooking facilities of existing restaurants to cook food sold under a different name on third-party delivery platforms, like DoorDash, Uber Eats or Grubhub. In a sense, they’re designed to help restaurants optimize search engine optimization, or SEO. Consumers ordering food delivery tend to search for a particular menu item, like wings or Chinese food, rather than by a restaurant name.

In addition, with the dining rooms of many of their favorite restaurants closed during COVID-19, consumers are ordering more delivery to get a break from cooking at home. This has only accelerated the move towards virtual kitchens.

Tyga Bites are available to order via Grubhub in more than 30 major markets across the U.S., including Los Angeles, New York, Boston, San Francisco, Phoenix, Chicago, Philadelphia, Denver, Las Vegas, Houston, Washington D.C., Austin, Seattle, Salt Lake City, Pittsburgh, Albuquerque, Sacramento, St. Paul, Kansas City, Scottsdale, Columbus, Minneapolis, and Louisville. The brand has plans to expand to more than 500 locations by the end of August.

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