Nathan’s Famous is growing its brand via ghost kitchens.
The company, best known for its signature hot dogs and crinkle-cut fries, has partnered with Ghost Kitchens Brands to open 100 non-traditional locations by the end of 2021. Sixty of the locations will be in the United States, with many live inside Walmart Stores; 40 will be in Canada.
The majority of the kitchens will be located inside Walmart stores. Some will offer seating. All of the sites will offer take-out and third-party delivery.
“We’re excited to continue our expansion across the U.S. and Canada, and this partnership with Ghost Kitchen Brands grows our footprint even more,” states James Walker, senior VP, restaurants, Nathan’s Famous. “We look forward to beginning this journey with GKB in their current kitchens and cities, with hopes of continued expansion over the coming years.”
Ghost Kitchen Brands will be selling Nathan’s Famous new menu as well its recently launched Wings of New York virtual kitchen concept in their kitchens, with plans to grow up to 150 new locations by next year.
Based in Canada, Ghost Brand Kitchens operates kitchens with multiple brands as well as offering pickup or delivery by third-party companies.
“We are thrilled to partner with Nathan’s Famous, an iconic brand synonymous with American tradition and the flavor of New York,” said George Kottas, founder and CEO of Ghost Kitchen Brands. “As we continue to grow and reinvent the restaurant industry with our unique restaurant concept, we take pride in helping iconic brands scale to reach and serve more customers, allowing customizations and combinations with other brands, all in the convenience of one order.”