Ghost kitchens, virtual brands dominate restaurant industry

APART OF THE dramatic evolution of the restaurant industry over the last several years has been the emergence of the ghost kitchen. Though ghost kitchens were around before the COVID-19 pandemic, they definitely had their moment as lockdowns, social distancing, and contactless transactions changed the way the world did business.

In its purest sense, the term “ghost kitchen” refers to a restaurant kitchen without any on-site dining room. Ghost kitchens of this sort are typically optimized for delivery; they are sited for easy access by delivery vehicles and are often housed in low-rent neighborhoods. The ghost kitchen idea has, however, morphed into a number of variations, all of which strive to capitalize on delivery’s phenomenal growth. Many major chains, for instance, have developed delivery-only “virtual brands” which operate out on that chain’s existing locations.

These virtual brands usually focus on a single menu specialty, such as wings or burgers, that enjoy widespread popularity but aren’t necessarily associated that chain’s core concept. Virtual brands are promoted with their own websites and their own listings on third-party delivery apps and are thus positioned to attract delivery orders from consumers browsing online.

Denny’s, for example, has created two virtual brands — Burger Hut and The Melt Down — which specialize in “piled high” burgers and “melt” sandwiches, respectively. A number of other chains have created secondary brands that concentrate on wings, a popular snack food that can be prepared in any kitchen equipped with a deep fryer.

Cracker Barrel Old Country Store is currently promoting its “delivery forward” The Pancake Kitchen brand, which is available at more than 200 Cracker Barrel locations.

Specializing in pancakes of all sorts as well as select sides like Cracker Barrel’s signature Hashbrown Casserole, The Pancake Kitchen recently introduced a Bacon, Egg, and Cheese Pancake Taco. The “taco” is a pancake fold-over filled with bacon, hard-cooked eggs, and shredded cheese; it’s packaged with a side of pancake syrup for dipping purposes.

The Pancake Kitchen by Cracker Barrel maintains an online menu at its website, crackerbarrel.com/ pancakekitchen, and can be ordered for delivery through DoorDash, Uber Eats, or GrubHub.

Side dishes

• On March 15, The Boathouse in South Hadley will be “getting their Irish on” thanks to live music provided by Sarah the Fiddler. Two seatings will be available; one at 5 p.m. and a second at 7 p.m. A limited menu and several Irish specialties will be featured; reservations are strongly encouraged.

The Boathouse answers at 413536-2342.

• On March 31, the 1761 Old Mill in Westminster will be partnering with Brickroad Productions of Monson to present a dinner theater mystery-comedy, “Gangsters in Love.”

Written by Steve Henderson, the play includes dastardly deeds, no lack of suspects, plenty of clues, and opportunities galore for audience participation in solving the whodunit. The performance begins at 7 p.m. and includes a threecourse dinner. Tickets are $45

WEDNESDAY

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THURSDAY

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Menu

CONTINUES FROM PAGE E6 and can be ordered by calling 978-874-5941.

• Dine Out Boston is back this week. The Hub’s early spring version of restaurant week runs March 12-25 with nearly 150 participating eateries in and around Boston. Restaurants participating in Dine Out Boston will offer prix fixe menus for lunch and dinner, customizing their menus at select price points — lunch for $22, $27 or $32 and dinner for $36, $41 or $46. A database of restaurants signed up for the event can be found at DineOutBoston.com, where it’s possible to browse menus and make reservations. More information about Dine Out Boston can be found on the event’s social media channels — @dineoutboston on Facebook and Instagram and @dineoutbos on Twitter. For a chance to win restaurant gift cards, restaurant patrons can use the hashtag #dineoutboston when they post to their favorite online account.

Dine Out Boston’s sponsor, Meet Boston, the recently rebranded Greater Boston Convention and Visitors Bureau, answers at 617-536-4100.

• Black Birch Vineyard in Hatfield will be hosting its fourth annual Vintner’s Dinner on March 25.

The celebration begins at 6:30 p.m. with a glass of wine and a selection of cheeses and cured meats. Dinner, which is being cater by Porch Too of Brattleboro, will feature five courses, each of which will be paired with a Black Birch wine. The meal will begin with a first

Wine

CONTINUES FROM PAGE E4 wine has a spicy finish straight out of the bottle, followed quickly by a velvety smooth texture. Again, the flavors here are light, but with slightly sweeter notes, including hints of vanilla and cherry that perfectly complement each other. Pitch perfect.

• 2019 Montes Toscanini Gran Tannat Premium ($52 SRP) course of pork-belly-stuffed dumplings, then proceeds to a salad of poached pear and radicchio. After enjoying a Jerusalem artichoke soup, those assembled will be served a main course of grilled sirloin steak. Dessert is to be a classic chocolate torte. Vegetarian menu alternatives will be available for those who request them.

Tickets for the dinner are $192, a price that includes tax and gratuity. Seats may be reserved online at simpletix. com/e/fourth-annual-vintners-dinner-tickets-124938.

Black Birch Vineyard’s number is 413-247-3300.

• On Sunday, starting at noon and continuing until 4 p.m., Four Phantoms Brewing Company in Greenfield will be holding a Beer Brunch. The menu will include cheesy waffles, quiche, and more.

“Brunchy” beer cocktails such as micheladas and OJ beer-mo -

Another all-tannat wine from the Canelones region, this showstopper was one of my favorites from the tasting. Spicy and slightly peppery straight out of the bottle, those flavors soften quickly and exhibit hints of blackberry and cherry while remaining slightly flinty, full-bodied and still slightly peppery. Truly wonderful.

• 2019 Monte Vide Eu Bouza ($67 SRP)

Made with a blend of tannat, merlot and tempranillo, this elegant red wine from the sas also will be available. The event is a part of Mass Beer Week, a celebration of locally-produced malt beverages that is being sponsored by the Framingham-based Massachusetts Brewers Guild, a trade organization of craft breweries in Massachusetts.

More information about Four Phantoms Brewing Company can be found online at fourphantoms.net.

• “Tot” fans, take note: Sonic Drive-In locations are currently featuring BBQ Chip Seasoned Tots. Available through March 26, or as long as supplies last, the potato tots are finished with a barbecue chip flavored seasoning.

There are Sonic Drive-In locations on Boston Road across from Five Mile Pond in Springfield and on Buckland Avenue in Manchester, Conn.

• The beverage and snack chain Dunkin’ last week unveiled some seasonal menu offerings.

Montevideo region starts out smooth yet spicy and gets even softer without losing any of its subtle finish. A lively wine with a lot of personality and a lot to say, the flavors in this sophisticated wine range from roasted blackberries and cherries to hints of tobacco and dark chocolate. Delightfully decadent. Cheers!

Wine Press by Ken Ross appears on Masslive.com every Monday and in The Republican’s Weekend section every Thursday.

Burger that’s also garnished with Portobello mushrooms, Swiss cheese, dill pickle planks, and more. Cheesy Bacon Truffle Fries come topped with fivecheese sauce, shredded Parmesan, diced tomatoes, bacon crumbles, and the mushroom & truffle aioli. A Strawberry Shortcake Milkshake is also being promoted. It’s blended from soft serve, strawberries, and cupcake flavoring before being garnished with whipped cream and a strawberry-glazed donut. There’s a Red Robin location at Holyoke Crossing in Holyoke and on Hazard Avenue in Enfield.

Those include a Caramel Chocolate Cold Brew and Carrot Cake Muffins; a previous fan favorite, the Chocolate Croissant is making a comeback as well. There’s also a “members-only” Irish Creme Flavored Coffee that can be ordered through the chain’s Dunkin’ Rewards program.

Availability of these limited-time-only menu items is subject to participation by individual Dunkin’ locations.

• Red Robin Gourmet Burgers & Brews are offering two limited-time-only “Five Star Flavor” menu items that are enhanced with a mushroom & truffle aioli.

The umami-rich condiment is used as a topping for a Tycoon

• The Hardwick Vineyard & Winery in Hardwick is presenting a Wine & Dessert Pairing Experience on March 17. Incorporating five wines from Hardwick’s range of styles, the event will feature pairings with sweet creations from Moeshmallows, of Holden. Wine educator Missa Capozzo will discuss some principles of wine and food pairing as she narrates the five match-up experiences. Tickets for the event are $49 plus a “convenience” fee and can be purchased online at eventbrite.com. The Hardwick Vineyard & Winery can be reached at 413-967-7763.

Hugh Robert is a faculty member in Holyoke Community College’s hospitality and culinary arts program and has nearly 50 years of restaurant and educational experience. Robert can be reached online at OffTheMenuGuy@aol.com.

With Table 3 Restaurant Group

For a special Easter celebration leave the cooking to Table 3 Restaurant Group. Our talented chefs have prepared sensational menus so you can enjoy a stress-free and relaxing holiday meal.

Celebrate Easter at one of Table 3’s highly acclaimed locations. We have so many terrific dine-in options it may be difficult to choose!

The Duck and Avellino will be serving a traditional à la carte menu with all your holiday favorites, fantastic holiday cocktails, and decadent desserts. Call 508-347-2321 for Easter dinner reservations at The Duck & Avellino. Seating is 11am–4pm.

The Barn at Wight Farm’s spectacular annual Easter brunch buffet returns this year, brimming with all your favorites. This Easter feast is just $43.95 per guest (plus tax & gratuity). Call 774-241-8450 for reservations. Seating is 10am-4pm.

Cedar Street Grille will be offering their unique brunch menu all day plus some great Easter specials. Call 508-347-5800 for reservations. Seating is 10am–4pm.

Cedar Street Café and Table 3 Restaurant Group have you covered for the best Easter holiday catering around. We can provide your complete meal or you can add a few key items to enhance your celebration. Please check out our Easter holiday catering menu on our website and give us a call at 774-241-8450 to place your holiday order.