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Nathan’s Famous launches virtual Wings of New York concept in Tri-State area

Wings and waffles brand debuts on third-party platforms

Nathan’s Famous launched Wings of New York, which it will operate as a virtual restaurant concept via delivery. The All-American New York-style eatery will feature wings prepared in the tradition of New York City, as well as Harlem-style chicken and waffles. Initially, Wings of New York will only be available in the New York Tri-State area exclusively through delivery.

Wings of New York specializes in wings and tenders a la carte, French fry and wing combos and Harlem-style chicken and waffles. Featured sauces include Classic Buffalo, Creamy Mild Buffalo, Carolina Reaper, Ghost Pepper, and a specialty Buffalo sauce created by Mark Miller, a culinary consultant and James Beard Award winner.

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Fries come as a side or loaded with decadent toppings; the NY Cheesesteak fries by Pat LaFrieda serves as an example. Meanwhile, the waffles can be served a la carte or topped with real maple syrup and butter. The menu also includes Waffle Sundae and a Waffle Shake—two waffle dessert options.

UberEats, DoorDash, Grubhub, and Postmates will fulfill Wings of New York orders, which Nathan’s Famous restaurants prepare in ghost-kitchen fashion. Starting next month, cloud-based kitchen provider Kitopi will help expand the concept to the UAE.

Chains are finding the virtual restaurant concept appealing as they seek to boost revenues. They are turning under-utilized capacity into ghost kitchens. The Wings Experience and Burger Experience by Smokey Bones are two of many examples, and the trend is in its infancy.

Photo credit: Nathan’s Famous (featured preview image)

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