Guy Fieri’s Flavortown Kitchen is delivering food to four areas of Dallas-Fort Worth
Food Network fans heading to Flavortown no longer need to turn on their TVs for dinners, drive-ins and dives: Guy Fieri’s Flavortown Kitchen comes to you and delivers cheeseburgers and fries to parts of Allen, Frisco, Southlake and central Dallas.
Food Network Celebrity Chef Guy Fieri partnered with Robert Earl, founder of Planet Hollywood, on this venture. Fieris delivery-only groceries are now available in approximately 35 states in the United States. Earl’s scope is even bigger: his company Virtual Dining Concepts also supplies groceries from other prominent brands like Mariah’s Cookies (before singer Mariah Carey), Marios Tortas Lopez (the Mexican delivery company from Saved by the Bell star Mario Lopez). and Pauly Ds Italian Subs (so named after Jersey Shore actor Paul DelVecchio).
Guy Fieri’s Flavortown Kitchen sells items such as cheesesteak egg rolls (left) and bacon mac and cheese burgers that are available for delivery only. So far, the kitchens can deliver to Allen, Frisco, Southlake and downtown Dallas.(Sarah Blaskovich / employee)
Earl’s goal is “to continuously create different brands that represent nearly every genre of food,” he says.
Every company within Virtual Dining Concepts is a ghost kitchen, ie the chefs produce the food in a commercial kitchen, pack it and then pass it on to a delivery person. Ghost kitchens are growing exponentially in the U.S., ranging from family-owned pizza shops to large corporations. Earl takes the big chain model and then adds a key element: celebrity.
Partners like Fieri “have tremendous brand awareness,” Earl says, and that’s what drives sales.
Fuku, an unrelated ghost kitchen, opened in Dallas and Plano this week, selling fried chicken sandwiches by celebrity chef David Chang. His food is delivered through Uber Eats, DoorDash, Grubhub, and Postmates.
For Fieri fans in the delivery area of the five kitchens in North Texas there is a varied selection of menu items such as grill wings with bourbon brown sugar, the crazy Cuban sandwich, chicken parm eroni as well as macaroni and cheese. You can hear Fieri say the name of their SM Cheesesteak Egg Rolls: that stands for Super Melty Cheese.
“Everything is really healthy,” jokes Earl.
The most popular product is the Bacon Mac and Cheese Burger. Yes: the macaroni and cheese go on top of the burger.
The first ghost kitchens in Flavortown, Dallas-Fort Worth, launched in early February. The team has since added a few more.
“Dallas has historically been a testing ground, very fertile,” says Earl. He cites chains like Dallas-based Brinker International, which operate Chilis and Maggiano’s Little Italy, as examples of how big brands can thrive.
Haunted kitchens across the country will continue to evolve, according to Earl, also as the coronavirus pandemic encouraged consumers to stay home and order delivery. His ghost kitchens are in existing restaurants – not that it matters as customers will never visit.
“The restaurants are our distribution points. They do all the food, the packaging. … When the consumer goes to order, he is not physically focused on where he is from. And that’s the growing trend, ”he says.
Details on how to order Guy Fieri’s Flavortown Kitchen can be found here.