Grubhub this week officially launched its first virtual brand, giving restaurants across the country another option for adding a delivery-only concept to their business.
The delivery company created MasterChef Table in tandem with contestants from the cooking show "MasterChef." Its menu features recipes from past winners Kelsey Murphy, Dorian Hunter and Gerron Hurt as well as fan favorite Michael Silverstein. The 11 dishes cover a range of American comfort food and sides, like Murphy's Spicy Maple Bacon Fried Chicken Sandwich and Hunter's Bangin Buffalo Chicken Fries.
For restaurants, the brand offers a way to add an additional revenue stream using existing staff and equipment. Grubhub said it will provide marketing support for the brand and will pay for restaurants' first round of inventory while also offering "competitive rates" on future product. MasterChef Table orders will be subject to the same commission as a regular order, with no additional licensing fee attached.
The brand's existence was first made public in a report Grubhub published last month that revealed just how many independent restaurants have turned to virtual brands amid the pandemic. More than 40% of the 350 independent operators surveyed were using a virtual brand, and 46% planned to add three or more such brands in the next 12 months.
For its own take on the delivery-only model, Grubhub has adopted the popular strategy of teaming up with a well-known chef or celebrity in an effort to make the concept recognizable to customers. "MasterChef" has been running for 12 seasons and continues to air on Fox on Wednesday nights.
"We're always looking for ways to deliver new experiences to diners," said Marnie Boyer, vice president of restaurant acquisition at Grubhub, in a statement. "Our partnership with 'MasterChef' gives them exactly that, a seat at the table in the comfort of their home."
MasterChef Table is now available in 20 markets, including Alexandria, Va.; Boston; Bridgeport, Conn.; Chicago; Los Angeles; New York City; North Hollywood, Calif.; and Washington, D.C.
Here's the full menu:
- Kelsey Murphy: Spicy Maple Bacon Fried Chicken Sandwich; Skewered Shrimp Elotes
- Dorian Hunter: Down South Quesadilla; Bangin Buffalo Chicken Fries; Italian Hoagie Burger (The Dorian Burger)
- Gerron Hurt: Southern Horsey Slaw; Nashville Hot Mac n' Cheese; Nashville Hot Shrimp Tacos
- Michael Silverstein: Loaded Blue Cheese Lovers' Steakhouse Wedge; Queso-Smothered Texas Fajitas; Triple-Stacked Smash Burger
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