In February 2021, a new restaurant appeared in Steubenville, Ohio. Its name: Wings on Wheels. The menu featured what you might expect: chicken wings, soft drinks, sides of ranch and blue cheese dressing.
Everything was rather typical about the place, except for one thing: There were no booths or servers—let alone a building.
Wings on Wheels, you see, was a virtual brand, meaning the only way customers could get food was to order it through an app or website, then wait for it to show up at their front door.
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https://www.adweek.com/commerce/how-virtual-brands-attract-real-customers/