Bloomin’ Brand Tests a Virtual Chicken Brand

Photo: Courtesy of Bloomin' Brands.
Photo: Courtesy of Bloomin' Brands.

Bloomin’ Brands Inc., which operates Outback Steakhouse and Carrabba’s Grill among other national restaurant brands, has joined the list of restaurant operators now offering virtual online-only concepts.

The test concept goes by the name Tender Shack, launched yesterday is available direct-to-consumers in the Tampa Bay area, via the third-party delivery app DoorDash.

“The virtual, delivery-only brand is in the initial stages of testing. We’re optimistic about this extension of our off-premises business and excited to serve high-quality, hand-cut chicken tenders, exclusively through DoorDash,” Bloomin’ Brands spokesperson Elizabeth Watts told FER in an e-mail.

The Tender Shack menu, currently available on the DoorDash site, shows a limited variety of chicken tender options, including saucily-named Nashville Hot AF chicken tenders and well as chicken tender sandwiches. The menu also lists six available sauces, fries, and a cookie. All of the options will be prepared from Tampa-based Carrabba’s Italian Grill locations.

 

Screenshot of Bloomin’ Brands’ virtual brand Tender Shack on DoorDash.

 

Other brands, such as Chicago-based Lettuce Entertain You Enterprises have also worked on new virtual restaurants by working with established brands like Whole30 and Bon Appetite magazine.

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