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There have been several stories out there about how Hooters is teaming up with NASCAR driver Chase Elliott on a new virtual chicken format that will deliver a variety of poultry dishes via Grubhub, DoorDash and Uber Eats.

The items will be delivered from some 196 Hooters locations around the country, but will not be available in those restaurants.

The name of the ghost kitchen brand:  Chase Elliott's Chicken Tenders.

KC's View:

I continue to believe that this is an interesting business model - using existing kitchens in restaurants to create new brands, and then using e-commerce to test their viability.  One can imagine that if this concept takes hold, the next step would be to create physical locations that can build on already-established brand equity.

Though I have to admit that I'm not sure what Chase Elliott's chicken connection is.

Hard to figure out why a brand like Hooters would come up with a new chicken concept and not call it Legs & Breasts.