As noted, Cosmic Wings is an extension of Applebee’s and a partnership between several large brands. “Projections are placing the market cap for ghost kitchens at $1 trillion by 2030, even with the return of on-premise dining.”īut we do have other, admittedly modest concerns, besides the lack of beer. “Ghost kitchens are a great way for brands to quickly test new concepts without relying on the large build-out costs of the traditional methods,” says Nabeel Alamgir, a former casual dining CMO who recently launched Lunchbox, a service that helps restaurants reduce their dependence on third-party delivery companies that charge high commission rates (Lunchbox launched its first 100% cloud kitchen concept early in 2020 with Moonbowls of Salted). Given the big names behind the launch and the limited menu, the concept seems likely to succeed, at least in 2021. (A minor quibble: If you’re already working with Applebee’s and your focus is chicken wings … well, all I know is that the Applebee’s near me does takeout and delivery booze. That said, the sauce for Cosmic Wings is proprietary, and the brand also uses its own packaging with special ventilation to let out steam and keep the food crispy.
The food is actually prepped in Applebee’s kitchens, where Bulgarelli notes chicken wings are already the number-one appetizer.
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