In an industry reshaped by the pandemic, two cult-favorite Midwestern restaurant brands—Big Boy Restaurants and Mediterranean concept Olga’s Kitchen—have found a way to redefine the concept of ghost kitchens.
Through a strategic partnership, Olga’s operates as a virtual brand inside 10 Big Boy locations, providing a unique dining experience for customers while bolstering both brands’ market presence. Ryan Jones, Olga’s VP of operations, said the partnership exemplifies how established concepts can thrive in the rapidly evolving landscape by using innovative approaches.
“Coming out of COVID, a lot of people were making brands up out of thin air. Some got a little traction but eventually faded away. We knew we had an opportunity because we have demand in areas, particularly in the Midwest, where we don’t have brick-and-mortar locations,” Jones says.
Recognizing the consumer demand for Olga’s offerings, such as its signature Snackers and fresh pita sandwiches, the brand sought partners with established infrastructure to help reach untapped markets. Big Boy emerged as the perfect collaborator.
To properly integrate Olga’s into Big Boy locations, the menu had to be streamlined. Jones and his team looked at product mix and went with the top-selling items. Limiting the virtual brand to those choices keeps the menu easy to execute.
Once locations were selected, Olga’s Kitchen deployed its digital marketing tools to spread the word. The sit-down chain has 250,000 loyalty members, and it can segment email campaigns to specific areas. Between its website, social media, and targeted emails, the brand has a whole playbook of how to build awareness.
To order from a virtual kitchen, guests open a delivery app (DoorDash, GrubHub, Uber Eats) and search “Olga’s Mediterranean Kitchen” or order directly from Olga’s website.
For Big Boy, the partnership with Olga’s fit seamlessly into its host kitchen strategy, which had already proven successful with brands like Mr. Beast and Wow Bao. It offers the chain a way to maximize existing resources, boost sales, and deliver more value to employees. The partnership also appeals to a broad customer base, with parents gravitating toward Big Boy’s classic items and younger generations opting for Olga’s products. This cross-generational appeal has helped both chains extend their reach.
“What drew us to Olga’s the most is it’s a very recognizable brand, especially here in Michigan where the bulk of our stores are located,” says Frank Alessandrini, VP of operations for Big Boy.
Big Boy relied on historical data—DoorDash sales, carryout sales, etc.—to make sure there was demand in the community. It also evaluated its operations to understand whether it could handle adding another brand without impacting core offerings.
The collaboration has been well-received by customers.
“When we did this partnership, I went to a family party, and the first thing wasn’t even, ‘Hi Frank, how have you been?’ It was, ‘Can I get Olga Snackers at Big Boy now? Is this true?’” Alessandrini recalls.
While the host kitchen model offers numerous advantages, it’s not without obstacles. Both brands leveraged their experience to create a smooth rollout.
“We have the unique perspective at Olga’s where we actually have a host kitchen within our own stores, so we understand the challenges on both sides,” Jones says. “When we partner with someone like Frank, who’s already experienced in this space, it makes the process much easier.”
Virtual brands soared in popularity during the pandemic as countless restaurants were forced to rethink their off-premises strategies. For instance, in June 2020, Chili’s launched delivery-only brand It’s Just Wings across its U.S. restaurant fleet. Later, parent company Brinker International added a virtual concept for sister brand Maggiano’s as well. Applebee’s rolled out a Cheetos wings virtual concept too.
But like many others, these virtual kitchens began to lose steam as customers filled dining rooms again. In Chili’s case, it incorporated It’s Just Wings into the in-restaurant menu. Maggiano’s discontinued its virtual brand, as did Applebee’s.
However, as Ryan explains, Olga’s is an already recognizable brand being packaged as a digital-based concept; it’s not a menu created as a bridge or short-term fix. Alessandrini agrees, adding that operating virtual brands is still a viable business. But who you team up with matters significantly.
“Consumer trends, especially since the pandemic, have changed. People are looking more to apps like DoorDash and carryout models,” Alessandrini explained. “But the key is partnering with real brands that have staying power. We’re not targeting fads—we’re looking for long-term partners like Olga’s.”
The partnership is poised for further growth. Jones emphasized focus on Ohio, Illinois, and additional areas in Michigan, where the demand for Olga’s is strong.
“We’re always looking for partners in these regions. We’ve got the brand equity, the distribution figured out, and we know how to get it off the ground with relative ease,” Ryan says.
“If you’re a real brand, and you find the right partner, it’s as simple as people know your product, they want your product, and you’ve got to partner with somebody to bring it to them,” he adds.
