Dive Brief:
- California Pizza Kitchen has partnered with Virtual Dining Concepts to offer the virtual brand Man Vs Fries at 118 CPK locations, the companies said Thursday in an email.
- Man Vs Fries will be available for digital and dine-in customers, with digital orders fulfilled by CPK. Menu items will include various burritos and cookie options, and dine-in guests will also have access to a secret menu, available upon request
- CPK is one of a handful of casual chains to add a virtual brand to its menu. Other companies such as Chili’s, Applebee’s and Red Robin have curtailed or ended those concepts. Denny’s has also been expanding its virtual brands and now offers three concepts.
Dive Insight:
As CPK looks to expand in the U.S. through franchising, the addition of a virtual brand could help attract more franchisees since the virtual brand could help boost weekly sales to as much as $6,000 per location.
CPK launched its domestic franchising program in 2021 and signed its first major franchise deal in the U.S. in 2024 for new units in Nevada and Utah.
Offering new menu items is part of CPK’s innovation strategy as well, and burritos would help diversify its menu of pasta and pizza. Last year it offered various strawberry and watermelon items during the summer in addition to offering six grab and grill pizzas at its restaurants. It also offered an LTO of Nashville-Style Hot Honey Pizza in late summer. Last spring, it offered the Tostada Pizza.
Virtual Dining Concepts acquired Man Vs Fries in 2024, adding to its lineup of nearly 10 concepts. Last year, it partnered with IHOP to add two virtual brands to IHOP locations. The company works with celebrities, influencers and pop culture icons to create menus with diverse cuisines. However, not all partnerships have been amicable. MrBeast Burger sued the company in 2023, claiming that poor customer experience and food quality was damaging MrBeast’s brand.
Man Vs Fries also partners with Friendly’s, On the Border Mexican Grill, Casa Ole, Monterey’s Little Mexico, Uberrito Fresh Mex and Tortuga Mexican Kitchen. It currently available at over 250 sites, according to its website.
