Add social media starts to the list of celebrities getting into the ghost kitchen business. Larray, a musician and content creator with nearly 40 million followers on TikTok, YouTube, and Instagram, has opened a virtual restaurant dedicated to Mac and cheese.
Now available via third-party delivery apps, Larrays loaded Mac gives the well-known comfort food a creative touch. The seven-part menu begins with the Classique four-cheese mixture; Other options are LBT (bacon, cherry tomatoes, rocket and two types of cheddar) and Feelin ‘Risky (pulled pork, crispy onions, fritos, barbecue sauce, cheddar). Prices range from $ 11-16.
“Some of my fondest memories of my childhood are making mac and cheese in the kitchen with my grandmother,” Larray said in a statement. “Her original recipe has always been a family favorite and inspired me to create Larray’s Loaded Mac. I’m really excited to share our favorite dish with fans and other Mac and cheese lovers. “
Larray has partnered with Virtual Dining Concepts to translate these family recipes and launch the project in cities across the country. In addition to Houston, Larrays Loaded Mac is available in Austin and Dallas, as well as Boston, Los Angeles, Chicago and more. Expect the company to add more content creators as partners in the future.
“We’re focused on partnering with digital-first talent by helping them create their own virtual restaurant brand,” said Robbie Earl, co-founder of VDC. “By tapping into the creator economy, we not only contribute to developing the personal brands of the influencers, but also help the restaurant industry to use the digital native community. The fact that Larray joins the virtual food space gives him another opportunity to engage his fans, this time with food deliveries in 30 minutes or less, and they will be part of something that means so much to him. ”
Houston is no stranger to celebrity-backed ghost kitchens. Chef David Chang’s Fuku came here in April and actor George Lopez brought his tacos in June.