Guy Fieri, Mariah Carey And More Celebrities Launching A Ghost Kitchen Concept Celebrity chef Guy Fieri recently launched a new ghost kitchen concept called Guy Fieri's Flavortown Kitchen. He joins countless other celebrities looking to leverage their personal brand and popularity with a food concept. What Is A Ghost Kitchen? A ghost kitchen, interchangeable with a virtual restaurant , is a delivery-only restaurant specifically optimized for use on delivery platforms such as DoorDash Inc (NYSE: DASH ), Uber Technologies Inc (NYSE: UBER ) and others. Ghost kitchens exist in several forms. First, an established restaurant leverages its existing kitchen to create and launch a second menu through digital-only channels. Restaurants of all sizes can take advantage of the concept to open themselves to new markets and generate incremental sales. For example, when someone orders from Just Wings on DoorDash, the food is prepared in Brinker International, Inc.'s (NYSE: EAT ) Chili's kitchen by Chili's staff. Chuck E. Cheese is another example of a chain selling its own food …