Grubhub just added another virtual restaurant concept to what’s quickly becoming a string of them for the third-party delivery service. Today, the company announced a partnership with NYC-based fast-casual chain Just Salad to launch a virtual restaurant called Health Tribes. Starting today, the Health Tribes menu is available exclusively for delivery and pickup orders placed via Grubhub or Just Salad apps and websites, according to a press release sent to The Spoon.
The overall concept of Health Tribes is around today’s most popular diet plans such as vegan, gluten-free, Paleo, and Keto. The virtual restaurant claims it will help customers more easily find delivery meals that meet those specific criteria eating needs and/or preferences.
It’s not clear in the press release if the meals will be made onsite at Just Salad locations or if Grubhub will use ghost kitchens for production, as it’s done with other virtual restaurants.
Health Tribes isn’t the first nutrition-focused delivery-only concept for Grubhub. The company teamed up with the Whole30 brand and restaurant company Lettuce Entertain You in August to launch a delivery-only restaurant based on the Whole30 diet. In the case of that “restaurant,” all food is made in a ghost kitchen run by Lettuce Entertain You.
Ditto for Grubhub’s other virtual restaurant concept, which it also runs in partnership with Lettuce Entertain You along with magazine-turned-digital food brand Bon Appétit. Bon Appétit Delivered, as it’s called, offers gourmet meals created by the folks at the Bon Appétit Test Kitchen.
Both that and the Whole30 concept are currently only available in Chicago. The Just Salad collab will be more widely available, as the chain has over 50 locations throughout Chicago, NYC, Philadelphia, and other cities.
Health Tribes more or less confirms the idea that these digital-only concept restaurants are going to become a regular staple of Grubhub’s offerings. With ghost kitchens becoming more commonplace in the food world, third-party delivery services need to find new ways to differentiate themselves. Grubhub isn’t the only service trying ghost kitchen restaurants: Both Uber Eats and Deliveroo are testing out concepts as well. Where Grubhub stands apart slightly is with its focus on building virtual restaurants around specific diets and with food brands that aren’t necessarily restaurants. Expect that to be something we’ll see much more of from Grubhub in future.