Earl says that not every celebrity is made for a brand, and not all of them have a community. Could this be a national brand? Is it able to survive and thrive on its own? Is it good enough to stand the test of time? There’s also a talent litmus test. He also participated in several startups that gave him a broad understanding of the restaurant tech ecosystem.Įarl and his team ask several questions before recognizing a concept as viable. After graduating, Earl worked at talent management companies, where he gained a strong belief that creators could build brands and form a new industry. He acquired the first two by working in his father’s restaurants since he was 14 years old and by attending Boston University School of Hospitality Administration. The three main skillsets he uses for the job are hospitality, dealing with talent, and in-depth knowledge of technology. He oversees much of the day-to-day operations and helps create many new brands. He describes the partnership by quoting Isaac Newton, who once said, "if I have seen further, it is by standing on the shoulders of giants.” That’s how he views the expertise of his father and Giordano, whose credibility and knowledge help Virtual Dining Concepts make the right decisions.īut Earl carries his weight. Some examples of Virtual Dining Concepts’ work includes MrBeast Burger (with YouTube star MrBeast aka Jimmy Donaldson), Mariah’s Cookies (Mariah Carey), Guy Fieri’s Flavortown Kitchen, and Robert Irvine’s American Heroes.Įarl co-founded the company with his father, Robert Earl (founder of Planet Hollywood), and Trish Giordano, a longtime marketing executive with Earl Enterprises. “And just seeing people experience the product, whether it is a restaurant that we were able to help or a customer that enjoyed a meal and was surprised and delighted by it, that is probably my favorite part of what we do.” “I love the innovation that we're doing and bringing to the space,” Earl says.
It was formed in response to restaurants needing extra revenue. The company creates food and beverage concepts licensed to operators with additional kitchen capacity. Virtual Dining Concepts, founded in 2020 during the peak of COVID, intended to do the same. They carved out an outerwear sports category that “changed the very fabric of everything,” Earl says. One of his favorite stories is Patagonia founder Yvon Chouinard and The North Face founder Doug Tompkins being lifelong friends and going on road trips together.
Robbie Earl recognizes how rare it is to create a new category from scratch.
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