Egg N Bird, a fast-casual concept known for its bold breakfast and chicken-forward menu, saw an opportunity to maximize its kitchen operations and reach new guests without building new stores. The result? A new virtual restaurant brand (VRB)—FOMO Fries—created exclusively for third-party delivery platforms like DoorDash and UberEats.
By launching this delivery-only concept, Egg N Bird introduced a craveable, delivery-optimized menu under a new brand identity, serving up fresh offerings while using the same kitchens, staff, and digital systems already in place.
Egg N Bird didn’t need to reinvent the wheel—they just needed a way to drive incremental sales using the infrastructure already in place. But building a successful VRB requires more than just a clever name and a menu of fries.
The team needed a partner to:
It was a high-impact opportunity—but one that required precision and speed.
To bring FOMO Fries to life, Egg N Bird turned to 5&5 as restaurant technology experts to guide every phase of execution—from back-end setup to third-party activation.
Menu & POS Integration — 5&5 worked closely with Egg N Bird to develop a delivery-optimized menu that fit the FOMO Fries brand while aligning with kitchen capabilities. Our team ensured each menu item was properly linked to the POS system—mapped to the right categories, modifiers, and reporting groups. This allowed for accurate sales tracking, streamlined reporting, and seamless coordination across multiple brands sharing the same system. Our team also ensured backend consistency to support scalable operations and staff ease-of-use.
Third-Party Platform Activation — To get FOMO Fries up and running on delivery apps, 5&5 managed the full third-party integration process using Olo’s Rails model. We configured vendor setups, built out storefronts, and connected all platforms—including DoorDash, Uber Eats, and GrubHub—so orders could route directly through existing channels. Our team also handled the behind-the-scenes coordination with each delivery partner to ensure storefronts launched smoothly, with no disruption to Egg N Bird’s core business.
End-to-End Testing — Before launch, we ran extensive cross-platform testing to validate the full order journey. That meant placing test orders on each delivery app, confirming that items displayed correctly, modifiers functioned as expected, and orders flowed into the POS without errors. We tested multiple scenarios to ensure consistency across order types and flagged any misalignments—so that when launch day came, everything was dialed in.
Operational Efficiency — One of the biggest advantages of FOMO Fries was its ability to run on what already existed. 5&5 helped Egg N Bird operationalize the brand using the same kitchens, labor, and equipment already in use—without any additional overhead. By embedding virtual brand workflows into existing operations, we turned unused capacity into a new revenue stream, while keeping processes simple and staff training minimal.
Areas of Support
What started as an idea to boost revenue became a strategic win for Egg N Bird. With support from 5&5, the brand launched a delivery-only concept that:
Egg N Bird didn’t just launch a new VRB—they built a playbook for digital growth.
From POS setup to marketplace activation, 5&5 helped Egg N Bird bring FOMO Fries to life without friction. Their deep knowledge of virtual brand workflows, third-party integrations, and restaurant operations meant Egg N Bird’s team could stay focused on what they do best—delivering great food and guest experiences.
Let’s talk about how your team can unlock new revenue without reinventing operations with a few extra (expert) hands from 5&5.
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