Mariah's Cookies was developed in partnership with Virtual Dining Concepts and restaurateur Robert Earl, and it gives fans the chance to get Mariah Carey's own line of cookies delivered straight to their doorstep. Launching during the holiday season, Mariah's Cookies is a virtual brand that helps to make gifting easy—especially as Earl describes that "Mariah is synonymous with the holidays and celebration."
The cookies can be ordered in boxes of six or 12 containing year-round flavors like Chocolate Chunk, Triple Chocolate Chunk, Heath Bar, Lemon Cooler and Spiced Oatmeal Raisin or holiday favorites like Gingerbread, Pumpkin and White Chocolate Cranberry. There are also curated collections for those who want only Holiday Hits or to Try Them All.
As a virtual cookie brand, restaurants can license the name, then bake and sell the cookies out of their own kitchens.
Virtual Cookie Brands
Mariah's Cookies Delivers Mariah Carey's Treat Line Directly to Doorsteps
Trend Themes
1. Virtual Brand Licensing - Opportunity for restaurants to license popular brand names and sell products online.
2. Direct-to-consumer Delivery - Increasing demand for convenient delivery services that bring products directly to consumer doorsteps.
3. Curated Collections - Growing interest in curated sets of products that cater to specific preferences or occasions.
Industry Implications
1. Food Delivery - Disruptive innovation opportunity: Developing unique food delivery concepts that focus on branded virtual products.
2. Restaurant Licensing - Disruptive innovation opportunity: Creating networks or platforms to facilitate licensing agreements between established brands and restaurants.
3. E-commerce - Disruptive innovation opportunity: Building online platforms specifically designed for selling virtual or licensed products.