What changed for mukbang Burger’s rollout?

Mukbang Burger expands by taking over Ruby Tuesday kitchens

A delivery-only burger concept built around “eating for the camera” is going nationwide. Mukbang Burger is scheduled to take over more than 200 Ruby Tuesday kitchens across the U.S., effectively using existing restaurant kitchens to scale its menu and production.

The concept is modeled on mukbang, a Korean internet trend in which hosts eat on camera for an audience. In practice, that focus shapes more than branding—it drives the product format and how customers consume it. Instead of a traditional dine-in restaurant experience, customers order delivery, letting the food itself become the centerpiece of the viewing-and-eating culture.

For consumers, the most immediate change is access: locations tied to Ruby Tuesday’s existing footprint are being repurposed, so the concept can expand quickly without starting entirely new facilities from scratch. That matters for delivery speed, consistency, and menu execution across markets.

For the broader restaurant industry, the strategy signals continued pressure to optimize kitchen real estate and labor. Rather than building from the ground up, concepts can grow by “plugging into” kitchens that already have operational staff, equipment, and food-safety systems.

If you’re looking to try it, watch for Mukbang Burger availability in markets where Ruby Tuesday kitchens have been converted—those are the areas where the brand’s delivery-only model is likely to become easiest to access first.

In short: Mukbang Burger’s rollout is less about stand-alone restaurant openings and more about rapid scaling through repurposed Ruby Tuesday kitchen networks, built for delivery and a camera-centric food experience.