“We use some great real-estate companies, we have demographics on every restaurant, we look at median income, ethnicity, density and daytime population,” said Colonna on finding the right units of Norms to operate Zombie Burger Co. out of the kitchens. “Everything is a little crazy right now because of COVID, but there’s still some sound data out there.”

Colonna on the company’s brand statement and demographic: “Food comes first. You know, bold, innovation and edgy are some of the things that we use in our brand statement. And that's it. We will skew a little bit more to Millennials, Generation Z, maybe a little bit more male as well, because that’s what happens with burgers.”

The restaurant officially opened (online) on Oct. 19 serving six neighborhoods in Orange, Los Angeles and Rockland Counties in California.

“Transparency is so important when opening a virtual brand under an established brand,” said Colonna. Norms wanted to open Zombie Burger Co. as part of their larger brand while also establishing that they were two entirely separate concepts. None of the food from Zombie Burger Co. will appear on the menu at Norms or be served in a brick-and-mortar location but it is designed by the same team. And Colonna thinks it’s important to let consumers know that.