Michelin Guide Restaurant 3Fils has signed an exclusive partnership with Deliveroo to expand its delivery-only concept, Kanji, exclusively on Editions. Launched in 2021, Kanji is the delivery-only concept of award-winning homegrown restaurant 3Fils which was previously only available in Business Bay, DIFC, Al Wasl, and Zaabel. Now available from Deliveroo Editions, Kanji’s menu items have become more accessible to lovers of the award-winning Japanese restaurant. Through the partnership between Deliveroo Editions and 3Fils, Kanji is now available in areas such as Arabian Ranches, Emirates Hills, Dubai Marina, JLT, Media City, JVC, and Motor City amongst others. Marking the exclusive launch on Deliveroo Editions, the delivery concept has also introduced two new menu items, Ebi Nigiri and Tako Nigiri in the Tokyo Box.
Deliveroo Editions is the delivery service’s revolutionary platform that facilitates the expansion of both established and up-and-coming F&B brands through its strategically located cloud kitchens.
As one of the first players in the UAE market to launch delivery-only kitchens in 2017, Deliveroo Editions has become a trusted solution for restaurants to chart out growth and continues to set trends in the cloud kitchen industry. The leading on-demand food delivery service in the UAE has successfully launched multiple Editions Sites in Dubai, to enable leading and emerging F&B concepts chart out asset-light growth in new geographical areas.
Speaking about the exclusive partnership, Balakrishna Pillai, Commercial Head of Editions Middle East at Deliveroo said, “We are delighted to have Kanji by 3Fils as an exclusive partner for Deliveroo’s Editions. To have a Michelin Guide restaurant like 3Fils choose to expand without a brick & mortar outlet, is a testament to the cost effective nature of our cloud kitchens and the region’s growing demand for delivery-only concepts.
There is a lot of untapped potential in the restaurant industry in the Middle East and Deliveroo, through our platform and our Editions kitchens, facilitates cost-effective and profitable growth for both international and homegrown brands. With every exclusive partnership with a loved F&B brand, we enhance our value proposition to customers by offering a wider selection of cuisines and brands across more areas.”
Ahmed Saleh, CEO of 3Fils said, “Following the launch of Kanji, the delivery-only concept of 3Fils in 2021, we were overwhelmed with the positive response from our loyal customers. The increased demand from our customers located outside our delivery areas led us to look for a partner to facilitate our growing needs. For such a pioneering undertaking, we wanted a trusted partner who we could rely on for an established delivery network and excellent infrastructure. In our strategy to reach a wider customer base, we are excited to partner with a trusted name like Deliveroo and ensure our guests enjoy the best Japanese food in Dubai whenever they like.”
By design, the concept of Editions is a delivery-focused model that allows restaurants to expand their market into a new zone without investing in a brick and mortar location. The concept proved to be immensely beneficial during COVID-19 when delivery became the focus of most restaurants. With the help of Deliveroo’s kitchen infrastructure and rider network, F&B concepts are able to expand their reach and bring the same restaurant-quality dishes prepared by their own expert chefs to more customers in new areas.