Deliveroo has launched Deliveroo Editions, a platform to enable restaurants to reach new customers in cities around the world, without having a high street premises.
It provides restaurant partners with the infrastructure – including bespoke kitchens, local marketing support and fleets of riders – that allows them to launch delivery-only menus catered to local tastes.
Will Shu, CEO of Deliveroo, commented: “Deliveroo Editions makes good on our promise to widen access to the world’s best food. By partnering with some of the top restaurants in the business – from unique independents to high-street favourites – we’re ensuring that people have access to incredible food on demand.
“By drawing on the unique technology that motors Deliveroo, we are able to identify gaps in the market and curate bespoke restaurant selections, meaning more choice for customers and the chance for our partners to scale. This is the biggest development in the market since Deliveroo first launched.”
Customers across the world will gain access to over 300 restaurants as Deliveroo Editions brings chefs and restaurateurs to new locations in cities across the world.
The first Deliveroo Edition will launch in the UAE later in 2017, with one of the first restaurant partners being Pinza, a locally grown concept that specialises in hand-kneaded pizza.
Tamer Elkhayat, managing director and founder of Pinza commented: “We decided to join Deliveroo Editions because it is an innovative concept and a great opportunity to spread our reach and make PINZA available to more areas throughout Dubai with quick delivery and great customer service.
“Being part of Deliveroo Editions is a no brainer – Deliveroo is making the dream come true. No headache in sourcing a location, licenses, drivers for delivery or sourcing kitchen equipment – Deliveroo is taking care of that and our part at PINZA is to ensure that we make this project a successful one.”
Deliveroo Editions gives restaurateurs the chance to launch, expand and test new innovations with delivery-only offerings, and are the result of extensive market analysis drawing on data available to Deliveroo.
Using its own technology, Deliveroo can identify specific cuisines missing in an area, identify customer demand for that missing cuisine, and hand-pick the restaurant brands that are most likely to appeal to customers in that area.
Deliveroo Editions will also mean customers who want access to food from restaurants that have yet to open in their town or city will be able to access their menus to enjoy at home – cooked by chefs employed and trained by the restaurants themselves.
The international roll-out comes after successful trials conducted in the United Kingdom with restaurants, new food start-ups and Michelin-starred restaurateurs.
The trial resulted in thousands more deliveries for local riders and work for over 100 full-time restaurant employees.