Deliveroo has announced the launch of a revolutionary new service that will increase their reach in the food industry. Deliveroo Editions is a new platform that will enable hundreds of restaurants to reach customers without having a mortar-and-bricks presence.
Deliveroo Editions will function as pop-up kitchens that will temporarily be taken over by Deliveroo’s Premium restaurant partners, in order to be able to create and deliver to completely new suburbs or cities to which they haven’t previously had access. Deliveroo will provide the infrastructure, which will include bespoke kitchens, localised market support and delivery staff, to facilitate a restaurant’s launch of exclusive delivery menus.
By analysing their data, Deliveroo is able to identify specific cuisines that are absent in an area and then select the best restaurants to fill the customer need for that cuisine. This technology allows Deliveroo to predict which restaurants are most likely to succeed in each area, which greatly reduces the risk for restaurants. If a restaurant identifies a strong desire for their Editions delivery menu, they would be able to use that demand to potentially justify opening an edifice in that area.
The innovative venture gives restaurant owners a chance to launch, expand and test delivery-only offerings. It also provides consumers with the opportunity to eat food from restaurants that haven’t yet opened in their area, which is especially beneficial to rural Australians or residents in more sparsely populated cities.
“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 people have access to incredible food on demand,” said Will Shu, CEO of Deliveroo.
Deliveroo Editions will launch in Australia later this year. Australia is one of only five countries chosen to host the Deliveroo Editions concept. The international rollout of Editions comes after successful trials in the United Kingdom with leading restaurants. The trial created thousands more deliveries for local riders, in addition to work for over a hundred full time restaurant employees.
“This is the biggest development in the market since Deliveroo first launched,” Mr Shu said of Editions.
Deliveroo Australia currently has 2,500 vendors across the country, including big names such as Rockpool Group, Seagrass Hospitality, Nobu, Entrecote, and China Diner. Editions will increase the reach of these celebrated restaurants and create space for more growth in the restaurant industry.
Deliveroo’s innovative Editions venture follows a growing trend in technology services, that has been seen in Airbnb’s idea of building spaces to rent, toward establishing physical presences. The performance of Editions may give some insight into the future of this trend towards actualising technological services.
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