Deliveroo to create ‘virtual restaurants' to help kitchens trial concepts

Deliveroo is set to create "virtual restaurants" to help kitchens create, test and bring to market new brands.

The food delivery partner said it is trying to help restaurants increase their revenue and customer base by expanding their online delivery offerings.

It will help restaurants to set up delivery-only sidelines and aid their brand development, providing them with the means to trial new concepts without investment in bricks and mortar.

Will Shu, CEO and founder of Deliveroo, explained: "Virtual restaurants mean more great food for our customers. By creating new brands out of existing kitchens, restaurants can really boost their business and try new ideas without the need for expensive new premises."

Deliveroo Editions currently has 51 virtual brands live across the platform internationally and restaurants that launched virtual brands have seen more than a 70% increase in revenue, the company said. Another 10 virtual brands are set to launch in the UK this year.

A virtual brand appears as a separate restaurant on Deliveroo with a new identity driven by a new cuisine or menu offer.

Restaurants already offering a virtual brands through Deliveroo include: Bermondsey-based US barbecue specialist Texas Joe's, which created a Mexican virtual brand called Queso Dillo at the Whitechapel Editions kitchen; and Brighton's sushi specialist Moshimo, which has launched Moshimo Vegan and Poke by Moshimo.

Shu added: "We are using our knowledge, data and insight to help restaurants launch new brands in Deliveroo Editions and from their high street kitchens.

"We work with chefs every step of the way to make virtual restaurants a success from concept to delivery. The end result is great for restaurants and is helping to increase customer choice across the UK."

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