Deliveroo launches kitchen concept to help restaurants expand delivery reach
The concept also allows restaurant owners to try out new ideas with lower start-up costs
Food delivery company Deliveroo has launched a delivery-only kitchen in Hong Kong, allowing restaurants to operate off-site kitchens that cater to more customer bases across the city.
Dubbed “Deliveroo Editions”, the kitchen concept is located in Wan Chai, and currently houses six popular restaurants on the Deliveroo platform.
Each restaurant is allocated an amount of space in the kitchen, which Deliveroo has fitted out with stoves, fridges and other cookware. This means that restaurants only need to invest in manpower and the ingredients needed, without the capital risks of renting their own kitchen space.
In return, Deliveroo takes a commission from the orders placed with the restaurants on Deliveroo Editions.
Brian Lo, general manager of Deliveroo in Hong Kong, said that the company had amassed a trove of data on customers’ order preferences within each area.
Based on this data, Deliveroo Editions can bring in restaurants for specific cuisines that are in demand, and restaurants who operate out of Editions can also refer to the data to determine if it makes commercial sense to open up a new kitchen to serve another base of customers that are normally out of its delivery range.
“We have the actual big data to back up our assumptions, we know what’s going to be successful or not within an area based on past purchasing patterns,” said Lo, adding that certain restaurants in Singapore and London which already operate out of Deliveroo Editions have seen an increase by as much as 500 per cent in revenue.