Deliveroo uses its expertise to help restaurants create, test and bring to market new brands that are only possible due to the nature of online delivery.
The delivery company claimed that restaurants who launched Virtual brands have seen more than a 70% increase in revenues. Deliveroo Editions currently has 51 Virtual brands live across the platform internationally.
Another ten are launching in UK in the coming months.
Creating virtual restaurants allows existing restaurants to increase revenue and customers by offering new or complementary cuisines from their current kitchen, but under new branding. Restaurants use existing kitchen staff and chefs but are able to save on food costs and cut wastage.
A virtual brand appears as a separate restaurant on Deliveroo with a new identity driven by a new cuisine or menu offering. It means BBQ joints can launch Mexican menus, Greek restaurants can offer healthy protein bowls and pizza joints can deliver gourmet wraps.
Deliveroo Editions kitchens will provide an environment for a restaurant to test new food brands with minimal costs or risk. It will work as brand consultants offering restaurants access to data, research of food trends, details of culinary gaps and supports the brand with marketing support, testing and rapid consumer feedback.
CEO and founder of Deliveroo, Will Shu said: “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.
“At Deliveroo we are using our knowledge, data and insight to help restaurants launch new brands in Deliveroo Editions and from their high street kitchens.”
He added: “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.”