Deliveroo's ‘virtual restaurants’ offer pubs extra revenue stream

By Nikkie Sutton

- Last updated on GMT

Money making: the delivery company claims 'virtual restaurants' will help pubs and restaurants boost revenue
Money making: the delivery company claims 'virtual restaurants' will help pubs and restaurants boost revenue
Deliveroo has revealed it is working with restaurants to create additional ‘virtual restaurants’ in its delivery-only ‘Editions’ kitchens.

The virtual restaurant appears as a separate venue on Deliveroo with a new identity, driven by a new cuisine or menu offering.

It said creating virtual restaurants allows existing operators to increase revenue and customers by offering new or complementary cuisines from their current kitchen, but under new branding. Deliveroo claims the venues use existing kitchen staff and chefs from pubs/restaurants but are able to save on food costs and cut wastage.

Economic pressure

What is Deliveroo Editions?

A pop-up, delivery-kitchen concept, which allows pubs and restaurants to have an extra style of cooking housed at a different venue, in addition to its on-site kitchen.

Deliveroo claimed at a time when restaurants and pubs have faced increasing economic pressures, the Deliveroo Editions kitchens provide the environment for a restaurant to test new food brands with minimal costs or risk.

Deliveroo works as a brand consultant, 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."

Working together

Deliveroo says:

  • Restaurants that launched virtual brands have seen more than a 70% increase in revenue
  • Deliveroo Editions currently has 51 virtual brands live across the platform internationally.  
  • Another 10 are launching in UK in the coming months

He added: “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.

“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.”

One restaurant is London-based business Texas Joe’s – a venue that has a menu offering a wide breadth of barbecue choices but has diversified through the creation of Mexican virtual brand, Queso Dillo at its Whitechapel Editions site, in east London.

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