Deliveroo Editions brings delivery only restaurants
A Deliveroo Edition restaurant is not exactly your standard eatery.
For a start, there are no tables. Nor are there any printed menus or waiters.
And instead of a single kitchen, there are two cooking stations shared by seven different eateries.
It’s a totally communal offering churning out food orders for some of Melbourne’s most popular restaurants.
The target market here are those people who like to eat food from their favourite restaurant while sitting at home instead of being surrounded by strangers.
Deliveroo Editions is the first “delivery only” kitchen of its kind in Australia.
To access it, all people have to do is download the app, scroll through cafes and restaurants in their area which have partnered with the platform and are able to deliver to their area.
Foodies simply order, pay, wait, and the food arrives. It’s not complicated.
Restaurant partners that have taken it up include Sake and Three Blue Ducks in Sydney, as well as Messina gelato, Baby pizzeria, Chin Chin and even Melbourne burger kings 8bit.
The key part of the strategy here is that Deliveroo will bring different restaurants to a single bricks and mortar location and the food is cooked under one roof, and prepared for delivery purposes only.
The chefs are employed by the restaurant. Deliveroo handles the delivery.
“We invite restaurant partners to take up occupancy in these kitchens … they can contribute in terms of fit out, or they don’t have to and if they don’t, the commission is a bit higher,” CEO and co-founder of Deliveroo, William Shu, told news.com.au.
“They don’t rent a kitchen … our core business is we take a commission on each order. In this set up, these guys [restaurant owners] can choose to actually contribute capital for the build out, or they can say, ‘hey we don’t have that much money’ and we’ll front that and they will pay a slightly higher commission.”
by Leon Gettler, November 23rd 2017
