Sell Food Online With Deliveroo Virtual Brands

22 Feb 2019 | 08.35 am

Sell Food Online With Deliveroo Virtual Brands

Make better use of restaurant kitchen

22 Feb 2019 | 08.35 am

Deliveroo is launching its Virtual Brands innovation into Ireland having trialed the concept in other markets.

The idea behind Virtual Brands is that a restaurant or food entrepreneur can set up and run a second or multiple food offerings from the existing premises.

The new offering is run out of the same kitchen with food prepared by the same chefs, but under a different brand name.

The process for establishing a virtual brand sees Deliveroo partnering with restaurants, from concept and design to brand launch.

Deliveroo says it analyses data to identify a gap in the local market for a particular type of cuisine. Deliveroo then works with a restaurant partner to help develop a new brand and menu offering to meet this gap using the existing kitchen and team.

Deliveroo also helps launch the new brand on the platform and provides ongoing support using its knowledge and insights.

Deliveroo claims that in markets where Virtual Brands has been tried out, participating restaurants have seen an increase of 75% in order volume.

Eight out of ten customers ordering from the virtual brand have never ordered from the original restaurant menu, according to Deliveroo.

Dan Warne, UK & Ireland Managing Director for Deliveroo, commented: “We are able identify opportunities by analysing specific markets where popular cuisines are missing or under-supplied and where customer demand is increasing. Because of this we expect to create hundreds of virtual brands in Ireland in 2019.

“The advantage for restaurants is the low risk and low cost involved in establishing a second brand using existing chefs, space and ingredients. It also gives restaurants and chefs a chance to test the market with new and exciting menus and dishes in real time.”

Deliveroo operates in over 500 towns and cities in 14 countries.

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