Deliveroo launches first delivery-online kitchen in Melbourne

Internet Retailing

23rd Nov 2017

Deliveroo has launched Deliveroo Editions, its delivery-only kitchen concept, in Australia today.

The first site, located in the heart of the Chapel Street district, brings together seven well-known Australian restaurants in one space and enables them to widen their delivery territory without sacrificing food quality, or needing to invest in a new restaurant themselves.

They include Baby, Kong, DiDi Dumpling, Yubi, 8Bit, Up in Smoke and Messina, which are now able to reach customers living and working across Windsor, South Yarra, St Kilda, Richmond, Toorak and Prahran.

Multiple other sites are planned for launch across Australia throughout 2018.

“Deliveroo Editions enables us to raise the bar for the food industry, making good on our promise to create the world’s best food delivery experience for customers,” said Levi Aron, general manager of Deliveroo Australia.

“By partnering with some of Australia’s top restaurants – from unique independents to high-street favourites – we’re ensuring people have access to incredible food on demand. This is the biggest development in the market since Deliveroo first launched, and it’s just the beginning.”

Deliveroo conducted extensive market analysis to determine ‘missing’ cuisines in different areas, predict customer demand and handpick the restaurants that will be successful with Deliveroo Editions.

In future, the concept will also include an ‘incubator space’ for up-and-coming new chefs to launch a presence in the Australian food scene.

Deliveroo Editions in Australia comes after the successful launch of the platform across the UK, Europe and Asia, with some restaurants reporting more than 550 per cent increase in revenues and an approximate 10 per cent increase in delivery efficiency.

The concept aims to de-risk the restaurant business by allowing restaurateurs to save on the upfront capital cost of setting up new premises and avoid the hassle of long-term rental agreements, unpredictable customer demand and foot traffic.

Shayne McCallum and Alan Sam, owners of cult restaurants 8Bit and Up in Smoke, said they see Deliveroo Editions as an opportunity to enter new suburbs and reach more customers.

“Deliveroo Editions gives us the chance to push and grow our restaurant brands to new levels with excellent exposure,” said McCallum.

Gelato brand, Messina, has even created a range of exclusive treats, delivering five exclusive new products to Melbourne customers via Deliveroo Editions.

“It’s really exciting for us to be part of the first Deliveroo Editions site in Australia. It gives us a great opportunity to deliver custom products to our customers, whenever they want them. We’ve even made a range of five custom gelato items to celebrate – all handmade by the Messina team and using our house-made Messina chocolate,” said Declan Lee, co-owner of Messina.