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Deliveroo launches shared kitchen in JLT

dubai - It will reduce overheads for restaurants and allow them to tap new markets

With the UAE's appetite for food delivery increasing, competition is heating up in this segment. Food delivery service Deliveroo launched a shared delivery-only kitchen concept in Dubai on Monday. Called 'Deliveroo Editions', the facility in Jumeirah Lakes Towers (JLT) offers kitchen space and equipment to restaurants to allow them to make deliveries in areas they do not have a physical presence in.

The JLT site is equipped with six custom-made kitchen spaces which can be used to prepare restaurant-quality meals. With minimal upfront costs, the restaurants can save significantly on overheads. Six restaurants have already signed up for this facility, including Burger and Lobster, Clinton St. Baking Company, Fraiche, Joga, Pineapple Express and PINZA!. They can whip up deliveries to customers in JLT, Dubai Marina, JBR, Palm Jumeirah, Dubai Media City, Dubai Internet City, Knowledge Village, Barsha Heights, Emirates Hills, The Greens, The Meadows, Jumeirah Islands and JVT.

"The idea is disruptive. We eliminate the high-risk upfront costs restaurants face when setting up a traditional brick-and-mortar store. We use data gathered from operating in the UAE for two years on what food customers want, when they want it and at what price points. We also facilitate restaurants to work on new menu concepts. They can do away with typical costs like fit-outs, insurance and key money," says Anis Harb, general manager of Deliveroo GCC.

Deliveroo provides restaurant partners with infrastructure - including kitchens, local marketing support and fleets of riders.

Deliveroo Editions opened in three to four sites in the UK last month. The London-based startup plans to open 200 such remote kitchen sites globally by the end of 2018 in Paris, London, Hong Kong, Singapore and Dubai.

"We are looking for new sites in the UAE to launch more central kitchens. We aim to launch up to five to six such sites by the end of 2018, including one in Abu Dhabi," adds Harb.

The delivery startup raised $385 million last month. "This capital will be used to launch Deliveroo Editions across the markets we operate in, expand Deliveroo in new markets and to hire senior technology executives," he explains.

Restaurants operating out of the JLT central kitchen performed trials over the weekend. Deliveroo claims the new concept will see delivery time reduced by 10 minutes. An average order on Deliveroo takes around 30 minutes for delivery.

"We are focused on the best selection of restaurants in an area, quicker delivery times and the most competitive pricing," adds the executive.
Deliveroo works with 600 riders and over 1,200 restaurant partners in the UAE.

- deepthi@khaleejtimes.com