Deliveroo deploys field kitchens in Dubai

Deliveroo has launched Deliveroo Editions, a platform that will enable hundreds of restaurants to reach new customers in cities around the world, without needing a central location.

The roll-out will see Deliveroo providing restaurant partners with an infrastructure including bespoke kitchens, local marketing support and fleets of riders that allows them to launch delivery-only menus catered to local tastes.

Deliveroo Editions gives restaurateurs the chance to launch, expand and test new innovations with delivery-only offerings, and are the result of extensive market analysis drawing on the unique data available to Deliveroo.

Deliveroo Editions will also mean customers who want access to food from restaurants that have yet to open in their area will be able to access their menus to enjoy at home – cooked by chefs employed and trained by the restaurants themselves. Deliveroo says that it can identify specific cuisines missing in an area, detect customer demand for that missing cuisine, and hand-pick the restaurant brands that are most likely to appeal to customers in that area.

The first Deliveroo Edition will launch in Dubai’s JLT neighbourhood later this year with home-grown pizza concept Pinza announced as one of their first restaurant partners.

Pinza managing director and founder Tamer Elkhayat commented: “Our experience working with Deliveroo has been a phenomenal one; we launched almost at the same time and grew our market share together. We work very closely with Deliveroo on coming up with different ideas on how to ensure our customers are happy. We decided to join Deliveroo Editions because it is an innovative concept and a great opportunity to spread our reach and make Pinza available to more areas throughout Dubai with quick delivery and great customer service. Being part of Deliveroo Editions is a no brainer – Deliveroo is making the dream come true. No headache in sourcing a location, licenses, drivers for delivery or sourcing kitchen equipment – Deliveroo is taking care of that and our part at Pinza is to ensure that we make this project a successful one.”

The international roll-out comes after successful trials conducted in the United Kingdom with leading restaurants, new food start-ups and Michelin-starred restaurateurs. The trial resulted in thousands more deliveries for local riders as well as work for over 100 full-time restaurant employees.