Wagamama has joined Deliveroo Editions after being convinced that the delivery firm’s ‘dark kitchens’ model is an ideal way to grow its business.
From this week, customers in Battersea and Clapham will be able to order meals from Wagamama cooked and prepared at Deliveroo’s purpose-built, delivery only, “super kitchen” in Battersea.
The menu, chefs and taste will be the same as Wagamama customers are used to in-store, but prepared from kitchens specifically designed for delivery.
The tie-up is another feather in the cap for Deliveroo’s Editions model, a platform set up to enable restaurants to reach new audiences in cities around the world.
It provides restaurant partners with the infrastructure – including bespoke kitchens, local marketing support and fleets of riders – that allows them to launch delivery-only menus catered to local tastes.
Andre Johnstone, marketing director at Wagamama, said the chain regularly receives requests asking it to open restaurants in new areas and this partnership means it can now serve customers in Battersea and Clapham.
“We are strong believers in innovation at wagamama and our new delivery only kitchen in Battersea is another way in which we are using innovative ways to help our customers to enjoy our food,” he said.
Caleb Merkl, VP of Deliveroo Editions, added: “Wagamama is a firm favourite across the UK whether it be on the Deliveroo app or on the high street, so we’re delighted that Wagamama is joining the Editions family. This is great news for residents in Battersea and the local area and we look forward to our partnership with Wagamama going from strength to strength.”
Deliveroo works with over 10,000 of UK restaurants, using a fleet of more than 15,000 riders to provide delivery.
Earlier this year the company set up a £5m ‘innovation fund’ to invest in new chefs and restaurant concepts as part of a growth strategy underpinned by the ramping up of its so-called delivery-only super kitchens.
It added 51 new Editions super kitchens in 2017 in the UK, which took the programme to 74 kitchens in total. Further sites in London, Cambridge, Nottingham and Manchester are on the agenda this year.