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UK leads the way with virtual brands that cook up new menus from incumbent kitchens

Will Shu, CEO and co-founder

Deliveroo has revealed it now offers 2,000 virtual restaurant brands on its platform in the UK, calling it an “industry milestone”. 

A virtual brand is an online only concept which allows restaurants of all sizes to create new bespoke menus for customers from their current kitchen, under new branding.

Through virtual brands restaurants can reach new customers but without the costs and risk associated with starting an entirely new venture, which would traditionally entail the cost of setting up a new premises on the high street.

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They also help to cut food waste by enabling restaurants to use the same ingredients for dishes on new virtual, delivery-only menus.

On Deliveroo, through virtual brands, restaurants can test new ideas and products to create delicious culinary experiences, leading to more and better choice for customers and stronger business growth for partner restaurants.

Deliveroo provides support every step of the way to make virtual brands a success, from concept design and development to delivery. This includes sharing the company’s knowledge, data and insights into building a successful virtual brand.

The result is that restaurants can understand where there are gaps in the local market, what are the most popular cuisine types and tailor virtual brands to meet customer demand, for example by using the best price points.

More than 1,200 virtual brands were added to the platform in the UK this year alone, with almost half of the virtual brands available from Deliveroo globally now based in the UK.

Virtual Brands launched with Deliveroo’s support achieve an average of 88% more revenue each week, according to Deliveroo’s figures.

The company also says that 84% of customers who order from a virtual brand haven’t previously ordered from the original restaurant menu, showing how the concept is driving custom to the mother brand.

Mother brand restaurants can enjoy an average of 75% in additional orders generated by adding virtual brands to their business, it claims.

Will Shu, CEO of Deliveroo (main image), said: “By helping restaurants develop new brands, Deliveroo is helping them to reach new customers and offer more choice and selection. We are committed to helping our partners grow their businesses and offer the widest, most exciting menus, and virtual brands do just that.

“These are completely new brands for delivery, run from restaurants’ existing kitchens. We work with chefs every step of the way to make virtual brands a success, from concept to delivery, sharing insights into what type of food customers want locally to helping with the design and launch of each brand.

“As Deliveroo seeks to become the definitive food company we want to be the partner of choice for restaurant partners, and that means offering these sorts of innovations to help them grow and develop while widening choice for customers.”

Top 5 performing virtual brands

– Motu Indian Kitchen

– Tasty Korea

– Out Fry

– Gym Food

– Poke by Tombo

Tags : Deliveroovirtual brands
Andrew Seymour

The author Andrew Seymour

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