- One year on from its first site in Singapore, Deliveroo expands its innovative Editions service to a new location as it rolls the concept out nationally
Deliveroo, the on-demand food delivery service, has launched a new Deliveroo Editions site in CT Hub 2, Lavender with seven restaurant partners.
This national roll-out of Deliveroo's innovative delivery-only service comes one year after Deliveroo opened its first site and underlines Deliveroo's continued successful expansion across Singapore. Deliveroo raised almost $500m in 2017, pledging rapid growth in its Editions programme, which is now taking place in Singapore and other markets around the world.
A world first for Deliveroo at the Lavender site will be the 'click-and-collect' function, where customers in the nearby vicinity can choose to pick up their orders directly from the site, or can order whilst at the site and enjoy their meals in the site's dine-in space. For consumers who do, there is no delivery fee.
Deliveroo Editions is a revolutionary platform for the Singapore food industry. Editions sites host 'super kitchens', specially designed only for the cooking and delivery of specific cuisines. The kitchens are home to new, exciting and often totally unique restaurant brands. Deliveroo is passionate about food and wants to champion local favorites, taking them to new areas.
By being in Deliveroo's delivery-only super kitchens, restaurants are able to expand without needing a physical presence in the area, enabling restaurants to expand more easily and at lower cost to reach new customers. Restaurants use their own expert and highly passionate chefs, just as they do in their bricks and mortar restaurants, but thanks to Deliveroo they are able to bring the same restaurant-quality dishes to more people in more areas, faster.
Motored by its world leading technology, Deliveroo uses its insights to identify cuisine gaps in the local market and predict which restaurants will succeed in a specific area. This further helps restaurants as they can expand with greater insights and therefore lower risk in addition to taking very little capital risk.
For this new site in Lavender, Deliveroo has a list of partners who bring cuisines to meet local preferences. The partners, including Kurry Korner, Aloha Poke, Street of Saigon, Da Paolo Pizza Bar, Blu Kouzina, Wolf Burgers and Dosirak, offer hungry locals a diverse range of quality food, from Indian to Vietnamese to Hawaiian - all at great value.
Deliveroo founder and CEO, Will Shu, said:
"Deliveroo's delivery-only sites bring new, exciting and often totally unique restaurant brands to new local areas. Deliveroo champions local favourites and our super kitchens enable restaurants to expand, bringing their expert chefs and brilliant menus to local neighbourhoods. As experts in food ourselves, we want to support new and interesting restaurant brands while making sure people have access to the food they want, whenever and wherever they want it.
"Our focus has always been about creating the best food delivery experience for everyone. Our super kitchens give restaurant partners new revenue streams, bring new foods to customers' neighbourhoods and increase the earning potential for riders.
"As our competitors pack up and move out of Singapore, we are excited about our continued growth in the region, central to which will be our Deliveroo's delivery-only sites."
Virtual brands: helping restaurants to innovate
Deliveroo Editions CT Hub 2 also serves as a launch pad for F&B partners to introduce new menus and restaurant concepts that are exclusively available on the app. Deliveroo works hand in hand with partners to innovate beyond their single brand bricks and mortar business, trial virtual menus and then quickly adapt according to consumers' responses.
"Deliveroo Editions is changing the way that we operate by providing us with a platform to experiment with minimal risk, especially in Singapore's competitive environment where the setup cost is high. It also enables us to react very quickly to food trends. For example, customers can now opt to try our virtual menu, SOS Asian Bowls which is a grain bowl concept, on top of our usual fare," said Streets of Saigon Co-Founder, Jacinta Lee.
Creating virtual brands enable existing restaurants to increase revenue and customers by offering new or complementary cuisines under new branding. Restaurants use their existing Editions kitchen staff and chefs while cutting food costs and wastage, a significant challenge in the restaurant industry. A virtual brand appears as a separate restaurant on Deliveroo with a new identity rather than just extra menu items on an existing menu. It means BBQ joints launching mexican menus, greek restaurants offering healthy protein bowls and your favorite pizza joint delivering a gourmet sandwich selection.
Smarter work flow to improve operational efficiencies
Drawing from learnings from the first Editions site, Deliveroo has introduced new operational efficiencies, such as smarter kitchen designs that will allow restaurant partners to maximise productivity. For riders, the pick-up experience is more seamless through the introduction of an alert system on the app that lets both restaurant partner and rider know when an order is ready for collection at the site. This reduces the waiting time for customers, restaurants and riders.