Deliveroo has turned Kitchenroo with the launch of the new Deliveroo Editions.
The food delivery start-up has created its own hub of six kitchens and invited some of Dubai’s best-loved restaurants to operate out of them to prepare meals that are just for delivery.
Deliveroo or Deliveroo Editions – what’s the difference?
Here in the kitchen pods, chefs can concentrate solely on orders for Deliveroo customers and get them from the menu screen to the inside of our bellies, in the least amount of time humanly possible. No tables, no waiters, no actual restaurant.
Some of the brands involved have also created their own spin-off concepts and menus that are completely unique to the Editions project, which went live in Hong Kong last month and launched in Dubai on 9th October.
So it’s fast, you have piqued my interest sirs, where do they deliver to?
The operation in JLT will be creating dishes that can be dispatched to addresses across JLT (obviously), JBR, JVT, Jumeirah Islands, The Palm Jumeirah, Dubai Marina, Media City, Internet City, knowledge Village, Emirates Hills, The Greens, The Meadows and Barsha Heights.
That’s a pretty big coverage area! What restaurants will be featured?
The restaurants involved were selected based on mind-boggling analytics and extensive market research to make sure they satisfy the whims of the consumers in the coverage area. The resulting A-listers are a combination of wholesome, healthy and indulgent cuisine options that represent some serious box-tickery and reach out to areas and eaters not have covered before.
Some of you may be aware of the great works of cow and seafood specialists Burger and Lobster, for example, which will now be accessible for the first time to many of these areas. Clinton St. Baking Company also made the cut, as thankfully did the healthy-eating outlet: Joga. The funky Pineapple Express join the roll-call along with guilt-free pizza specialists Pinza, and the clever people at Fraiche closing the class register with a resounding ‘mmm.’
This new platform is the first of it’s kind in the region, but the plan is to expand like some kind of delicious gourmet moss creature, with a second Editions site opening in Dubai in 2018.
OK, sounds good, I’ll bite, when does Deliveroo Editions open?
Literally right….. NOW, through the Deliveroo app and website.