Deliveroo Hong Kong launches kitchen concept
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Deliveroo Hong Kong has launched a delivery-only kitchen so restaurants can work off-site and cater to more customers across the city.
Dubbed “Deliveroo Editions”, the kitchen concept is in Wan Chai and already caters for six restaurants on the Deliveroo platform. Each restaurant is allocated space in the kitchen, which Deliveroo has fitted out with stoves, fridges and cookware. This means that restaurants need only invest in manpower and ingredients needed.
In return, Deliveroo takes a commission from the orders placed with the restaurants on Deliveroo Editions.
Deliveroo Hong Kong GM Brian Lo says the company has amassed a trove of data on customer order preferences within each area. Based on this data, Deliveroo Editions can bring in restaurants for specific cuisines that are in demand. Restaurants working out of Editions can also use the data to determine if it makes commercial sense for them to open a secondary kitchen to serve another customer base.
“We have the actual big data to back up our assumption – we know what’s going to be successful or not within an area based on past buying patterns,” says Lo.
He says certain restaurants in Singapore and London that already work through Deliveroo Editions have seen their revenue increase by as much as 500 per cent.
Questions & Answers
Q.What is the primary purpose of Deliveroo Editions for restaurants?
What is the primary purpose of Deliveroo Editions for restaurants?
The concept allows restaurants to operate from an off-site kitchen, expanding their reach to more customers across the city without needing to invest in their own fully equipped secondary premises. They only pay for manpower and ingredients.
Q.How does Deliveroo select which restaurants to include in Editions?
How does Deliveroo select which restaurants to include in Editions?
Deliveroo uses its extensive data on customer order preferences in specific areas. This allows them to bring in restaurants offering cuisines that are currently in high demand within those locations.
Q.What kind of financial benefit have restaurants seen from using Deliveroo Editions in other cities?
What kind of financial benefit have restaurants seen from using Deliveroo Editions in other cities?
Restaurants operating through Deliveroo Editions in Singapore and London have experienced significant revenue increases. Some have seen their revenue grow by as much as 500 per cent.
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