Deliveroo brings its new kitchen concept to Dubai

Deliveroo has built six kitchens for restaurants whose delivery reach did not extend to "new" Dubai, and invited them to set up satellite bases

Deliveroo Editions purpose-built six kitchens. Courtesy Deliveroo
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Ever tried to order food only to find the restaurant of your choice doesn't deliver to your area? A bit disappointed, you probably shrugged it off and ordered from somewhere else. But what happens to all those unrequited searches? Well, someone has been watching and they kept a list.

Using such search data, Deliveroo identified an area full of hungry Dubai residents whose particular culinary tastes were not being satisfied. The urban village of Jumeirah Lake Towers is bustling with busy young professionals, and with easy access to surrounding areas like Barsha, JVC and The Greens, JLT was the perfect spot for Deliveroo to roll out its new concept.

Deliveroo Editions purpose-built six kitchens on behalf of those restaurants identified in search data, and invited them to set up satellite bases - all the restaurants have to do, is provide a chef, and the meals.

So if you live in JLT or the surrounding areas you will now be able to order from Burger and Lobster, Clinton St. Baking Company, Fraiche, Joga, Pineapple Express and PINZA!, all of which have rented one the six kitchens.

Hisham Samawi, Managing Partner of Clinton St. Baking Company said “We have been in Downtown Dubai for almost three years. We have had our sights on opening our restaurants in ‘New Dubai’ as there has been great demand for it, but the opportunity hadn’t presented itself, until now.

"When we found out that we had the chance to partner with Deliveroo Editions catering to the Marina, JLT, Meadows and Springs area, we found it to be a dream come true and immediately jumped at the opportunity.”

Anis Harb, General Manager of Deliveroo GCC, told The National the concept gave restaurants the opportunity to set up in a new area without the upfront costs it normally takes takes to open a new outlet. "It simplifies everything and allows the restaurant to deliver food in areas beyond their current range of access without having a high street premise," Harb says.

"A chef from the restaurant comes to the kitchen, he brings his food and his labour, he sets up, waits for orders and the orders get delivered to you." Branches of Deliveroo Editions have already been rolled out in London and Singapore and restaurants there have reaped the benefit. "Crust Bros (a London based Pizza company), who started out as a food truck, saw 250 per cent growth in their business and were able to open a bricks and mortar establishment within six months of using one of our kitchens," Harb tells us.

Deliveroo Editions will be able to deliver food from Burger and Lobster, Clinton St. Baking Company, Fraiche, Joga, Pineapple Express and PINZA! to the following areas: including JLT, Dubai Marina, JBR, Palm Jumeirah, Dubai Media City, Dubai Internet City, Knowledge Village, Barsha Heights, Emirates Hills, The Greens, The Meadows, Jumeirah Islands and JVT.


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