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Fri 25th Oct 2019 - Exclusive: Deliveroo partners with Casual Dining Group to licence restaurant brand
Exclusive – Deliveroo partners with Casual Dining Group to licence restaurant brand: Deliveroo has trademarked its first virtual brand, Propel has learned. Roofoods, the parent company of Deliveroo, has trademarked the name Chicken On The Green after developing the brand in partnership with Casual Dining Group. Chicken On The Green went live across 25 Café Rouge sites in a trail this week and Propel understands it is part of Deliveroo’s plan to licence brands to restaurants. It’s believed Deliveroo is using its Editions sites to create and test brands before licensing them with its partners. As it develops further brands, it’s believed Deliveroo is likely to trademark those as well, although plans are believed to be at a very early stage. Propel understands Deliveroo has no plans to start opening standalone sites itself. Under the arrangement, Deliveroo and its restaurant partners, in this case Café Rouge and the team at Casual Dining Group, create a brand, test it and then licence it. As with any other contract with Deliveroo, the restaurant partner pays commission on orders fulfilled through the brand. A Deliveroo spokesman said: “We are using our knowledge and insight to help restaurants launch new brands. By helping to create brands and testing them in advance, Deliveroo is helping restaurants reach new customers and boost their businesses at reduced cost and risk. We work with chefs every step of the way to make virtual restaurants a success, from concept to delivery. The end result is great for restaurants and is helping to increase customer choice across the UK.” Richard Pryor, head of group food and beverage at Casual Dining Group, added: “We are always looking at meaningful ways to innovate and drive growth and sales. In this instance we have worked closely with Deliveroo to develop a delivery offer that is being trialled at 25 locations. We look forward to gauging how the concept lands with consumers.” Casual Dining Group operates a number of virtual brands, including Stack & Grill out of its Café Rouge estate. The company has also rolled out virtual brand Blazing Bird across 40 of its Las Iguanas sites and launched a further brand – Bang Bang Burritos – out of a similar number of restaurants. Casual Dining Group also operates virtual delivery brand Mac N Shack out of some of its Bella Italia restaurants, while it is understood another was recently added to its repertoire – hotdog brand Big Dog.


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