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Thu 25th Oct 2018 - Deliveroo opens 1,000th virtual restaurant, eyes 2,000-site milestone by mid-2019
Deliveroo opens 1,000th virtual restaurant, eyes 2,000-site milestone by mid-2019: Deliveroo has launched its 1,000th virtual restaurant, at a Jamie’s Pizzeria in Taiwan, and said it expects to pass the 2,000-site milestone by mid-2019. The delivery company said increasing numbers of restaurants were choosing to launch virtual offers to help drive revenue at a time of increased cost pressures. Deliveroo said virtual restaurants allowed companies to attract more customers by offering new or complementary dishes from their kitchen but under new branding. It also allowed them to offer bespoke menus without needing to invest in new supply streams or property. A virtual brand appears as a separate restaurant on Deliveroo with a new identity driven by a new cuisine or menu offer. There are now more than 400 virtual restaurants on the Deliveroo platform in the UK since the initiative launched in the country last year. The delivery company pointed to Bristol-based, dirty burger brand Oowee Diner, which trialled a vegan virtual brand in Deliveroo Editions, London. Following its success, the owners decided to turn the virtual brand into a bricks and mortar restaurant in Bristol. Deliveroo vice-president of special projects Caleb Merkl said: “Virtual restaurant brands are just one example of how we’re using technology to support our 50,000 restaurants globally.” The Taiwan opening saw Deliveroo enter its 13th global market.



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