Deliveroo’s Editions ‘pop ups’ programme is helping exciting street-food brands reach thousands of new customers, giving them the chance to grow the business and potentially becoming a permanent presence on Deliveroo Editions.
The first ‘pop-up’ initiative launched in late February, with four food start-ups setting up at Deliveroo’s Canary Wharf Editions site. They are available on Deliveroo for 12 weeks. The programme will be rolled out across Editions sites around the country, with the most popular brands being given the chance to become a full-time Editions partner.
This is the next phase in Deliveroo’s Editions programme, which brings new food experiences to local neighbourhoods. The delivery-only Editions kitchens has already helped restaurant brands grow and expand into their own bricks and mortar sites.
Opening a new restaurant or expanding can require a capital investment of £250,000 upfront. Coupled with a lack of suitable restaurant sites across London and the inherent risks of scaling up, too many brands serving great food are never able to expand to the next level.
Editions ‘Pop-ups’ wants to give street stalls the same opportunity to expand without the initial risk of setting up on the high street. Deliveroo is using its scale and expertise to help budding new chefs reach new customers, improve their menus and use top of the range kitchens.
Two of the four brands are vegan, recognising the growing demand for quality vegan food across London.
The first four brands to launch as part of Pop-ups:
SpiceBox – plant-powered Indian – already has a cult following, described as life changing curry by Time Out and with a “must follow” vegan instagram account. Grace Regan, a vegan entrepreneur operates at KERB Camden and these vibrant veg curries are not only delicious, but part of a sustainable future.
Vegan Matcha Burger Bar – vegan only matcha burgers – a new vegan-only brand founded by a michelin trained chef and fitness obsessed personal trainer wanting to introduce London to their healthy, bright green burgers.
Kabab – gourmet Mediterranean kebabs – hailing from a food stall in Shoreditch these luxury kebabs are made with free range, organic meat mixing spices and flavours from across the world. Founded by Phil Hinitt, a Kiwi with a healthy addiction to the barbecue who swapped the corporate world for the street food scene last year.
SuBuSake – Premium Japanese fusion – two foodies set out on a global culinary adventure and returned home with a big idea. SuBus are jars with layers of sushi rice, fresh sashimi, vegetables, toppings, and sauce.
Commenting, Will Shu, Founder and CEO of Deliveroo, said: “Our aim behind Pop-ups is simple, allow our customers to get amazing street food, delivered. It’s awesome that through Editions we will be able to bring people great new choices while helping new brands take the next step in their food journey. Starting a business is tough but Deliveroo will be able to help these talented new chefs showcase great food over the 12 weeks they are with this, and hopefully allow some of these fantastic brands become regular features on our Editions range.”