Deliveroo is set to expand the number of delivery-only kitchens in unusual spaces – including car parks and shipping containers – moving the online company further towards owning property as it tries to keep pace with growing demand.
The food delivery company already has two sites up and running in London, with up to 20 kitchens planned to be in operation by the end of this year.
The company may also be planning up to 150 kitchen locations throughout the UK, according to reports in the Sunday Telegraph.
The company debuted what it calls its “Roobox” venture earlier this year, with kitchens in car parks and other unloved spaces, avoiding the need for investment in London’s expensive property market or building customer facilities.
While Deliveroo’s biggest brands include PizzaExpress, Wagamama, and Gourmet Burger Kitchen, the company has moved to position itself as a platform for start-up restaurants who lack capital.
Dan Warne, managing director of Deliveroo’s British operations, said: “These bespoke delivery-only kitchens are the perfect example of innovation at Deliveroo – it lets our restaurant partners scale to new sites at low risk, while creating amazing new choices for customers in areas that are crying out for a new type of food.”
Deliveroo recently held a funding round which valued it at over £1bn – earning it the much-coveted “unicorn” tag. However, its size and rapid growth have also caused some teething problems, after drivers protested at a change in pay conditions.
The company is also in a fierce battle for market share with rivals Uber Eats and Just Eat, which has led to attempts to differentiate itself – including a tie-up with beer company Heineken. Neither of its rivals own bricks and mortar locations.