Deliveroo launches fourth editions site in Dubai


July 1, 2021 | By RetailME Bureau

Deliveroo, the on-demand food delivery service in the UAE, has unveiled its fourth Editions site in the UAE. The new site is located on Hessa Street in Dubai and is 300m away from the third site that was launched in 2019. This is Deliveroo’s first Editions launch in 2021 in the UAE and is set to be the largest site globally.

“We’re delighted to launch our fourth Editions site in the UAE and bring a greater selection of food to customers in Dubai. Since our first Editions launch in 2017, Deliveroo has spearheaded the off-site, delivery-only kitchen space in the UAE. Editions kitchens have proven to be a great way to help our restaurant partners expand without the up-front investment. It is inspiring to see how much this market has grown since our first site and with this launch we aim to remain at the forefront of this industry,” said Anis Harb, GM at Deliveroo GCC.

Deliveroo Editions is the company’s platform for the F&B industry that brings better cuisine choices to customers across Dubai. As one of the first players in the UAE market to launch such a platform in 2017, Deliveroo has continued to grow and set trends in the cloud kitchen industry.

The new Editions site is equipped with 12 super kitchens that will host a range of partners as well as an evolving rotation of virtual brands, to bring a unique curation of dining choices to the delivery zones around Hessa Street. Dubai foodies situated in areas like Al Quoz, Arabian Ranches, Al Barsha South, JVC, Studio City, Sports City, IMPZ, Motor City, and Madinat Jumeirah will now access to an expansive selection of food.

“We at Deliveroo were some of the very first to invest in the ‘dark kitchens’ concept in 2017. We have only expanded our operations since then and the pandemic has further accelerated our plans for this space. Our other Hessa Street site is only 300m away from the new location. It is a true testament to the high demand for good selection in the area,”said Fadel Belmahdi, Head of Editions Middle East at Deliveroo.

The new Deliveroo Editions site on Hessa Street will host a selection of homegrown and international concepts that continue to make their mark in the dynamic F&B landscape of the UAE. Restaurant partners at the site include award-winning French fine dining favourite, La Serre that is venturing into the off-site kitchen space for the very first time. Joining them are PINZA!’s growing virtual concepts including Banh Mi by PINZA!, Gyroz by PINZA! and Puns. Other loved brands include Great Wall Chinese, Mythos Greek Kouzina, and Dans’ Home Food. Additional brands expected to launch at the site include; Nourish, Urth Caffe, and Simple Burger.

A growing number of residential and corporate developments continue to pop up around Hessa Street, making it a melting pot of consumer demand.  After responses from the market to the 2019 launch, Deliveroo is now prepared to deliver on the area’s growing demand with an added selection of restaurant partners. Results from the existing site in the area, proof of growing potential, and trust in Deliveroo’s infrastructure prompted some of the best brands in the city to sign up for a spot in the new Editions site.

In addition to bringing a bigger variety of dining choices to customers; the expansion is also designed to benefit restaurant partners as well as riders.

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