- The new site will host popular brands from the UAE, including FOMO Burger, GO Greek!, GO Healthy!, Les Gallussettes, Burro Blanco, CALI-POKE, Acai & the Tribe and Friends’ Avenue Cafe.
- The fifth site will further help restaurants expand their reach in Mirdif and surrounding areas
Dubai UAE – Deliveroo, the leading on-demand food delivery service in the United Arab Emirates, has unveiled its fifth Editions location in Dubai. The new site, located in Mirdif, opens up a whole new range of neighborhoods for restaurants to expand their radius. It also offers, for the very first time, a selection of award-winning brands to customers in the region.
Deliveroo Editions is the company’s revolutionary platform for the F&B industry that brings a diverse range of cuisine choices to customers in Dubai. As one of the first UAE market players 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 10 super kitchens which 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 areas around Mirdif. Dubai foodies located in areas like Mirdif, Al Mazhar, Al Khawaneej, Dubai International City, Dubai Festival City, Al Warqaa and Dubai Airport Free Zone can now place orders for some of their favorite brands on Deliveroo – leaving them the spoiled for choice in real Dubai fashion!
The new Deliveroo Editions site in Mirdif will host a selection of sought-after local and international concepts that continue to make their mark in the UAE’s vibrant F&B landscape. Partner restaurants on site include local concept, FOMO, which is venturing into the offsite cooking space for the very first time. Joining them are virtual concepts GO! Greek and GO! Healthy from the award-winning Cloud Restaurants portfolio. Other popular brands include Les Gallussettes, Burro Blanco, CALI-POKE and Friends’ Avenue Cafe.
An increasing number of residential and commercial developments continue to appear around Mirdif, making it a location that continues to create more demand and still fails to serve some of the city’s most desirable concepts. Results from the 4 existing editions in Dubai, evidence of growth potential close to the airport and confidence in Deliveroo’s infrastructure have prompted some of the city’s best brands to apply for a place on the new Editions website.
In addition to bringing a greater variety of dining choices to customers; the expansion is also designed to benefit catering partners as well as passengers.
By design, the Editions concept is a delivery-focused model that allows restaurants to expand their market into a new area without investing in a physical location. The concept proved extremely beneficial during COVID-19 when delivery became the focus of most restaurants. The restaurants use their own expert and very passionate chefs, just as they do in their traditional restaurants, but with the help of Deliveroo’s kitchen infrastructure and network of riders, they are able to bring the same dishes quality restaurant to more customers in new areas. .
With a greater selection of concepts launched in the residential neighborhood of Mirdif, more work will be created for runners, who will now be able to accept a wider range of orders while staying in the same neighborhood. Editions sites, by design, are optimized for delivery, increasing efficiency and improving delivery times. Higher numbers of deliveries lead to higher revenue for passengers, showing the opportunity Deliveroo’s latest launch brings to the UAE economy.
Anis Harb, Vice President, Managing Director of Deliveroo Middle East, said: “We are delighted to offer customers a greater selection of restaurants and exclusive dining partners in a key Dubai location with continued growth potential. Since launching our first editions in 2017, Deliveroo has spearheaded the offsite kitchen space for delivery in the United Arab Emirates. Editions kitchens have proven to be a great way to help our restaurant partners grow without the upfront investment.
Fadel Belmahdi, head of Middle East publishing at Deliveroo said, “Le Mirdif, with its dense residential population, offers an excellent opportunity for our restaurant partners to extend their radius and target families who often order larger baskets. Our new site is a mix of long-lasting publishing brands as well as exciting new brands – all of which have come together to bring their best-selling items to a whole new audience via Mirdif publishing. With the launch of this new site, we are one step closer to our goal of truly improving the value proposition of our customer experience through better restaurant selection and operations in select watersheds.
Editions sites are optimized for delivery to ensure a consistent workflow. All sites face the street, so from an accessibility perspective, it’s easier for passengers to take orders and help Deliveroo deliver on its service guarantee promise. The operations team operating at all sites work closely with partners to ensure that all deliveries dispatched from sites meet Deliveroo and partner standards. With a complete infrastructure in place dedicated to delivery, they ensure faster shipping and delivery times with minimal risk of error, which overall adds to the customer experience and ultimately loyalty.
Deliveroo is an award-winning delivery service founded in 2013 by William Shu and Greg Orlowski. Deliveroo works with over 170,000 of our most popular restaurant and grocery partners, and over 190,000 riders to deliver the best food delivery experience in the world. Deliveroo is headquartered in London and has offices around the world.
Deliveroo operates in 11 markets, including Australia, Belgium, France, Hong Kong, Italy, Ireland, the Netherlands, Singapore, United Arab Emirates, Kuwait and the United Kingdom.