The new launch on Hessa Street is globally Deliveroo’s largest Editions site yet
Deliveroo announces expansion of Editions UAE with a fourth site on Dubai’s Hessa Street
The new location is Deliveroo’s largest Editions site globally, with 12 super kitchens.
The fourth site will further support restaurants in serving new and existing customers after an excellent response from the market to the third Editions Hessa Site that was launched in 2019
Dubai UAE – Deliveroo, the leading 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.
Deliveroo Editions is the company’s revolutionary 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 – leaving them spoilt for choice in true Dubai fashion!
The new Deliveroo Editions site on Hessa Street will host a selection of sought after 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 a stellar response 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.
Restaurants
By design, the Editions concept is a delivery focused model that allows restaurants to expand their market into a new zone without investing in a brick and mortar location, so restaurants can expand with lower costs and lower risks. The concept proved to be immensely beneficial during COVID-19 when delivery became the focus of most restaurants. Restaurants use their own expert and highly passionate chefs, just as they do in their bricks and mortar restaurants, but with the help of Deliveroo’s kitchen infrastructure and rider network they are able to bring the same restaurant-quality dishes to more customers in new areas.
Riders With a greater selection of concepts launching on Hessa Street, more work will be created for riders, who will now be able to accept a wider range of orders while staying in the same area. With Editions
sites everything is optimised for delivery, increasing efficiency, improving delivery times and enabling riders to do more deliveries. A higher number of deliveries leads to a higher income for riders which showcases the opportunity that Deliveroo’s latest launch brings to the UAE economy. As per the 2020 Capital Economics Report, Deliveroo’s operations in the UAE support 5,100 jobs across the UAE economy; a number that is bound to increase as the company rolls out more launches like Editions across the market.
Anis Harb, GM, Deliveroo GCC, said: “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.”
Fadel Belmahdi, Head of Editions Middle East at Deliveroo said, “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.”
Belmahdi added, “Our Editions sites are optimised for delivery to ensure a consistent workflow. Our sites are street-facing so from an accessibility point of view they are easier for riders to pick up orders and help Deliveroo in living up to our promise of service guarantee. Our operations team which operates throughout the sites works closely with partners to ensure all deliveries dispatched from the locations are up to Deliveroo and partner standards. With an entire infrastructure in place dedicated to delivery, we ensure quicker dispatch and delivery times with the chance of minimal error which overall adds to customer experience and eventually loyalty. We continue to perfect this model everyday and are confident in the potential of our new site. We have a lot more in store for Editions in the UAE market. ”
Tamer Elkhayat, Co-founder at PINZA said, “Editions is the perfect hassle-free cloud kitchen structure to extend your delivery radius to new areas. Everything is well planned and thought out from kitchen design to dispatch. It’s a risk free platform to launch new virtual brands using your existing space and dealing with only one aggregator. Editions gives you peace of mind knowing that your customers are well taken care of from the second they place their order on the app to the time of delivery.”
Kito Tsoi, Owner of The Great Wall Chinese said, ”Being a Part of Deliveroo Editions thus far has been a great experience. It has been a pleasure to work with the professional and knowledgeable team who has helped The Great Wall increase our revenues, shorten delivery times to customers and expand our territorial coverage throughout the city. We look forward to delivering more goodness together.”
Daniel Pickin, Founder and Managing Director of Dans Home Food said, “It’s hard to believe how far we have come in our first year, thanks to our incredible customers, my amazing staff and the strong support from Deliveroo to make all of this happen. From starting out making pasties in my house to where we are now is quite incredible, it’s a dream come true”