Deliveroo Launches Virtual Brands In Ireland

By Dave Simpson
Deliveroo Launches Virtual Brands In Ireland

Following its successful launch in other markets in recent months, Deliveroo has launched Virtual Brands in Ireland to help boost business for Irish restaurants and food businesses.

The idea behind Virtual Brands is that a restaurant can set-up and run a second or multiple food offerings from the existing premises. The new offering is run out of the same kitchen with food prepared by the same chefs, but under a different brand name.

The process for establishing a virtual brand sees Deliveroo partnering with restaurants from concept and design to brand launch. Firstly, Deliveroo analyses data to identify a gap in the local market for a particular type of cuisine. The food delivery firm then works with a restaurant partner to help develop a new brand and menu offering to meet this gap using the existing kitchen and team.

According to Deliveroo, in markets where it has already launched Virtual Brands, participating restaurants have recorded a 75% increase of 75% in order volume, with 84% of customers who order from the virtual brand claiming they have never ordered from the original restaurant menu.

"Delighted" To Launch In Ireland

Dan Warne, UK & Ireland managing director for Deliveroo, commented, "We are delighted to be launching Virtual Brands in Ireland, which will allow local restaurants to increase sales while offering customers even greater choice. Virtual brands have already helped restaurants across the globe, and we are excited to match this success in Ireland. We are able identify opportunities by analysing specific markets where popular cuisines are missing or under-supplied and where customer demand is increasing. Because of this, we expect to create hundreds of virtual brands in Ireland in 2019.


"The advantage for restaurants is the low risk and low cost involved in establishing a second brand using existing chefs, space and ingredients. It also gives restaurants and chefs a chance to test the market with new and exciting menus and dishes in real time."

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