2,000 Virtual Restaurant brands now available on Deliveroo


  • Deliveroo celebrates reaching new milestone of 2,000 virtual restaurant brands across the UK, working with 1,200 restaurant partners
  • The number of virtual brands available in the UK rose by 150% this year alone
  • Since January 2019, orders from virtual brands have soared by 220%
  • Deliveroo operates virtual brands in all 13 of its global markets. Almost half the total virtual brands are available in the UK
  • This comes as Deliveroo announces that it now works with over 30,000 restaurants in the UK

Deliveroo, the leading British food delivery company, now offers 2,000 virtual restaurant brands on its platform in the UK - an industry milestone.

A virtual brand is an online only concept which allows restaurants of all sizes to create new bespoke menus for customers from their current kitchen, under new branding.

Through virtual brands restaurants can reach new customers but without the costs and risk associated with starting an entirely new venture, which would traditionally entail the cost of setting up a new premises on the high street. They also help to cut food waste by enabling restaurants to use the same ingredients for dishes on new virtual, delivery-only menus.

On Deliveroo, through virtual brands, restaurants can test new ideas and products to create delicious culinary experiences, leading to more and better choice for customers and stronger business growth for partner restaurants.

Deliveroo provides support every step of the way to make virtual brands a success, from concept design and development to delivery.  This includes sharing the company's knowledge, data and insights into building a successful virtual brand.

The result is that restaurants can understand where there are gaps in the local market, what are the most popular cuisine types and tailor virtual brands to meet customer demand, for example by using the best price points.

Deliveroo is building its virtual brand portfolio around the world:

  • More than 4,500 virtual brands are now available from Deliveroo around the world;
  • More than 1,200 virtual brands were added to the platform in the UK this year alone;
  • Virtual Brands launched with Deliveroo's support achieve 88% more revenue each week, on average;
  • 84% of customers who order from a virtual brand haven't previously ordered from the original restaurant menu, showing how virtual brands are driving custom to the mother brand;
  • Mother brand restaurants can enjoy an average of 75% in additional orders generated by adding virtual brands to their business.

The top five performing virtual brands are: Motu Indian Kitchen (4 locations), Tasty Korea (3 locations), Out Fry (6 locations), Gym Food (4 locations) and Poke by Tombo (2 locations).

This comes as Deliveroo reveals that it now works with over 30,000 restaurants across the UK, underlining the growth of the company in recent months in the UK.

Will Shu, CEO of Deliveroo said:

"By helping restaurants develop new brands, Deliveroo is helping them to reach new customers and offer more choice and selection. We are committed to helping our partners grow their businesses and offer the widest, most exciting menus, and virtual brands do just that.

"These are completely new brands for delivery, run from restaurants' existing kitchens. We work with chefs every step of the way to make virtual brands a success, from concept to delivery, sharing insights into what type of food customers want locally to helping with the design and launch of each brand.

"As Deliveroo seeks to become the definitive food company we want to be the partner of choice for restaurant partners, and that means offering these sorts of innovations to help them grow and develop while widening choice for customers."

Oowee Vegan - which won Restaurant of the Year at Deliveroo's Restaurant Awards this year - started life as a virtual brand of burger joint Oowee Diner in a Deliveroo Editions site.

This proved so successful that it now has its own bricks & mortar restaurant in Bristol, with plans to open a new site in Brixton next year.

Verity Foss, Co-Owner at Oowee Vegan said:

"Vegan food is fast growing in popularity, as diners are drawn towards the benefits of a plant-based diet.

"Creating a virtual brand with Deliveroo was the perfect way to test out our new menu of gourmet meals using entirely vegan ingredients.

"Oowee Vegan has proven so successful that we've been able to grow the brand from an online menu to a fully-fledged restaurant in Bristol."

Byron, which has over 50 restaurants, has just launched its first virtual brand, Cheese Louise, which offers a range of pasta dishes.

Richard Danks, Brand Director at Byron said: 

"Creativity and experimentation has been the heart-and-soul of Byron ever since we opened our first London restaurant in 2007, but this is the first time we've built a new 'brand' outside of the Byron umbrella.

"We know it's shocking, but some people don't fancy our famous burgers every day. Venturing into virtual brands means we can reach these customers and serve them something different.

"Deliveroo's data insights helped us to understand the market and, together with our development chefs, we spotted an opportunity to do something equally as brilliant as our proper hamburgers: Mac and Cheese.

"We took our time to develop the perfect recipes and, after months of tastings and tweaks, launched Cheese Louise in three locations last week.

"We love it and the customer reaction has been great so far. Our plan is to expand the brand to more locations, and who knows, maybe even take it into bricks-and-mortar in the future."

Notes to Editors:

Deliveroo is an award-winning delivery service founded in 2013 by William Shu and Greg Orlowski. Deliveroo works with over 80,000 best-loved restaurants, as well as 60,000 riders to provide the best food delivery experience in the world. Deliveroo is headquartered in London, with 2000 employees in offices around the globe.

Deliveroo operates in over 500 towns and cities across 13 markets, including Australia, Belgium, France, Hong Kong, Italy, Kuwait, Ireland, the Netherlands, Singapore, Spain, Taiwan, United Arab Emirates and the United Kingdom.

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