Deliveroo 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.
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.
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.
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.
Anis Harb, GM, Deliveroo GCC, says: “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.”