Deliveroo launches 12-week pop-up concept for new traders

By Stefan Chomka

- Last updated on GMT

Japanese fusion SuBuSake
Japanese fusion SuBuSake
Deliveroo has launched an initiative that it says will help the best street food startups reach new customers through delivery, with two out of the initial four operators vegan-only.

Its ‘pop ups’ programme will give street food brands 12-week slots at its Deliveroo Editions dark kitchens, with the most popular to be offered the chance to become a permanent resident at Editions.

The first tranche of operators taking part are SpiceBox, the vegan Indian operator currently at KERB Camden; Vegan Matcha Burger Bar, which claims to be the first vegan-only brand on Deliveroo; Kabab, an Antipodean-inspired gourmet kebab concept; and SuBuSake, a Japanese fusion offer that comprises layers of sushi rice, fresh sashimi, vegetables, toppings and sauce.

The four operators have launched at Deliveroo’s Canary Wharf Editions site and are available on the platform for the next 12 weeks.

“Opening a new restaurant or expanding can require a capital investment of £250,000 upfront. Coupled with a lack of suitable restaurant sites across London and the inherent risks of scaling up, too many brands serving great food are never able to expand to the next level,” says the company.

“Editions ‘Pop-ups’ wants to give street stalls the same opportunity to expand without the initial risk of setting up on the high street. Deliveroo is using its scale and expertise to help budding new chefs reach new customers, improve their menus and use top of the range kitchens.”

The programme will be rolled out across Editions sites around the country, with the most popular brands being given the chance to become a full-time Editions partner.

“Our aim behind Pop-ups is simple, allow our customers to get amazing street food, delivered,” says Will Shu, founder and chief executive at Deliveroo. “It’s awesome that through Editions we will be able to bring people great new choices while helping new brands take the next step in their food journey.

“Starting a business is tough but Deliveroo will be able to help these talented new chefs showcase great food over the 12 weeks they are with this, and hopefully allow some of these fantastic brands become regular features on our Editions range.”

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