Deliveroo unveils new street food pop-up concept

Deliveroo’s Editions has launched a new pop ups programme to help street-food brands reach new customers, grow the business and potentially become a permanent presence on Deliveroo Editions.

Deliveroo Editions are delivery-only kitchen hubs set up in different areas across the UK, which allow chefs or restaurants to introduce themselves and cater to the local area.

The first pop-up initiative launched in late February, with four food startups setting up at Deliveroo’s Canary Wharf Editions site. They will be available on Deliveroo for 12 weeks. 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.

The company claims that the delivery-only Editions kitchens has already helped restaurant brands grow and expand into their own bricks and mortar sites.

Editions Pop-ups wants to give street stalls the opportunity to expand without the initial risk of setting up on the high street. Deliveroo will also help new chefs reach new customers, improve their menus and use top of the range kitchens.

The first four brands to launch as part of Pop-ups:

• SpiceBox – plant-powered Indian – already has a cult following, described as life changing curry by Time Out and with a “must follow” vegan instagram account. Grace Regan, a vegan entrepreneur operates at KERB Camden and these vibrant veg curries are not only delicious, but part of a sustainable future.
• Vegan Matcha Burger Bar – vegan only matcha burgers – a new vegan-only brand founded by a michelin trained chef and fitness obsessed personal trainer wanting to introduce London to their healthy, bright green burgers.
• Kabab – gourmet Mediterranean kebabs – hailing from a food stall in Shoreditch these luxury kebabs are made with free range, organic meat mixing spices and flavours from across the world. Founded by Phil Hinitt, a Kiwi with a healthy addiction to the barbecue who swapped the corporate world for the street food scene last year.
• SuBuSake – Premium Japanese fusion – two foodies set out on a global culinary adventure and returned home with a big idea. SuBus are jars with layers of sushi rice, fresh sashimi, vegetables, toppings, and sauce.

Will Shu, founder and CEO of Deliveroo, said: “Our aim behind pop-ups is simple, allow our customers to get amazing street food, delivered. 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.”