Deliveroo has revealed new plans to open a London pizza restaurant, in an attempt to better understand the restauranteurs it services.
“We want to understand restaurants’ pain points with the aim of solving them, and to do this by having a deep understanding of restaurant owners’ mind-set,” a Deliveroo spokesperson told The Wall Street Journal.
The company also revealed that it has no plans to build a wider restaurant business beyond the one site in London’s Swiss Cottage neighbourhood.
The Wall Street Journal reports that the restaurant will be called Pizza Paradiso, according to a licensing application filed to London’s Camden Council. According to floor plans seen by the publication, the eatery will include outdoor and indoor seating, a front of house pizza oven, a back-of-house kitchen and an interior waiting bench.
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Deliveroo’s aim is for its staff to learn how to manage a restaurant that offers both delivery and dine-in service.
The company already runs approximately 300 “dark kitchens” or “ghost kitchens” in which several restaurant brands prepare food solely for delivery. In December 2021, Deliveroo announced it was expanding its dark kitchens across London, following a period of strong growth, with orders increasing by 87% year-on-year.
The report also notes that online food delivery platform and Deliveroo rival DoorDash is running a similar program in which its employees undertake a delivery shift or shadow a customer service agent, to undertake the process of its own service.