Deliveroo has opened its first 'real life' restaurant in London

Virgin Radio

1 Mar 2022, 12:09



The company said they want to better understand problems experienced by restaurant owners who use their service.

Most people will have used Deliveroo at some point.

The restaurant delivery service has been feeding the country (and the world) since it was founded in London in 2013.

Since then it has spread to the Netherlands, France, Belgium, Ireland, Italy, Australia, Singapore, Hong Kong, the United Arab Emirates and Kuwait and works with some of the biggest chain restaurants across the world.

Now, the delivery service has cut out the middleman and opened its own restaurant in Swiss Cottage, Camden.

Pizza Paradiso is the first real-life Deliveroo restaurant.

You might be thinking, ‘Why would they need to do that’?

Well, according to the company, they wanted to open their own restaurant to better understand the problems experienced by the restaurant owners it works with.

Speaking to the Wall Street Journal earlier this year, a spokesperson for the company said the company wanted to: “Understand restaurant’s pain points with the aim of solving them…and to do this by having a deep understanding of restaurant owners’ mindset.”

Credit: Getty

<a href="">Credit: Getty</a>

It’s also important to note that the restaurant will not be exempt from the rules other restaurants follow when using the platform and, despite being owned by Deliveroo, will be charging itself commission.

Who knows, if this is successful, we could be seeing more Deliveroo restaurants popping up around the place.

This news comes after the service launched their Deliveroo Hop service, which will enable shoppers to get groceries delivered from Waitrose to their doors in as little as 10 minutes.

The trial for this starts later in the month and will run from 8am to midnight in 1,0000 Waitrose stores, becoming the fastest available delivery time in the food delivery market.

James Bailey, executive director, Waitrose, says: “It’s important that we continue to evolve along with shopping behaviour to give our customers more options for how and when they want to shop with us. Deliveroo has given us more flexibility in meeting customers’ needs, and expanding our successful partnership to trial ’Hop’ gives us an exciting opportunity to introduce more new customers to the excellent food and drink we offer.”