The virtual brands of Deliveroo continue to grow. They are virtual restaurants that support and innovate the world of catering, even in its most traditional forms. Today there are more than 1000, 124% more than last year, spread throughout Italy, and with a greater presence in some cities than others.
He explains it Matteo Sarzana, general manager of Deliveroo Italy. With “virtual brand“we mean a virtual restaurant, present and available only on the platform, which allows a restaurateur to combine the physical and traditional offer with one with which he has the possibility to propose, always using the kitchen of the physical restaurant, but through a new brand, new dishes and culinary traditions, therefore a new offer designed exclusively for online and “tailored” to the demand of a specific geographical area.
Through the consultancy support of Deliveroo, explains Sarzana, the restaurant is helped to define an extremely precise commercial positioning capable of intercepting new questions and targets and therefore increasing its turnover. The potential of the virtual brands is confirmed by the partner restaurateurs themselves. As Peipei Dong, manager of Sun Restaurant in Verona, who says: “We opened our Virtual Brand in 2019. Our traditional restaurant offers Asian cuisine. With the virtual brand we have added to our usual offer, a new proposal, with a Poke menu, which has allowed us to reach new customers, new market shares and increase turnover. This experience tells us that innovation is not in contrast with traditional catering and does not overlap with it. It is the opposite. It is one complementary tool, which helps to grow and innovate “.
The city with the largest number of virtual brands in Italy is Tortona. The Piedmontese center, in the province of Alessandria, surpasses in the present ranking, larger cities starting from Milan, in second position, and Siena, on the last step of the podium. there the top 10 complete: 1. Tortona 2. Milan 3. Siena 4. Reggio Emilia 5. Turin 6. Pavia 7. Bologna 8. Asti 9. Prato 10.Rome.