It's All About Focus

Deliveroo Australia has already majorly disrupted the local food industry, but Levi Aron says it’s just getting started.

- Adrian Flores

”In November last year, Deliveroo Australia unveiled its newest innovation. It would address an oft-cited problem from customers ordering their nightly takeaway through its app. Customers could order from their favourite nearby restaurants without any issues. But what if their favourite restaurant wasn’t within a five-kilometre radius of their home? What would they do then?

Worry no more, says Levi Aron, the Country Manager of Deliveroo Australia. The takeaway food delivery giant is building standalone kitchens, called Deliveroo Editions, for a whole range of different restaurant and food brands as a means to broaden its reach. According to Levi, up to 25 brands could be present at any one time inside each location.

“To put it into context, we’re able to take a great restaurant that might be based in the Melbourne suburb of Footscray and deliver to customers on the other side of the city,” he says. “Because we bear the cost on our side, there is no setup charge to a restaurant, thus enabling them to expand their reach.”