The concept caught on. 100% “ghost” take-away restaurants have multiplied, costing 6 to 10 times less to open than a traditional restaurant. Online delivery platforms themselves have entered the race, such as in Bordeaux with Deliveroo in June 2022. Its “shared kitchens”, a concept called “Editions”, are designed to limit meal preparation times as much as possible, made by restaurateurs who rent the kitchens, while limiting the delivery times … which the platform itself manages.
In Bordeaux, Éditions “is a success even if we are still in the launch phase. We always give ourselves nine months to earn money ”, confides, without revealing figures, Laurent Chhuon-Nougarede, executive of Deliveroo (250 permanent employees in France). “For Bordeaux restaurateurs who have chosen Éditions to offload their teams by offloading the meal delivery business, it’s a winner. For restaurant concepts from Paris or elsewhere, the Bordeaux market is decisive. For two kilometers around Éditions Bordeaux kitchens, located on the Cours du Médoc, their delivery market share is more than 10%, and in terms of the rate of orders deemed unsatisfactory for the customer, Éditions is double that of restaurants. ” assures the latter.
Demand is growing, as is the battle for deliveries
Just like the delivery of meals, the battle of fast commerce, of rides delivered in ten minutes, has attracted many ultra-aggressive players over the years such as the German Gorilla, the Turkish Getir, Gopuff, Flinck, Deliveroo, Uber, JustEat … and the French Frichti . Who says battle, says victim. While the “game” is not over yet, we already know the “losers” of a vast consolidation movement. Frichti came under the control of Gorillas in early 2022 which comes, on its own and despite its status as the unicorn of the digital economy – a company valued at over $1 billion (it raised $1.3 billion in two years of existence) – to abdicate. It is Getir, a delivery company created in 2015 in Turkey which, despite recurring difficulties since May 2022 (massive layoffs in Germany and Turkey), has just invested 1.2 billion dollars to take control of it.