West Hampstead residents are hardworking and hungry, which goes some way to explain the platoon of Deliveroo bikes we see around the neighbourhood and congregating around West End Green. We are about to see a lot more of them.
Hong Kong, Dubai … West Hampstead
In its quest for world domination, Deliveroo has been trialling a new concept called Deliver Editions. The company is setting up kitchens in low-rent areas like industrial estates and leasing them to existing restaurant operations who employ chefs to share the kitchens and prepare take-away only food. Deliveroo of course is the sole delivery service available so it gets the rent and the delivery fee, while the restaurants get access to the growing home delivery market in new areas without the time and outlay (and risk) of setting up prime retail locations. Delivery is within a 2km radius making sure food stays fresh and hot, apparently.
Having trialled this in Dubai and Hong Kong, the company is now rolling it out in London – including Swiss Cottage. When it is fully operational the Swiss Cottage unit will include nine different sections/kitchens, but initially it’s just five; Lievita, Motu, Ahi Poke, Busaba and Mezze House.
Not everyone is happy
This new concept is taking take-away into new territory and it is also pushing the boundaries of planning.
In Swiss Cottage, Deliveroo has taken over a site behind 117 Finchley Road in the Cresta House car park (where the Estancia steakhouse was). It was a already a light industrial unit (it was an old Post Office sorting office which has been empty for years) so it’s unclear whether it needs permission for change of use, but it does need permission for the extraction fans and ducting, which it has applied for. However, the operation appears to be up and running before permission had been granted. The company had also applied for an alcohol licence from the neighbouring Estancia steakhouse but withdrew the application after concerns from the police that alcohol should be delivered only with food.
Of course more Deliveroo means more Deliveroo drivers, which not everyone (possibly noone?) is excited about. Swiss Cottage resident Elaine Bodenitz says “it’s got to the point that we are so infuriated.” In response to concerns, Deliveroo has a full-time security guard to marshall the drivers. Meanwhile, Swiss Cottage councillor Roger Freeman is taking up the planning and enforcement issues with the local planning department.