Uber Eats and Rachael Ray have announced a partnership in the form of a virtual restaurant. The restaurant is opening as a collaboration for the launch of Ray’s new cookbook and will be available for ten weeks in ten cities across the USA.
Uber Eats’ partnership with Ray continues along its expansion trajectory. At the start of the year, they had over 2000 virtual restaurants globally.
Delivery companies are increasingly using things like the Ray collaboration to leverage interest in the virtual kitchen sphere. Grubhub recently partnered with food and lifestyle company Bon Appetit, while DoorDash launched a commissary kitchen to house four delivery-only restaurants in 2017.
As convenience becomes a more prevalent trending factor amongst customer desires, this sort of collaboration increases awareness of other ways that customers can order the food they want, when they want.