Deliveroo-owned virtual brand launches in Hong Kong
The platform partnered with Cali-Mex Bar & Grill, which will operate the Wing It concept from eight locations.
Deliveroo has launched its own virtual chicken wings brand in Hong Kong.
Developed by the platform's London team in September 2018, “Wing It” has been licensed by Deliveroo to Cali-Mex Bar & Grill, who will launch the virtual brand from eight outlets as well as a catering menu in the city.
Since the beginning of the year, Deliveroo has added some 100 new virtual brands to its portfolio, which now comprises over 300 food brands not tied to a brick-and-mortar location and are exclusive on their platform.
Wing It has sold over 15,000 wings, following over 1,000 orders across its eight Hong Kong outlets since its soft launch in May.
“The past few months have forced us to rethink how we can offer an even more varied and delicious dining experience, so when Deliveroo approached us to partner with them for a virtual brand, we were sold almost immediately,” Jeff Moss, CEO of Cali-Mex Bar & Grill, said in a statement.
