Glovo Launches Virtual Food Brands to Support SMBs and Bring Greater Food Choice to Consumers

July 28, 2021 · 3 min

London, 28 July 2021: Glovo, one of the world’s leading multi-category delivery players, today announced the launch of its new programme, Glovo Concepts—a brand new portfolio of virtual food brands to help partners grow their business offering, while expanding the level of food choice and quality for consumers.

Glovo Concepts offers delivery-only food brands, designed by Glovo and operated by restaurant partners. A turn-key solution for restaurants, Glovo provides a full scope of services—from the brand name, the menu, ingredients, marketing and training of the kitchen personnel, offering small restaurants the chance to adapt to the rapidly changing habits of consumers and the growth of delivery.

Any restaurant that complies with Glovo’s standards, with extra kitchen capacity, can use Glovo Concepts. More than  300 restaurants, in Glovo’s largest markets of Spain and Italy, are already taking advantage of the initiative, with plans to expand globally and have more than 1,000 restaurants actively using Glovo Concepts by the end of 2021, across Romania, Georgia, Croatia, Portugal and Poland. By 2022, all countries where Glovo operates will have access to this new initiative. And to date, Glovo has created eight virtual brands, including Bendito Burrito, The Urban Kebab, Meraki Pita, Taqueria Guadalupe and Milanesa House, with a focus on Italian and Mexican, driven by customer demand and preference.

Alberto Bonhomme, Director of Glovo Concepts, said: “We recognise the challenges that COVID-19 has brought to our partners and we developed Glovo Concepts to help them thrive, by offering a ready-to-go solution in the virtual brand space. This will allow them to implement at speed and take advantage of the delivery service becoming the essential part of any business, regardless of their size. 

“With a team of 50 focused on this initiative, we currently offer eight virtual brands and are set to double this by the end of the year, with the aim to develop up to 30 different brands and empower our network of restaurant partners to distribute their own brands to communities of all sizes.

“Through our pioneering technology, Glovo is now able to create a unique opportunity for restaurants to adapt their businesses to the new normal and continue expanding with zero risks.”

With these new delivery-only brands operated by partners in their own kitchens, the solution brings incremental revenue for restaurants without additional investment and with the same cost structure, thus increasing their profitability. Joining the Glovo Concepts programme as a restaurant is free with zero joining fees.

About Glovo 

Glovo is a pioneering multi-category delivery app and one of the world’s leading delivery platforms. Founded in Barcelona in 2015, it operates in Southern Europe and EEMEA. The app connects users with restaurants, grocery chains, pharmacies and retail stores, and also includes an “anything” category that allows users to order whatever they want in their city.

For more information about Glovo, please visit: