The company has teamed up with operating partner Lean Kitchen Network, to create and launch the virtual restaurant via Uber Eats in London.
‘Heinz Brekkie’ aims to appeal to a younger audience for the brand, in particular the 18-34YOs who have adopted food delivery as a habit here to stay after lockdowns. Breakfast is one of the fastest-growing sectors for delivery in the UK yet remains underserved vs. other dayparts.
Claire Traynor, Head of Foodservice for Northern Europe at Kraft Heinz, said: “The virtual restaurant model has disrupted the Foodservice market; rapidly accelerated during Covid, it continues to thrive. We know that UK consumers want a tasty, fulfilling breakfast and with home-working continuing across the country, this is the perfect time for us to take our iconic Heinz brand into the breakfast delivery space and reach a younger audience, while also supporting those operators with underutilised kitchens.”
‘Heinz Brekkie’ is initially available for delivery through two dark kitchens in London’s Clapham and Deptford, with plans to continue expansion into underutilised kitchens across the U.K, including in venues such as hotels, pubs, and supermarkets.
The ‘Heinz Brekkie’ menu features dishes for meat-eaters, vegetarians and vegans, offering breakfast buns, breakfast bowls, hash brown dippers, bagels and sides. Options include ‘The Hot One’ breakfast bun, ‘The Full Vegan’ and loaded ‘Truffle Hash Brown Dippers’. All feature iconic Heinz products, such as Heinz Tomato Ketchup and Heinz Beanz, which have become breakfast-time mainstays across the nation.