I visited Deliveroo's new pizza parlor in North London. It wasn't busy and I could barely tell the restaurant was managed by the delivery giant.

Abby WallaceApr 3, 2022, 15:13 IST

Deliveroo's Pizza Paradiso restaurant in North London.Abby Wallace/Insider.

Deliveroo opened its first restaurant in North London, a pizza parlor named Pizza Paradiso.
I headed to the restaurant on a Friday evening to grab a meal.

Deliveroo opened its very first restaurant, a pizza parlor in North London. I headed over to check it out.

Abby Wallace/Insider.

The restaurant opened in March and is situated in the Swiss Cottage area of North London.

Abby Wallace/Insider.

The restaurant looked like any other small pizza parlor. It was difficult to tell that the restaurant is managed by Deliveroo.

The restaurant was very quiet.Abby Wallace/Insider.

The menus were Deliveroo's distinctive turquoise blue colour, which gave a nod to the delivery giant ...

The menus were Deliveroo's distinctive blue color.Abby Wallace/Insider.

... and I spotted a Deliveroo driver pull up on a bike outside to come and collect food during my meal.

A Deliveroo bike parked outside the restaurant.Abby Wallace/Insider.

I visited the pizza shop on a Friday evening around 7 p.m. I made a booking in advance but it surprised me that we were the only people in the restaurant at a popular dinner time.

Abby Wallace/Insider.

I visited the pizza shop on a Friday evening around 7 p.m. I made a booking in advance but it surprised me that we were the only people in the restaurant at a popular dinner time.

I ordered a "Verdure" pizza, which had a host of different vegetables on it and a drink. Our food was ready within 15 minutes of ordering.

I ordered a pizza at the restaurant.Abby Wallace/Insider.

The food was fairly priced compared to some other eateries in London I've visited. It cost between £5.95 ($7.80) and £9.95 ($12.78) for a pizza.

Abby Wallace/Insider.

You could also order from a range of starters, salads, and desserts. The starters were priced between £2.75 ($3.61) and £4.25 ($5.58).

Pizza Paradiso restaurant in London.Abby Wallace/Insider.

Our bill came to around £20 ($26) for two pizzas and a drink.

Pizza Paradiso restaurant in London.Abby Wallace/Insider.

A spokesperson for Deliveroo told Insider that the company wanted to better understand the "pain points" of restaurants which juggle dine-in and delivery services. "Deliveroo is managing Pizza Paradiso to deepen staff expertise and understanding of restaurant management so we can find new and better ways to serve our partners," the spokesperson added.

The menus were Deliveroo's distinctive blue color.Abby Wallace/Insider.

A spokesperson for Deliveroo told Insider that the company wanted to better understand the "pain points" of restaurants which juggle dine-in and delivery services. "Deliveroo is managing Pizza Paradiso to deepen staff expertise and understanding of restaurant management so we can find new and better ways to serve our partners," the spokesperson added.

The spokesperson added that Deliveroo did not have plans to expand beyond the Pizza Paradiso restaurant.

Abby Wallace/Insider.

The delivery company runs several ghost kitchens in the UK, known as Editions, where food is prepared for delivery only. But the pizza shop is the only restaurant managed by the delivery giant. Deliveroo opened three new kitchens in London in December.

Deliveroo runs several ghost kitchens, known as Editions.GERARD JULIEN/AFP via Getty Images.

The delivery company runs several ghost kitchens in the UK, known as Editions, where food is prepared for delivery only. But the pizza shop is the only restaurant managed by the delivery giant. Deliveroo opened three new kitchens in London in December.

We finished in the restaurant after around an hour. It was a good option for a quick pizza that wasn't very pricey, but I would have enjoyed the experience more if the restaurant was busier.

Abby Wallace/Insider.

We finished in the restaurant after around an hour. It was a good option for a quick pizza that wasn't very pricey, but I would have enjoyed the experience more if the restaurant was busier.

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I visited Deliveroo's new pizza parlor in North London. It wasn't busy and I could barely tell the restaurant was managed by the delivery giant.

Deliveroo opened its very first restaurant, a pizza parlor in North London. I headed over to check it out.

The restaurant opened in March and is situated in the Swiss Cottage area of North London.

The restaurant looked like any other small pizza parlor. It was difficult to tell that the restaurant is managed by Deliveroo.

The menus were Deliveroo's distinctive turquoise blue colour, which gave a nod to the delivery giant ...

... and I spotted a Deliveroo driver pull up on a bike outside to come and collect food during my meal.

I visited the pizza shop on a Friday evening around 7 p.m. I made a booking in advance but it surprised me that we were the only people in the restaurant at a popular dinner time.

I ordered a "Verdure" pizza, which had a host of different vegetables on it and a drink. Our food was ready within 15 minutes of ordering.

The food was fairly priced compared to some other eateries in London I've visited. It cost between £5.95 ($7.80) and £9.95 ($12.78) for a pizza.

You could also order from a range of starters, salads, and desserts. The starters were priced between £2.75 ($3.61) and £4.25 ($5.58).

Our bill came to around £20 ($26) for two pizzas and a drink.

The spokesperson added that Deliveroo did not have plans to expand beyond the Pizza Paradiso restaurant.

The delivery company runs several ghost kitchens in the UK, known as Editions, where food is prepared for delivery only. But the pizza shop is the only restaurant managed by the delivery giant. Deliveroo opened three new kitchens in London in December.

We finished in the restaurant after around an hour. It was a good option for a quick pizza that wasn't very pricey, but I would have enjoyed the experience more if the restaurant was busier.