Deliveroo Opens First Restaurant, Pizza Paradiso in Swiss Cottage | Eater London

"I note that Deliveroo has opened its own neighbourhood pizzeria in Swiss Cottage called Pizza Paradiso, which it owns and runs—saying the move is to better understand restaurants' pain points—even though Deliveroo has onboarded the restaurant to its own platform and is charging it commission. Locally, business writer Nick Levine compared its price and quality to Franco Manca, and the venue aims to get £6–10 pizzas out within ten minutes of ordering. The branding leans into a late-capitalist, pseudo‑indie chic with black branding, industrial fittings, Tolix chairs and pin‑board menus, and a slogan at the base of the menu reads: "Welcome to Paradiso city where the grass is green and pizza is pretty." - Adam Coghlan