Big chains back Deliveroo move to completely overhaul menus


A raft of leading high street chains, including PizzaExpress, YO! Sushi and Tortilla, is backing a new online menu system that has been developed by Deliveroo to display dish by dish allergen information.

The delivery giant revealed yesterday that it has assembled a team of engineers to complete overhaul menus so that they contain a greater level of allergen information than is currently available anywhere in the market.

The move has won the support of key Deliveroo restaurant partners, which have vowed to adopt the system as part of a phased roll-out over the coming months.

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Tortilla, Chipotle, Tommi’s Burger Joint and Mildreds are among the first to sign up to the new system for the initial December implementation, which will feature 30 restaurant brands across almost 300 sites.

Brands such as YO! Sushi, PizzaExpress, Pho and Byron will join the scheme in January as Deliveroo enables hundreds more restaurants to use the new menu system.

All 10,000 restaurants Deliveroo works with will be given the ability to deploy the system in 2019.

The move represents a major change to the way in which the food delivery platform displays allergen content on menus by increasing transparency for consumers and promoting restaurant action in this area.

Until now restaurants and takeaways have not been able to display granular information for each dish on delivery apps, instead it has tended to be shown in store or communicated via restaurant staff.

Deliveroo claims it will be the first UK delivery platform to provide dish by dish allergen information when the system launches.

It is also making immediate changes to make existing allergen warnings more prominent in-app and simplify the process for customers to contact restaurants with concerns.

Overhauling our menus is not a simple task, but customers with allergies need this extra transparency before they order”

Engineers have had too redesign Deliveroo’s menu system to allow restaurants to simply and quickly upload allergen information directly into its menus.

A number of major restaurant operators have asked for this level of functionality, according to Deliveroo, which has sought “active consultation and collaboration” with partners to allow it to display the same information previously only available on some partners websites or in store.

The online system will give consumers the ability to communicate directly with restaurants and make it easier for them to flag directly to restaurants their specific allergen requirements when they order. Specifically, restaurants will be able to show which of the 14 EU allergens each individual food item contains when they are browsing the menu.

Deliveroo has promised to write to all 10,000 UK restaurants it works with to urge them to use the tool.

Dan Warne, managing director of Deliveroo UK and Ireland, said: “This is great news for consumers who want more information about the food they are ordering online. Deliveroo believes that people should have an amazing delivery experience, and that must include making informed choices. Overhauling our menus is not a simple task, but customers with allergies need this extra transparency before they order which is why we are working with our restaurant partners to make it happen.”

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Andrew Seymour

The author Andrew Seymour

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