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Deliveroo’s £1m healthy eating drive includes focus on menu design

Deliveroo PR library imagery Mikael Buck / Deliveroo

Deliveroo has pledged £1m to develop healthier takeaway brands and support restaurants in areas such as menu design to drive the trend. 

The number of healthy orders on Deliveroo has risen by 181% over the past three years, with 70% of people saying they want to see an increase of healthy options on food delivery apps.

The desire for healthy choices is particularly prevalent amongst young people, with 90% among the 18-24 year old age group saying they would buy food for delivery more regularly if there was a wider selection of healthy meals.

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Deliveroo’s £1 million healthy eating investment includes providing a consultancy service for restaurant partners to help them successfully develop their own healthy menus and meals.

The company will harness its unique data science and insights to identify suitable cuisines, dishes and price points.

It will then work with selected partners to provide nutritionist support with menu design, ingredient sourcing, staff training, branding and marketing investment.

Deliveroo claims the service reduces the risk for restaurant partners as the healthy options will reflect local consumer demand and trends.

The first of these new healthy menus is in partnership with Barburrito.

Working with registered nutritionist Rhiannon Lambert, Deliveroo and Barburrito have created ‘The RhiNourish Bowl’ to enhance the existing ‘Twisted Health Kitchen’ menu.

Morgan Davies, CEO and founder of Barburrito, said: “We have always been passionate about serving fresh, healthy ingredients to consumers across the UK. Twisted Health Kitchen is an exciting way of delivering food that is delicious and nutritious, straight to your door.”

Deliveroo will also develop a new generation of nutritious, delivery-only brands for its restaurant partners to operate from their kitchens.

It designs and creates each brand from scratch, developing everything from its name to recipes for menu items, and will provide detailed guidance to restaurants on how to run it.

Deliveroo will own the name and logo of the brand, but partners will operate the brands out of their own kitchens.

Will Shu, founder and CEO of Deliveroo, said: “Deliveroo’s approach is simple. We want to increase the choice of delicious, healthy takeaways to our customers in 2020. That is why we are investing £1million this year to develop a range of nutritious menus and support restaurants to offer healthy meals across the UK.”

Deliveroo reached a milestone of 4,000 healthy restaurants on the Deliveroo platform last year – an increase of 257% over the past three years.

It has created a healthy ‘shortcut’ on its platform, which makes it easier for customers to find the healthy food they want.

Additionally, it has witnessed a 330% increase in orders of vegan dishes over the past two years, with Vegatsu and Wagamama the most ordered in 2019.

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Tags : Deliveroomenu design
Andrew Seymour

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