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Itsu kitchens ready to dress up orders from 1,000 different combinations

Itsu Strand

Itsu’s kitchens are prepped for an influx of bespoke food orders after the chain announced the launch of a new ‘Build Your Own’ (BYO) feature on its app.

Created in response to the abundance of popular dietary trends and growing appetite for personalised options, the service embraces the latest technology available to strengthen Itsu’s digital offer.

The company said the customisation option would mean those returning to offices in the coming weeks would be able to build bespoke hot and cold Itsu dishes – from rice and noodle bowls, right through to sushi boxes.

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The function will also limit contact in store, making it a safer environment for both consumers and restaurant staff.

Itsu said the app would mean its kitchens could be dealing with potentially 1,000 different combinations as customers have the option to personalise not only by taste preference, but dietary needs – factoring in elements such as adding extra protein, carbohydrates and checking calories.

The move follows fresh data that indicates the surge in popularity for Asian cuisine, both in and out of home.

Orders are made fresh to order via the click & collect function and will initially be available to those near the King’s Road, Oxford Cornmarket and Brighton restaurants.

A nationwide roll-out is expected across Itsu’s full estate on 21 April.

UK CEO Ganan Kanagathurai commented: “Customisation is set to be one of the major food trends over the next five years. In recent years we’ve seen a surge in customer requests to go ‘off menu’. We’ve listened to our community and we’re thrilled to announce our new Build Your Own function, offering our customers a truly personalised, inclusive service.

“Long gone are the days where restaurants dictate to customers what and how they will eat. Customers will demand it ‘their way’, and if restaurants cannot accommodate, consumers will simply go elsewhere to get what they want.”

Itsu’s kitchens braced for robot revolution

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Andrew Seymour

The author Andrew Seymour

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