Deliveroo is seeking to “capture the mid-week family meal market” with a set of £25 meals for four from more than 30 major restaurant brands.
Family Dinneroo offers a “curated set” of family-friendly, shareable meals for up to four people for £25 or under – excluding service, delivery and other fees – available for delivery from more than 30 restaurant chains including Bill’s, Pizza Express, Wagamama and Dishoom.
The offering – which the aggregator hopes will “expand category usage” – marks the first time Deliveroo has worked with its partners to significantly adapt menu formats “to create dishes containing multiple portions suitable for sharing, with the ability to customise to suit individual needs”.
The family-focused options will be available between 4.30pm and 6.30pm from Monday to Thursday, and are exclusive to the Deliveroo app.
Family Dinneroo offered “a convenient alternative for parents looking to reduce the mental and physical load of weekday family mealtimes” Deliveroo said.
Users of the service can schedule deliveries up to five days in advance, “helping parents pre-plan their weekly schedules, and allowing restaurants to utilise their existing kitchen space and workforce to meet new customer demand outside of peak trading hours” Deliveroo explained.
The rollout will be phased over the coming months, reaching 30 towns and cities across England, Scotland and Wales, namely Bath, Birmingham, Bournemouth, Brighton, Bristol, Cambridge, Camberley, Canterbury, Cardiff, Chelmsford, Cheltenham, Colchester, Coventry, Crawley, Dublin, Edinburgh, Glasgow, Leeds, Liverpool, London, Manchester, Milton Keynes, Norwich, Nottingham, Oxford, Portsmouth, Reading, Royal Tunbridge Wells, Sheffield, Southampton and York.
Family Dinneroo will launch in Dublin at the end of September.
“Family dinner time is one of the most cherished parts of the day across the country. Yet, we know many parents are time-poor, and plating up balanced meals for varying tastebuds is a source of stress,” said Carlo Mocci, chief business officer at Deliveroo. “As a parent myself, I can relate to the chaos of everyday family life so this new offer is designed to help relieve some of the mental load.
“Restaurant delivery has been traditionally perceived as an indulgent treat, reserved for a Friday night or weekend. Many of our restaurant partners believe this is not the case, and that delivery can play a greater role during the week,” Mocci added. “Family Dinneroo offers a way for restaurants to unlock new meal occasions and new customer demand during off-peak hours.”
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