Deliveroo has unveiled a new Family Dinneroo offering, designed to capture the mid-week family meal market and expand its category usage.
The initiative, which has been launched in partnership with more than 30 UK restaurant brands available on Deliveroo, offers a curated set of family-friendly, shareable meals for up to four people, for £25 or under, excluding service, delivery and other fees.
The delivery giant claimed that Family Dinneroo offered a “convenient alternative” for parents seeking to reduce the mental and physical load of weekday family mealtimes.
The move marks the first time Deliveroo has worked with its partners to significantly adapt menu formats to create dishes that contain multiple portions suitable for sharing, with the ability to customise to meet individual needs.
The menus will be available between 4.30pm and 6.30pm from Monday to Thursday, exclusively on the Deliveroo app.
Deliveroo noted the benefit to restaurants would be capturing more at-home meal occasions and increasing family usage during quieter periods of the week.
The service also allows users to schedule deliveries, with families able to order their dishes up to five days in advance. Deliveroo noted this would help parents pre-plan their weekly schedules and allow restaurants to use their existing kitchen space and workforce to meet new customer demand outside of peak trading hours.
The roll-out of the service will be phased over the coming months, reaching 30 towns and cities across England, Scotland and Wales.
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Deliveroo chief business officer Carlo Mocci said: “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. 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.”
He continued: “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. Family Dinneroo offers a way for restaurants to unlock new meal occasions and new customer demand during off peak hours.”
In July, Deliveroo teamed up with Boots and holiday expert Chelsea Dickenson to deliver forgotten essentials to UK hotspots over the summer.
Additionally, in June the business launched drone deliveries in Dublin as part of its “continuous mission” to improve the customer experience.
