Deliveroo Launches Family Dinneroo to Target Mid-Week Family Meal Market

What's Happening?

Deliveroo has introduced a new service called Family Dinneroo, aimed at capturing the mid-week family meal market. This initiative involves collaboration with over 30 UK restaurant brands to offer family-friendly, shareable meals for up to four people, priced at £25 or under, excluding additional fees. The service is designed to provide a convenient alternative for parents looking to ease the burden of weekday family mealtimes. Family Dinneroo marks a significant adaptation of menu formats by Deliveroo and its partners, allowing for customizable dishes suitable for sharing. Available exclusively on the Deliveroo app, the service operates from Monday to Thursday between 4.30pm and 6.30pm. It also offers the option to schedule deliveries up to five days in advance, helping parents plan their weekly schedules and enabling restaurants to utilize existing kitchen space and workforce during quieter periods.

Why It's Important?

The launch of Family Dinneroo is significant as it addresses the growing demand for convenient meal solutions among busy families. By targeting mid-week meal occasions, Deliveroo is expanding its market reach and providing restaurants with opportunities to increase usage during off-peak hours. This initiative could potentially shift consumer perceptions of restaurant delivery from an occasional indulgence to a regular part of family life. The service also highlights Deliveroo's strategic efforts to enhance customer experience and support restaurant partners in capturing new meal occasions. As families increasingly seek convenient and customizable meal options, Deliveroo's Family Dinneroo could play a pivotal role in shaping dining habits and boosting the delivery market.

What's Next?

Deliveroo plans to roll out Family Dinneroo across 30 towns and cities in England, Scotland, and Wales over the coming months. This phased expansion will allow Deliveroo to assess market response and refine the service based on customer feedback. As the initiative gains traction, it may prompt other delivery services to explore similar offerings, potentially leading to increased competition in the family meal delivery segment. Restaurants partnering with Deliveroo may also adapt their menus further to cater to evolving consumer preferences, enhancing their appeal to families seeking convenient meal solutions.