UK-based Tortilla Mexican Grill has extended its delivery partnership with Uber Eats and Just Eat but has dropped Deliveroo from its list of partners.
The decision has been made after a review of the brand’s delivery strategy, which was announced in December 2023.
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Despite the growth in sales volumes and brand awareness, a multi-partner delivery approach has posed challenges to its margin performance due to commission charges.
Tortilla has therefore restructured its delivery strategy to work closely with fewer partners.
Tortilla UK managing director Andy Naylor said: “We’re delighted to extend our relationships with Uber Eats and Just Eat.
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“We are confident that these strategic partnerships will play a key role in supporting sustainable, profitable growth across the important delivery channel, underpinning our growing presence as the UK’s leading fast-casual Mexican brand.”
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By GlobalDataThis decision follows Uber Eats UK’s strong performance, with gross bookings up almost 20% year-on-year in 2023.
Last year, the restaurant brand delivered more than 1.5 million orders through its delivery partners.
The new partnership strategy will involve collaborative marketing efforts with Uber Eats and Just Eat, such as the introduction of exclusive products and offers.
The company also plans a significant investment in brand awareness campaigns to attract new customers from the expanding UK customer base.
Uber Eats United Kingdom and Ireland (UK&I) and Northern Europe general manager Matthew Price said: “We’re thrilled to be building on what has been an incredibly successful partnership to date with Tortilla.
“The Tortilla menu is loved by our customers; ticking the boxes of flavour and freshness, speed and affordability, and we are really excited for the next steps in our partnership.”
Last month, Tortilla extended its partnership with the SSP Group to bolster its presence in travel hubs.
