Tortilla confirms delivery partners following strategy review
The refined strategy will see Tortilla collaborate on some marketing efforts, including the launch of exclusive products and offers and investments into brand awareness
Tortilla has confirmed UberEats and Just Eat as its delivery partners, following a review of the fast-casual brand’s delivery strategy, which was announced on 20 December 2023.
The news comes as, whilst the group’s multi-partner approach to delivery has supported strong growth in sales volumes and awareness, delivery commission charges have “challenged margin performance”.
As a result, Tortilla sought a new delivery structure and to strengthen the relationship between fewer partners.
According to the restaurant chain, delivery is an important sales channel as the food offering is well-suited to being consumed off-premises.
The refined strategy will see Tortilla collaborate on some marketing efforts, including the launch of exclusive products and offers and “heavy” investment into brand awareness to attract new customers through a growing UK customer base.
During 2023, the Group delivered more than 1.5 million mains across UberEats, Just Eat and Deliveroo, whilst maintaining an average 4.6-star customer app rating.
Furthermore, UberEats UK had the highest order growth in the industry in 2023, with gross bookings up nearly 20% year-over-year.
The recent review is part of a series of wider ongoing management initiatives, as the group remains focussed on its strategic objective to drive EBITDA margin and profitability.
Andy Naylor, UK managing director of Tortilla, said: “We’re delighted to extend our relationships with Uber Eats and Just Eat. 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.”
Matthew Price, GM of UK&I and Northern Europe at Uber Eats, added: “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.”
