easyFood
easyFood is a UK-based online food ordering platform connecting consumers with local restaurants and takeaways, charging restaurants a flat per-order fee instead of percentage commissions, operating under the easy® brand umbrella.
- Company typePrivate
- Founded-
- HeadquartersBirmingham, United Kingdom
- Headcount11–50
- GTM typeB2B and B2C
- OfferingDigital Commerce or Content
What easyFood does
easyFood operates an online food ordering platform connecting UK consumers with local restaurants and takeaways for delivery and collection orders. The Birmingham-headquartered company, legally registered as Empowered Restaurants Ltd (company number 05906720), runs a consumer-facing website at easyfood.co.uk plus native iOS and Android applications, alongside a dedicated restaurant partner portal at restaurants.easyfood.co.uk. The platform spans England, Scotland, Wales, and Northern Ireland and supports 150+ cuisine categories, with payment processing handled through Stripe and social login authentication integrated via Facebook and Google. easyFood is associated with the easy® family of brands (easyJet, easyHotel, easyGym), providing brand credibility through the easyGroup umbrella founded by Sir Stelios Haji-Ioannou.
The company's primary revenue model is a flat-fee per-order charge to restaurants rather than the percentage-based commission used by competitors such as Just Eat, Deliveroo, and Uber Eats. For a representative £25 order, easyFood charges approximately £4.24 versus competitor commissions of £8.75 at a 35% rate, representing over 50% commission savings for restaurants. The platform imposes no joining, subscription, or hardware fees on restaurant partners, and provides a back-end portal for menu management, order history, invoicing, customer feedback, and visitor analytics, plus access to promotional wholesale deals. Consumers use the service free of charge, paying only for food and any restaurant-set delivery fees.
In parallel with the core platform, easyFood operates a franchise opportunity for individuals with £60k+ liquid capital, offering brand licensing, training, and managed marketing support. The company employs approximately 30 staff. No venture capital funding rounds, institutional investor ownership, or revenue figures are publicly disclosed, and the company is privately held with company registration showing no parent-subsidiary ownership structure beyond the easy® brand licensing arrangement.
easyFood firmographics
Firmographics- Name
- easyFood
- Legal name
- Empowered Restaurants Ltd
- Website
- https://easyfood.co.uk
- Company type
- Private
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- easyFood is a UK-based online food ordering platform connecting consumers with local restaurants and takeaways, charging restaurants a flat per-order fee instead of percentage commissions, operating under the easy® brand umbrella.
- Ownership category
- akta.pro rank
easyFood industry classification
Industry- Product category
- Online Food Delivery Marketplace
- NAICS
- Limited-Service Restaurants (722513)
- SIC
- Retail-Eating & Drinking Places (5810)
- akta.pro primary industry
- Convenience Store QSR / Foodservice (Prepared Foods) (THAFAAAM)
- akta.pro secondary industry
- Freshly Made Grab-and-Go (Sandwiches, Wraps, Salads) (CRAHAKAA)
Keywords
Where easyFood is headquartered
LocationHeadquarters
- HQ city
- Birmingham
- HQ country
- United Kingdom
- HQ region
- Europe
Offices2 records
Markets served
easyFood business model
Business model- GTM type
- B2B and B2C
- Offering type
- Digital Commerce or Content
- Cost components
- Technology or R&D, Personnel, Marketing or Sales, Operations, Infrastructure
Revenue model
- Restaurant Transaction Fees: easyFood charges restaurants a flat fee per order instead of a percentage commission. This fixed fee is the same regardless of order value, meaning restaurants keep more of their revenue on higher-value orders. The company explicitly states they do not charge based on the value of the order.
- Franchise Fees: easyFood offers franchise opportunities requiring £60k+ liquid capital. Franchisees gain access to the easyFood brand and technology as part of the easy® family of brands.
- Consumer Payment Processing: Payment data processed through Stripe. The platform accepts credit/debit card payments online, with cash on collection also supported.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Transaction based/ take rate | Pay-as-you-go | Restaurant Partner - Flat Fee |
| Other | Multi-year contract | Franchise Opportunity |
| Freemium | Pay-as-you-go | Consumer Service - Free to Use |
Go-to-market motion3 records
Distribution channels5 records
Marketing channels8 records
easyFood product offering
Product offeringCore offering
easyFood operates an online food ordering marketplace in the UK that connects individual consumers with local restaurants and takeaways for delivery or collection. Consumers browse by postcode or cuisine on the website and iOS/Android apps, then place and pay for orders directly. Restaurant partners access a back-end portal to manage menus, orders, and analytics, paying easyFood a flat fee per order rather than a percentage commission. The company also sells franchise opportunities to operate the platform under the easy® brand family in local territories.
Product overview
easyFood is a single unified online food ordering platform operating as part of the easy® family of brands. The core offering consists of the consumer-facing website and mobile app (iOS/Android) that enables customers to search for local restaurants by postcode, browse menus, place delivery or collection orders, and pay online. A complementary Restaurant Partner Portal provides restaurants with back-end tools for menu management, order processing, and customer analytics. The platform differentiates itself through a flat-fee pricing model for restaurants (rather than percentage-based commission), and is expanding through a franchise opportunity model.
Differentiator
Problem solved
Functional benefit
Products and services
- easyFood Consumer Website Platform Responsive web-based online food ordering platform for UK consumers to find local restaurants and takeaways by postcode or cuisine, browse menus, place delivery or collection orders, create accounts, and pay online. Available at easyfood.co.uk.
- easyFood Mobile App (iOS and Android) Native iOS and Android applications providing takeaway food ordering, deal discovery, and account management for individual consumers on mobile devices, with the same restaurant and menu catalogue as the website.
- Restaurant Partner Portal Back-end portal for restaurant and takeaway partners to onboard, manage menus and prices, view and process orders, access invoices, monitor customer feedback and page visits, and redeem promotional wholesale deals negotiated by easyFood.
- easyFood Franchise Opportunity Franchise offering for individuals to operate an easyFood territory under the easy® brand umbrella, including access to the easyFood technology platform, comprehensive training programme, and fully managed marketing strategies, with unlimited earnings potential.
Quantifiable outcome
- Restaurants can save over 50% in fees - for a £25 order, easyFood charges £4.24 vs competitor 35% charge of £8.75
- +4 more outcomes
Companies that use easyFood
Customer profileNamed customers1 record
Segments3 records
Ideal customer profiles3 records
easyFood technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration5 records
Feature4 records
easyFood partnerships and signals
Strategic signalPartnerships
Three partnerships are on record, tiered minor and core.
- Billy ChipminorBilly Chip is mentioned as an additional offering integrated into the easyFood platform, appearing in the footer alongside easyFood branding.
- StripecoreStripe is used as the payment processor for easyFood. All payment data including credit/debit card numbers is stored by Stripe. easyFood's privacy policy references Stripe's privacy notice for data protection details.
- Social Networks (Facebook, Twitter, Google)coreSocial login integration allowing users to register and log in using existing social media accounts. Third-party cookies from social networks enable content sharing on social platforms.
Scale indicators4 records
Recent moves6 records
Expansion highlights5 records
easyFood competitors and assessment
Company assessmentDirect peers
- Uber Eats: Global online food ordering and delivery marketplace operated by Uber. Directly competes with easyFood in the UK for restaurant and consumer share, leveraging a dense courier network and a percentage-based commission model.
- Hungryhouse: Former UK-based food delivery marketplace serving independent restaurants nationwide; now part of the Just Eat Takeaway group. Competes in the same SMB restaurant and takeaway ordering category as easyFood.
- Deliveroo: UK-headquartered on-demand food delivery platform operating a three-sided marketplace with restaurants, riders, and consumers. Directly competes with easyFood on restaurant onboarding and consumer ordering, with a stronger focus on managed delivery logistics.
- Just Eat: Leading UK online food delivery marketplace connecting consumers with local restaurants for delivery and collection. Directly competes with easyFood on the same two-sided marketplace model, differentiated primarily by percentage-based commission rather than easyFood's flat-fee approach.
- Foodhub: UK food delivery marketplace that similarly targets independent restaurants and takeaways with low-commission pricing. Closest direct competitor to easyFood's flat-fee, low-cost value proposition for SMB restaurants.
Broad incumbents
- Zomato: India-headquartered restaurant discovery and food delivery marketplace. Comparable to easyFood as a restaurant-to-consumer online ordering platform, but operates at significantly larger scale and with a percentage-based commission model.
- Delivery Hero: Global operator of multiple regional food delivery marketplaces (including Foodpanda, Talabat). Operates in the same restaurant-to-consumer online ordering space as easyFood, but at a global scale with a portfolio of brands.
- Grubhub: Large US-headquartered online and mobile food-ordering marketplace. Operates the same two-sided restaurant/consumer marketplace model but at much greater scale and with a percentage-based commission structure.
- DoorDash: Largest US food delivery marketplace with expanding international presence. Comparable to easyFood as a restaurant-to-consumer marketplace, but at vastly greater scale and with logistic infrastructure that easyFood does not operate.
Regional players
- SkipTheDishes: Canadian food delivery marketplace owned by Just Eat Takeaway. Operates the same restaurant-to-consumer online ordering model as easyFood but is geographically focused on Canada rather than the UK.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks7 records
Key highlights7 records
Customer concentration
easyFood social profiles
Digital presenceeasyFood compliance and trust
Trust signalCompliance2 records
easyFood financial estimates
Financial estimateRevenue estimate
Valuation estimate
easyFood leadership team
Management profileNumber of profiles
Profiles1 record
easyFood funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
easyFood M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about easyFood
What does easyFood do?
easyFood operates an online food ordering marketplace in the UK that connects individual consumers with local restaurants and takeaways for delivery or collection. Consumers browse by postcode or cuisine on the website and iOS/Android apps, then place and pay for orders directly. Restaurant partners access a back-end portal to manage menus, orders, and analytics, paying easyFood a flat fee per order rather than a percentage commission. The company also sells franchise opportunities to operate the platform under the easy® brand family in local territories.
Is easyFood a public or private company?
easyFood is a private company. It is classified as unknown and is currently operating.
When was easyFood founded?
easyFood was founded in -1. It employs 11 to 50 people.
Where is easyFood based?
easyFood is headquartered in Birmingham, United Kingdom, in the Europe region.
How does easyFood make money?
Three revenue lines are on record. Restaurant Transaction Fees are the primary driver. The others are franchise Fees and consumer Payment Processing.
Who are easyFood's main competitors?
Direct peers on record are Uber Eats, Hungryhouse, Deliveroo, Just Eat and Foodhub. Broad incumbents are Zomato, Delivery Hero, Grubhub and DoorDash. SkipTheDishes is listed as a regional player.
Does easyFood have an API?
No public API is recorded for easyFood.
What industry is easyFood in?
easyFood's product category is Online Food Delivery Marketplace. Its primary akta.pro industry code is THAFAAAM, Convenience Store QSR / Foodservice (Prepared Foods), with a secondary code of CRAHAKAA, Freshly Made Grab-and-Go (Sandwiches, Wraps, Salads). Its NAICS code is 722513 and its SIC code is 5810.