Just Eat Takeaway.com introduces WhatsApp on demand food and retail ordering option in Europe
Just Eat has launched what is pitched as Europe’s first food and retail ordering service through WhatsApp, allowing customers to browse and place orders directly within a WhatsApp chat through its partnership with Meta.
A pilot will roll-out over the coming months in Spain and the Netherlands, allowing customers to message what they are looking for, such as “pizza for four” or “healthy lunch nearby”, and receive tailored recommendations powered by conversational AI before checking out through the Just Eat app.
This builds on the roll-out of an AI voice assistant in the UK and recent Alexa+ collaboration with Amazon.
Mert Öztekin, CTO at Just Eat, says: “By introducing Europe’s first WhatsApp ordering flow, Just Eat are not just adding a new channel; we are redefining the paradigm of convenience.”
“This innovation is a core component of our evolution from a transactional menu application into a truly intelligent AI Life Assistant that understands customer intent in real-time. We are proud to be the first to market in Europe, proving that Just Eat is at the absolute forefront of AI driven transformation. We are a technology business first, our priority is to drive operational excellence through automation and smart technology that simplifies the lives of consumers.”
Geraldine Bouma, Country Director Benelux at Meta, says: “Chatting to businesses to check travel plans, make a reservation or browse a catalogue is already a way of life for many people around the world. We’re excited that more people in Europe will soon have the opportunity to use WhatsApp to order food and get things done.”
2026 RTIH Innovation Awards
AI will be a key focus area at the 2026 RTIH Innovation Awards.
The awards are now open for entries and celebrate global retail technology innovation in a fast moving omnichannel world.
Our winners will be revealed at the 2026 RTIH Innovation Awards Ceremony, taking place at The HAC in Central London on Wednesday, 4th November.
Check out our 2025 winners here.
Our 2025 hall of fame entrants were revealed during a sold out event which took place at The HAC on 16th October and consisted of a drinks reception, three course meal, and awards ceremony presided over by award winning comedian, actress and writer Tiff Stevenson.
In his welcome speech, Scott Thompson, Founder and Editor, RTIH, said: “This is the awards’ fifth year as a physical event. We started off with just 30 people at the South Place Hotel not far from here, then moved to London Bridge Hotel, then The Barbican, and last year RIBA’s HQ in the West End.”
“But I’m conscious of the fact that, to quote the legend that is Taylor Swift, You’re only as hot as your last hit, baby. So, this year we’ve moved to our biggest venue yet, and also pulled in our largest number of entries to date and broken attendance records.”
He added: “This year’s submissions have without doubt been our best yet. To quote one of the judges: The examples of innovative developments across both traditional and digital retail spaces were truly remarkable.”
Congratulations to our winners, and a big thank you to our sponsors, judging panel, the legend that is Tiff Stevenson, and all those who attended our 2025 gathering.
