Deliveroo has published details about its new feature, ‘Brought to you by Deliveroo’, which allows customers to order for delivery directly from restaurants’ websites for the first time.

The new product gives restaurants more of stake in the customer journey, while Deliveroo handles logistics and customer support.

Deliveroo says the feature will help partners reach new customers through more targeted marketing campaigns, and allow operators to promote their offerings on their own social media to drive growth, in addition to on Deliveroo’s own channels

Restaurants will also be able to engage with their most valued and loyal customers directly.

Nando’s and Wagamama and Fat Hippo have already signed up for the solution, which includes front-end development.

It comes as the Amazon-backed delivery company is reported to be preparing for a £2bn London IPO next year.

Alongside the new product, Deliveroo revealed it now has 44,000 restaurant partners on the platform in the UK, as well as 16 convenience and grocery partnerships in the UK, including Waitrose, Morrison’s, Aldi, Co-Op, making up 1,000 new stores on the Deliveroo app.

Stephen Goldstein, executive vice president of restaurants said: “Deliveroo is committed to supporting restaurants through this pandemic. This new product will help restaurants reach as many consumers as possible while substantially improving the already market-leading Deliveroo customer experience. This exciting product launch is particularly important given the current backdrop and is in addition to other support measures we have developed to help all restaurants, particularly small, independents that are the lifeblood of the industry and the high street.”