A new delivery concept is launching with a promise to disrupt the market by giving operators a greater share of profits.
HeyMenu said it was challenging the current commission-based models of Just Eat and Hungry House with a subscription based system which would give operators 90% lower costs with no commission.
The business says it is signing up 500 takeaway restaurants per week and is on track to secure 10,000 operators by its launch on December 1, with 250 a day after that.
The company, which is registered in Hazlemere, Buckinghamshire, is led by Chris Howard, with Simon Bennett and Mark Robertson listed as directors.
Howard said: “We have been watching, learning and researching for a while and have identified a number of significant advancements that could be introduced within the industry.
“Takeaway restaurants have to pay large percentage fees to be on certain websites, such as Just Eat and Hungry House, but we believe they are not being empowered for the price they pay.
“Their businesses are thriving, however not as much as they should be, as they are unable to retain most of the profits to re-invest into their own business.
“Instead they are working harder and probably for less return. We want to offer a more rewarding experience and provide unique, personalised options for those who love good food.”
The company is self-funded by the directors who have combined expertise across fast food, communications, marketing and technology.
A dedicated call centre is expected to employ c50 by the time of the launch.
Howard admitted its model would not be as profitable as its rivals, but said the more generous offer to takeaway restaurants would give it a competitive advantage.
Subscribers who do not save money in the first six months are being offered a money-back guarantee.
He added: “Will we be as profitable as Just Eat or Hungry house? Of course not - but we will still be profitable. We felt with that imbalance there was opportunity, which is borne out by the rate of sign up.
“I think people are looking for alternatives to the standards model. We’re not a social enterprise but we’re more social than standard models across the industry.”
