Spain it is delivery countryand Just Eat knows it. We are one of the European markets where food delivery has grown the most in the last decade. So much so, Just Eat has decided to make Spain one of the only two countries—along with the Netherlands—where it will debut in Europe something that no delivery platform had done before: allowing you to order food directly from WhatsApp.
The alliance. Just Eat has become the first platform in Europe to enable an integrated ordering experience through WhatsApp in which the entire search and selection process occurs within the chat itself. The Just Eat app only comes into play for the last step: secure payment. WhatsApp is not going to replace the service app, but rather it is going to become one of the main entry channels.
“With the launch of the first ordering system via WhatsApp in Europe, at Just Eat we are not just including a new channel: we are redefining the concept of convenience. This innovation is a key element in our evolution, going from being a menu-based transactional application to becoming a true intelligent assistant powered by AI, capable of understanding user intent in real time.” Mert Öztekin, CTO of Just Eat
How it will work. Using a QR code or link, we will enter WhatsApp, we will start a conversation with the AI agent from Just Eat, and we can complete practically the entire experience from the messaging app.
Unlike the existing WhatsApp chat options, aimed at customer assistance channels, the company ensures that its AI will be able to understand natural language, to talk with us about what we want to eat, what restaurants there are, what they have on the menu and their prices. The promise is clear: this is not a support chatbot or anything similar to what we have used so far.
The buts. The proposal is striking, but it is inevitable to ask some questions. The first is a simple “why”. Explaining to an AI agent what you want for dinner when Just Eat has a highly optimized app in which you can order food in five or six touches of the screen, a priori, does not seem more comfortable.
The second is that Goal is Goaland every WhatsApp conversation goes through its servers. That Just Eat has the necessary data for our order is logical, but all this information Now passing through Meta may not be so attractive.
When. Just Eat has not given a final date for this service, although it assures that it will begin its trial in 2026. They will start in Spain and the Netherlands and, if it is a success, expand to more countries in the European Union.
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