Berlin, Germany-based Delivery Hero announced today it has partnered with the United Nations’ World Food Programme (WFP) to integrate the latter’s ShareTheMeal program into its own delivery platforms.
WFP launched ShareTheMeal, also based in Berlin, in 2015. Anyone who downloads the app can use it to donate money that will go towards ShareTheMeal’s goal of getting 800 million meals to those in need over the next five years.
But since a growing number of folks nowadays already use delivery apps, ShareTheMeal and Delivery Hero decided to bake the donation functionality right into the delivery platform. Via an API, ShareTheMeal will be integrated into Delivery Hero’s apps. After placing an order, Delivery Hero customers will see a button that says “Donate a Meal.” Upon pressing it, they can choose from three different meal options based on how much they want to donate. The donation is tacked onto the total price at the checkout stage of the transaction.
The idea is to make the process of donating meals as easy and “seamless” as ordering delivery for oneself.
And it’s not the first time a third-party delivery services has tried donations. Uber Eats, for example, launched an in-app donation feature for restaurants early on in the pandemic. DoorDash, meanwhile, has partnerships with Copia, Replate, and other companies to divert food from landfills and redistribute it to those in need.
Delivery Hero is one of the world’s largest third-party delivery platforms outside of China, and a high-profile partnership with a UN subsidiary will hopefully translate to more meals donated around the world. To start, the ShareTheFood integration will be in Delivery Hero’s delivery platforms in Austria, Bulgaria, Finland, Malaysia, Norway, Romania, and Sweden. The company says more markets will follow soon.
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