Spain is a country of Delivery, and 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, where the entire search and selection process occurs within the chat itself. Interestingly, the Just Eat app only steps in for the final step: secure payment. This means that WhatsApp will not replace the service app but will become one of the primary entry channels for placing food orders.
“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
To begin using this innovative service, users will scan a QR code or follow a link to enter WhatsApp. From there, they will engage in a conversation with Just Eat’s AI agent, allowing them to complete nearly the entire dining experience directly from the messaging app. Unlike existing WhatsApp chat options focused on customer service, Just Eat promises that its AI will understand natural language to discuss food preferences, available restaurants, menu items, and pricing.
Concerns to Consider
While the proposal is exciting, it isn’t without its questions. The foremost concern is: why? Explaining your dining choice to an AI agent may not seem more convenient than navigating the already optimized Just Eat app, which allows users to order food with just a few taps.
Another significant concern revolves around privacy. Given that Meta owns WhatsApp and all conversations pass through its servers, users may be apprehensive about sharing their data with a platform that has had its share of privacy controversies.
Timeline for Implementation
As for when this service will become available, Just Eat has not provided a specific launch date but has confirmed that trials will begin in 2026. The initial rollout will occur in Spain and the Netherlands, with plans to expand to more countries in the European Union if the trials prove successful.
With this ground-breaking collaboration between Just Eat and WhatsApp, the landscape of food delivery in Spain could soon undergo a significant transformation. The focus on convenience and integration could redefine how Spaniards experience takeout.
In Xataka, it’s mentioned that the delivery war is expanding beyond just traditional methods of bringing pizzas home—it’s evolving into a race for ‘Q-commerce’, underscoring the growing appetite for quick, efficient food delivery solutions.