Waitrose and Deliveroo launch ‘Donate a Plate’ Christmas campaign

Waitrose and Deliveroo have announced a new Christmas campaign, ‘Donate a Plate’.

Waitrose customers on Deliveroo can now make a donation of £3 via the Waitrose menu on the Deliveroo app. Customers will be asked to ‘donate a plate’, with £3 being enough to cover the cost of a number of hot meals through FareShare, the UK’s largest charity fighting hunger and food waste.

The two companies will be matching donations between them, up to £20,000, with all the donations going to FareShare. FareShare will distribute the food to a nationwide network of thousands of charities and community groups who will turn the food into meals and deliver them, have them ready for collection, or create specific food parcels for collection.

The campaign will run through December, helping to make sure vulnerable communities have a hot meal this Christmas.

The tie-up is part of the John Lewis Partnership’s Give a Little Love Campaign, through which Waitrose and John Lewis are asking for people’s help to raise £4 million for two charities, Home-Start and FareShare, with a further £1m being donated by Waitrose and John Lewis branches to local charities supporting families in need. The campaign is inspired by the kindness of the British public throughout the pandemic.

The new campaign comes as the two companies reveal that the Waitrose trial with Deliveroo has been expanded due to customer demand and will be available from 40 Waitrose shops in the next week*. More than 650 Waitrose products are available on Deliveroo. Waitrose and Deliveroo began their trial in five shops on 1st September 2020.

Martin George, Customer Director, Waitrose said: “As our partnership with Deliveroo continues to grow, we’re now joining forces to encourage customers to help provide much-needed meals for vulnerable communities – at the most challenging time of the year.  This further boost to FareShare will play a valuable part in our Give a Little Love appeal to support 100,000 families in need.”

Will Shu, Deliveroo CEO and Founder said: “As we head towards Christmas, we are pleased to launch ‘Donate A Plate’ on Deliveroo, in partnership with our brilliant partners Waitrose and FareShare. As part of our commitment to delivering food to thousands of families in need, we want to give our generous customers the opportunity to spread some kindness this festive period and make their own contribution. Thanks to our customers and the fantastic work of FareShare, we hope that it will help make a small difference to families in need this Christmas.”

Alyson Walsh, Commercial Director, FareShare said: “This is a fantastic partnership which enables Waitrose shoppers to easily donate through Deliveroo in the run up to Christmas when so many people are looking to find practical ways to give back. The demand for food from FareShare has soared over the recent months and this generous initiative will help us to reach those in need.”

The relationship Waitrose has with Deliveroo underlines the John Lewis Partnership’s strategic ambition to look at commercial partnerships that give customers more convenient access to Waitrose products. It complements Waitrose’s two-hour home delivery service, Waitrose Rapid, which now has over 37,000 customers, a fourfold increase compared to pre-Covid.

Additionally, Waitrose.com provides online access to a full-shop range and now offers over 200,000 weekly slots, nearly four times the amount it could offer to customers before the pandemic, with plans underway to increase capacity to 250,000 weekly slots.

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