​Tortilla Parts Ways with Deliveroo in Strategic Overhaul

In a strategic move to refine its delivery operations, Tortilla has concluded its delivery partnership with Deliveroo. The decision is part of Tortilla's broader strategy to improve its profitability and operational efficiency. Despite the termination of the partnership, Tortilla's Mexican cuisine remains accessible to customers through Uber Eats and Just Eat.

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Tortilla attributes the partnership dissolution to the imperative of optimising delivery commission charges, impacting its margin performance. The brand emphasised the need to consolidate its delivery operations, aiming for a more streamlined structure and deeper partnerships with fewer providers. This approach is underscored by Tortilla's record of delivering 1.5 million main dishes in 2023 across its delivery platforms, with the chicken pibil burrito leading in popularity.

This strategic pivot also aligns with Tortilla's expansion plans, including the inauguration of four new outlets in UK travel hubs in collaboration with SSP. The move mirrors a growing trend among restaurant brands reassessing their delivery partnerships, highlighted by KFC's departure from Deliveroo six months prior over similar commission concerns.

Deliveroo, responding to the shift, remains committed to offering a diverse and valuable selection, boasting partnerships with approximately 60,000 top-tier restaurants in the UK and Ireland, including exclusive Mexican dining options.

We invite our readers to share their thoughts and perspectives on this development. How do you view the evolving dynamics between restaurants and delivery platforms? Comment below to join the discussion.