Against this backdrop Just Eat, the leading online food delivery company that always placed food and people’s need at the center of its business, has decided to make a significant contribution to society that is aimed at reducing waste in Italy and helping communities in need through the donation of food. The brand has created Solidarity Restaurant. It's an awareness campaign that has made it possible to promote the culture of food as a precious resource to be protected. The project wants to make Italians aware of the phenomenon and offer restaurants the possibility of donating surplus food, whilst at the same time supporting them to adhere to the legislative measures contained in Law 166/2016 and benefit from the tax concessions. A survey revealed food waste as an important issue for 83% of restaurants, 77% would like to play an active role and 55% would like to join Solidarity Restaurant.

The project was communicated in the teasing phase with the launch of mini-website www.ristorantesolidale.it (December 21, 2016), launching a call to action to restaurants with internal newsletters and conducting a survey on the state of wastage (panel 500 restaurants).The restaurants pilot group was created, the first 4 communities in need in Milan were selected by Caritas and the first delivery was organized (February, 22, 2017), with Pony Zero. An announced was made at an official conference held in Palazzo Marino attended by a large number of people and receiving high media exposure. To mark the first delivery two digital media stars (Entrophia and Uomo senza tonno) acted as very special food explorers, experiencing and recounting their time with Ristorante Solidale (Solidarity Restaurant) on social media. A second delivery in Milan was organized a month later, increasing the number of restaurants and communities.

Media output: Wide high impact coverage on traditional and digital media. 24 million Italians reached, including key influencers (160 journalists), 160 articles published (60 on the first day of the campaign) in national, local newspapers, consumer, lifestyle and trade media, 10 interviews with key media. High resonance on Radio and TV. 160,000 fans reached through influencers social channels. AVE generated by media is €700,000 (ROI 35x)

Audience Outcomes

- generating awareness leveraging on the potential of food delivery for charity needs

- placing Just Eat as a responsible and trusted brand, qualifying and rising institutions, stakeholders and influencers relationships

- reinforcing the collaboration with current strategic restaurant partners in Milan (13 up to now) and to create a direct dialogue with Italian institutions

- donating 96 hot meals, supporting concretely people in need and offered a real contribute to save our planet

- spreading a responsible and social company commitment with the employees

Business Outcomes: The project achieved outstanding results. So much so that plans are already being drawn up for the next cities, where Solidarity Restaurant will arrive to raise awareness around Italy and reduce waste. Many restaurants asked to join the project and new ones not already affiliated to the service wished to be part of Just Eat partners group. Different organizations contacted Caritas to contribute with actions such as Just Eat done. The project supported Just Eat in increasing the leadership towards competitors, distinguishing once again for innovation, consumer oriented-approach and food delivery new frontiers mission