Just Eat to launch WhatsApp food ordering in Europe
The solution is powered by Just Eat's own in-app artificial intelligence assistant.
Just Eat Takeaway.com has introduced what it describes as Europe's first food and retail ordering journey on WhatsApp, allowing customers to browse, discover, and select items entirely within the messaging app before completing payment on the Just Eat Takeaway.com platform.
The service will initially pilot in the Netherlands and Spain in the second quarter of 2026, with the company already exploring further expansion into more countries and other Meta services.
Unlike previous WhatsApp integrations that functioned only as customer support channels, the solution offers a complete chat-to-basket experience powered by Just Eat Takeaway.com's own in-app artificial intelligence assistant, which can interpret natural language, including conversational and less structured input, to provide restaurant and retail recommendations.
"By introducing Europe's first WhatsApp ordering flow, Just Eat Takeaway.com are not just adding a new channel; we are redefining the paradigm of convenience," said Mert Öztekin, Chief Technology Officer of Just Eat Takeaway.com. "This innovation is a core component of our evolution from a transactional menu application into a truly intelligent AI Life Assistant that understands customer intent in real-time."
Just Eat Takeaway.com said the move forms part of its unified global app strategy and positions the company as the first provider in Europe to offer an integrated ordering experience through the platform.
