Itsu launches ‘Build Your Own' feature in app

The chain is responding to a growing demand for personalised options.

Itsu announced the launch of a new ‘Build Your Own’ (BYO) feature on its app, created in response to dietary trends and growing appetite for personalised options.

The company said the customisation option would mean customers returning to offices in the coming weeks would be able to build bespoke hot and cold Itsu dishes.

The function is expected to also limit contact in store.

Itsu expects its kitchens to deal with potentially 1,000 different combinations via the app, as customers have the option to personalise by taste preference and dietary needs.

Orders are made fresh to order via the click & collect function and will initially be available to those near the King’s Road, Oxford Cornmarket and Brighton restaurants. A nationwide roll-out is expected across Itsu’s full estate on 21 April.

“Customisation is set to be one of the major food trends over the next five years. In recent years we’ve seen a surge in customer requests to go ‘off menu’. We’ve listened to our community and we’re thrilled to announce our new Build Your Own function, offering our customers a truly personalised, inclusive service,” Itsu UK CEO Ganan Kanagathurai said.

“Long gone are the days where restaurants dictate to customers what and how they will eat. Customers will demand it ‘their way’, and if restaurants cannot accommodate, consumers will simply go elsewhere to get what they want.”