Just Eat launches innovative carbon labelling trial

Just Eat, the UK’s leading food delivery platform, has launched a carbon labelling trial in Brighton in a first of its kind for a UK food delivery platform.

Alongside My Emissions, a leading provider of food carbon calculations and labelling, Just Eat is working with five restaurant partners for the next 12 weeks to display a ‘traffic light’ carbon rating next to main meals. The ratings take into account the farming, production, transport and packaging of the dishes.

Participating restaurants will display a carbon label rated from A (Very Low carbon impact) to E (Very High carbon impact) by incorporating a traffic light colour system on their Just Eat page, meaning consumers will be able to better understand the carbon impact when choosing a meal on the app or web.

The trial is initially taking place with five restaurants in Brighton including Smoque Burger, No Catch, Brewdog, Fat Pizza and Fat Burgers and Desserts. Fat Pizza and Fat Burgers and Desserts are expanding the trial to over 40 stores nationwide on the Just Eat platform.

Just Eat estimates that 80 percent of the wider marketplace carbon footprint is generated by food and food production. The trial aims to address this by helping consumers better understand the environmental impact of their food choices and by supporting restaurant partners in offering more sustainable options.

Jaz Rabadia , Head of Responsible Business and Sustainability at Just Eat Takeaway.com shared, “We are com¬mit¬ted to building a more sustainable future for the food delivery industry. This trial, with the support of our restaurant partners, aims to empower and educate our consumers on the impact food choices can have on our planet.”

Matthew Isaacs, Co-Founder of My Emissions, said, “Food is one of the best ways we can reduce our carbon footprint. Just Eat are the ideal partners to test the impact of our carbon labelling, and I can't wait to see how this impacts people’s food choices on the app.”

Sepand Sarmadi, Restaurant Owner of Smoque Burger, added, “More and more of our customers are becoming aware of the environmental impact of the food industry, with many looking to make more climate conscious food choices. We’re really pleased to be involved in this project to learn more about the carbon impact of our food and gain insights into customer preferences.”

As part of the trial, participating partners, representing a variety of cuisine types, are working with My Emissions to calculate the carbon footprint of their menu items. They have also received insights and tips on how they can reduce their carbon footprint. The feedback provided will help restaurants make informed decisions about the ingredients they use. For example, choosing the SmoQue fillet burger over the SmoQue beef burger saves the same emissions as a person taking a one-way trip from London to Paris by train (1.80 kgCO2e) which is a reduction of 60.2% in emissions. The results of the trial will help Just Eat assess how the initiative could be scaled more widely.

Just Eat Takeaway.com is committed to supporting both restaurants and consumers to make more sustainable choices through collaborating with partners like My Emissions. In 2021, Just Eat Takeaway.com launched its Responsible Business Framework identifying key areas (Planet, Food, People & Society) to take positive action to drive sustainability across the industry.

In the UK, as part of its mission to drive sustainability through the takeaway sector, Just Eat has launched numerous campaigns. This includes Just Eat and Notpla’s ongoing partnership to provide seaweed based compostable packaging to restaurants. Just Eat also conducted research with Hubbub into food waste, resulting in a trial with restaurants which gave customers the option of a smaller chip ‘waste-less’ portion size.