itsu, the healthy, Asian-inspired restaurant, has today announced the launch of its new, innovative ‘Build Your Own’ (BYO) feature now available on the itsu [insider] app.
Built in response to the abundance of popular dietary trends and growing appetite for personalised options, the service embraces the latest technology available, strengthening the brand’s digital customer experience.
From today, Asian food fans will be able to customise their order, meaning those returning to offices in the next coming weeks and months will be able to build bespoke hot and cold itsu dishes - from rice and noddle bowls, right through to sushi boxes.
The function will also limit contact in store, making it a safer environment for both consumers and restaurant staff.
Boasting over 1,000 different combinations, customers will have the option to personalise not only by taste preference, but dietary needs – factoring in elements such as adding extra protein, carbohydrates and checking calories.
The move follows fresh data that indicates the surge in popularity for Asian cuisine, both in and out of home.
Made fresh to order via the Click & Collect function, the feature is 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.
UK CEO Ganan Kanagathurai commented, “The function is the next step in itsu’s journey to further innovation, bringing us closer to becoming the better future for fast food,
He added, “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.
“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.
“Allowing customers to pepper in more protein, cut the carbs and dial up flavour, reinforces our ethos to ‘eat beautiful’ - whatever way that works for you.
“This is an exciting time for itsu and positive move for the brand as we continue to innovate and make our customer experience as smooth and pleasant as possible.”