Deliveroo is deepening its partnership with Bread for All, an initiative by the Mohammed bin Rashid Global Centre for Endowment Consultancy, to expand the rollout of smart meal vending machines across Dubai. This collaboration, part of Deliveroo’s global Full Life campaign to combat food insecurity, aims to provide consistent and free access to food for individuals and communities in need.
Scaling Social Impact Through Tech
The next phase of the partnership will focus on increasing the number of smart vending machines in new key locations, including major mosques, labour accommodations, and other high-traffic areas. This strategic placement is designed to ensure that beneficiaries have reliable access to meals throughout the year.
The machines will be stocked with a continuous supply of essential food items, such as bread, pastries, and full rice dishes like biryani, directly addressing the daily nutritional needs of workers and low-income individuals in the community.
In-App Donations Fuel the Initiative
Funding for the meals is powered by Deliveroo’s in-app round-up feature, a seamless donation tool that allows customers to contribute at checkout. Users can round up their order total or select a specific amount to donate, with all proceeds directly supporting the Bread for All initiative. This model has proven successful, with the partnership already generating over AED 1 Million in donations from Deliveroo customers.
Zainab Juma Al Tamimi, Director of the Mohammed bin Rashid Global Centre for Endowment Consultancy, praised the collaboration, stating that the “Bread for All” initiative was launched to provide sustainable solutions to food security challenges through smart devices operating around the clock.
“Our partnership with Deliveroo aligns with our goals of increasing the number of smart machines dedicated to providing free meals in new locations across central Dubai, ensuring the continuous availability of meals for those in need,” Al Tamimi added.
Taghrid Oraibi, Head of Communications at Deliveroo Middle East, highlighted the impact of the platform’s user base. “This collaboration builds on the first phase of our partnership with Bread for All, which saw the initiative integrated into the Deliveroo App and has contributed to over AED 1 Million in donations, thanks to the generosity of our customers. By supporting the smart vending machines, we’re now helping increase access to meals all year-round in areas where they’re needed most.”
About Bread for All
Bread for All is an initiative launched by the Mohammed bin Rashid Global Centre for Endowment Consultancy, part of the Dubai Awqaf and Minors Affairs Foundation. It aims to tackle food security challenges by leveraging technology to provide free meals to workers and low-income individuals through smart vending machines operating 24/7.
About Deliveroo
Deliveroo is a food and grocery delivery company that operates in over 40 countries. Founded in 2013 by William Shu and Greg Orlowski, the company aims to change the way people eat and shop by connecting them with a wide range of local restaurants, grocery stores, and retail partners.
Source: Zawya
