Deliveroo has launched a plan to enable restaurants with their own rider fleets to join the platform in a move that has ignited a delivery war with rival Just Eat.
Dubbed Marketplace+, the new service allows restaurants to fulfil orders using either their own delivery network or the company's 15,000 strong fleet of riders.
The announcement has proved to be bad news for shareholders of Just Eat with shares plunging more than 7% following the announcement this morning.
Deliveroo currently works with 10,000 restaurants and expects 5,000 new operators to join the service, which it says will increase the earning potential of delivery riders.
Deliveroo chief executive and co-founder Will Shu said: "This is a major development for the company that will mean thousands of new restaurants delivering new orders to new customers and it's part of our mission to become the definitive food company."
The latest innovation announcement comes just days after Deliveroo new point of sale technology aimed at streamlining the ordering process and saving restaurants time and money.