Jun 11, 2021

As more turn down meat, Deliciously Ella opens restaurant

Helen Adams
2 min
Plants by de, the first vegan restaurant from Deliciously Ella, is soon to open following a shift in attitudes to meat and dairy following COVID-19

Food writer Ella Mills, also known as Deliciously Ella, has been leading the plant-based food revolution since 2012.

The brand has a revenue of $18m and is headquartered in London, with popular food sold in shops ranging from cookies and crisps to baby food to cereal. 

The eponymous entrepreneur has also released six cookbooks covering main meals and hosts a YouTube channel, Deliciously Ella, laden with plant-based recipes. Now, she is opening a restaurant: Plants by de


The pandemic has offered entrepreneurs a chance to think about the next step

The Deliciously Ella delicatessen in London was shut for the pandemic and like many, Ella spent some of the time considering her career goals and personal ambitions. She eventually decided to open a plant-based restaurant.

“We’ve been closed for most of the last fifteen months and have spent a lot of that time reflecting on how we could make [a restaurant] a reality", she told her Instagram followers. "So today, let me introduce you to ‘Plants by de’, our home of plant-based food; and a place to showcase how innovative and delicious plant-based food can be.”

The online menu includes small plates, such as traditional vegan favourite, grilled sourdough, alongside more innovative creations like king oyster mushroom scallops, with parsnip puree. For mains, the restaurant offers vegan mac and cheese or rainbow bowls and a tempting vegan blueberry cheesecake for pudding. 

Vegan diets soared in popularity over the pandemic

Fellow celebrity vegan, singer Moby, told his FaceBook followers: “In a vegan world there would be no pandemics. 100% of pandemics are zoonotic in origin.” 

This was quickly debunked, as diseases can pass from humans to animals in other ways. But over the pandemic, many have turned their backs on the meat and dairy industries, following the outbreak of COVID-19 at a Chinese wet market in 2019. 

According to the Vegan Society, one in five Britons reduced their meat consumption over the past year and Google searches for vegan-related subjects saw a 113% increase in Canada. 

In January, French vegan restaurant ONA was awarded a Michelin star, the first in the country to receive the high culinary honour.

As the world recovers, there will be a lot more plants on menus, in kitchens and on plates, as the world gets back to the ‘new normal’.


Deliciously Ella
Deliciously Ella

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Jul 15, 2021

Deliveroo boss, Will Shu, goes undercover as food courier

Helen Adams
2 min
The millionaire Deliveroo founder posed as a delivery man in London, to see how the business operates on the ground

The co-founder of Deliveroo, Will Shu, has taken a humble approach to leading the company, by delivering food to customers himself to find out what his employees deal with. On one recent trip, he noted how restaurant staff were ‘rude’ to him when he pointed out that the food he was due to deliver was cold.

Co-founder Will Shu is based in London. The University of Pennsylvania graduate hatched Deliveroo in 2012, with the target of getting local restaurant meals to hungry people quickly. The company has a revenue of £476m. 


Please tell your staff to smile, says Deliveroo boss

The Deliveroo app allows users to order takeaway food, which is then delivered by independent food couriers, often cyclists in weather-proof backpackers, to a house, place of work or even a public location. The company is now active in 12 countries and has helped many through the stress of the pandemic by delivering delicious meals to the doorstep. 

Shu has chosen to do several undercover rounds and he told The Diary of a CEO podcast that on one delivery in Notting Hill, he was rudley disregarded by the staff of an eatery where he collected the food. 

“I did five deliveries last night in Notting Hill. I’m not like a celebrity so no one recognises me. Then I got the food and it was kind of cold, and I’m like ‘hey, you know this food’s kind of cold’ and they were like ‘just deliver it buddy.”

Shu refused to name the location but said he would tell their bosses about the incident. 

“We need to figure out a way to get this to work. Please tell your staff just smile, say ‘hey, how are you doing’. It makes a big difference in people’s days.”


Deliveroo set to expand its business with new tech roles

Deliveroo has recently announced that it will create 400 high-skilled tech jobs, to support its rapid growth and to help restaurants improve efficiency.

The company is seeking to hire across a range of skill sets including software engineers, product managers, user researchers, designers, and even data scientists.


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