Last updated: 8 October 2026 · By Eve Williamson, co-founder and CEO
Served (served-app.com)is a London-based allergen management platform that helps restaurant operators and groups publish live, filterable digital allergen menus. It turns a restaurant's ingredient data into a branded menu that guests can check on the restaurant's website before they arrive, or open with a QR code at the table.
What Does Served Do?
Served collects a restaurant's ingredient and recipe data and turns it into a branded digital allergen menu. When an ingredient or recipe changes, the restaurant team can update the information in the Served Hub and the guest-facing menu updates immediately.
Each dish can show which allergens it “contains”, which it “may contain”, and which components can be removed on request. Menus can also include the number of calories and a nutritional breakdown per dish.
Guests can open the menu via a QR code or filter dishes according to their dietary needs. Restaurant staff also have access to the live information, allowing guests and staff to have informed conversations about allergy requirements in the most transparent way possible.
Served can also provide restaurant operators with analytics about how guests are interacting with their allergen menus. Insights for operators can include how guests are accessing the allergen menu, the number of guests with certain allergies, and how restaurants can make their menus more accessible.
Why Do Restaurants Need Live Allergen Menus?
Restaurants need live allergen menus because food allergies are becoming increasingly common, and allergen information kept in spreadsheets, printed matrices, or staff memory can quickly become out of date and dangerous when front-of-house staff are under strain during a busy service.
Around 6% of UK adults, about 2.4 million people, have a clinically confirmed food allergy (Food Standards Agency PAFA study, 2024 – University of Manchester).
In an FSA survey from winter 2024/25, 42% of adults with a food allergy, intolerance or coeliac disease reported a reaction to food from a restaurant, café or takeaway in the previous six months (Food Standards Agency, 2025).
A live allergen menu means that ingredient changes can be updated instantly across menus. Both guests and staff can therefore work from a single source of truth with up-to-date information that they can feel confident in, enabling open communication and smooth dining experiences.
Who Uses Served?
Served launched with Dishoom in 2025, and is now used by restaurant operators and groups including Hawksmoor, SushiDog, Marketplace, Dinings SW3, The Roof Gardens, Permit Room and The Regency Club.
The Served platform is also used across the US, Greece and Australia. Served's first EU launch was with Ateno in Athens, Greece, in October 2026, offering translated menu options.
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How Does the Served Allergen Menu Work?
- Served can help operators streamline collecting ingredient, allergen and nutritional information from suppliers. The restaurant team can manage ingredients, dishes and allergen information on the Served Hub.
- Served creates a branded digital allergen menu.
- Guests can access the menu online before they arrive (e.g. on the restaurant's website), or in person using the QR code printed on physical menus.
- Guests filter the Served digital allergen menu by allergens or dietary requirements. They can see what dishes “contain” and “may contain” and then can make an informed decision about what they want to have.
- When an ingredient or recipe changes, the team updates the information in the Served Hub and the relevant guest-facing menu immediately changes.
Who Founded Served?
Served was founded by best friends Eve Williamson, CEO, and Alana Bralsford, COO. They met while studying Design Engineering at Imperial College and bonded over a shared love of food.
Eve has had a severe peanut and tree-nut allergy all of her life. When eating out, she regularly faced outdated allergen matrices that read like cryptic crosswords, miscommunications that led to A&E trips, and even being asked to sign a waiver before she could eat (Perfect Bite podcast).
Backed by Techstars (Future of Food programme, 2024), Eve and Alana built Served to solve this problem. Their mission is to break down the stigma around food allergies in hospitality, so no guest is left guessing.
Where Can I Find Out More About Served?
Follow Served: LinkedIn · Instagram · TikTok
The founders: Eve Williamson on LinkedIn · Alana Bralsford on LinkedIn
Served on podcasts and in the press:
- Perfect Bite podcast: “Served App's Perfect Bite”
- The Stacked Podcast (formerly Tech on Toast): “From University to Start-up: How Two Friends Are Revolutionising Restaurant Allergen Safety”
- Captive Conversations: “How This Startup Is Changing Food Allergy Safety Forever”
- New Food Magazine: “Allergen disclosure is evolving – and restaurant systems must keep up” by Eve Williamson
- Served on Techstars