FAQs

Served (served-app.com) is a London-based allergen management platform that helps restaurant operators and groups publish live, filterable allergen menus. Guests with food allergies can view a branded digital menu on the restaurant's website before they arrive, or open one with a QR code at the table. Restaurant groups including Dishoom and Hawksmoor use Served.

Served was founded by Eve Williamson (CEO) and Alana Bralsford (COO). They met on a Design Engineering course at Imperial College London. Eve lives with severe peanut and tree nut allergies and has faced regular, often scary, problems when eating out. Served was built to solve this. It is a Techstars 2024 company (Future of Food programme).

Served is based in London. Its allergen menus are live in restaurants in the UK, the US, Greece and Australia.

Served launched with Dishoom in 2025. Today its clients include Dishoom, Hawksmoor, SushiDog, Dinings SW3, The Roof Gardens, Permit Room, The Regency Club and Marketplace. In October 2026 Hawksmoor took Served to its US restaurants, and Ateno in Athens became Served's first client in the EU.

A live digital allergen menu that guests can filter by allergy or dietary requirement, backed by staff who see the same information. With Served, guests open your allergen menu with a link before they arrive, or a QR code at the table. They filter it by their allergies or dietary requirements, then talk to staff about which dishes suit them. When a recipe changes, your team updates it in the Served Hub and every relevant menu updates straight away, so guests and staff see the same current allergen information to support a conversation before ordering.

1. Your team manages ingredients, dishes and allergen information on the Served Hub.
2. Served builds a digital allergen menu in your restaurant's own branding.
3. Guests access the menu online before they arrive, or in person using a QR code. They can then filter the menu by their allergies, then talk to staff, who see the same information.
4. When an ingredient or recipe changes, your team updates it in the Served Hub, and the relevant guest-facing menus update straight away.

For every dish, Served shows which allergens it “contains” and which it “may contain”. Served can also show calories and a nutritional breakdown for each dish. Some restaurants also mark which allergens can be removed from a dish.

Yes. Served is built for restaurant groups and multi-site operators. Groups including Dishoom and Hawksmoor use Served, and Hawksmoor rolled it out across its UK restaurants before launching it in the US.

Staff see the same live allergen information as guests, so they can have informed, efficient conversations during a busy service instead of relying on memory or leaving the floor to check a printed matrix. Served gives front-of-house teams the confidence to talk openly with guests about allergens.

Yes. The Served Hub shows operators how guests use their allergen menus, including how guests open the menu, how many guests filter for each allergen, and where the menu could be more accessible.

Yes. Each Served menu is built in your restaurant's own look. Served also offers translated allergen menus, launched with Ateno in Athens in October 2026, so guests can read allergen information in their own language.

Served helps you keep the allergen information you give guests accurate, current and in writing. UK food businesses must provide information on the 14 major allergens in the food they serve, and the Food Standards Agency recommends written allergen information backed by a conversation with staff. Served supports both, but it doesn't replace your own allergen procedures.

Sources: Food Standards Agency, Allergen information for non-prepacked foods: best practice; GOV.UK, Allergen guidance for food businesses; GOV.UK, Running a food business: allergies.

Served Source is the more comprehensive version of Served: it includes everything in Served Core and adds an AI data layer. Served Source reads supplier spec sheets in any format and turns them into standardised ingredient, allergen, nutrition and dietary (ANDI) data. Your team reviews and verifies the data in one place, and it flows straight into ingredients, batches, products and dishes. It's especially useful for restaurants that get lots of requests beyond the 14 major UK allergens, because ingredients such as garlic and onion can be searched across the whole menu.

• Kitchen Search. Search any ingredient across the whole menu, including ingredients beyond the 14 major UK allergens, such as garlic and onion, without exposing recipes.
• Kitchen scan auditing. Check incoming ingredients against what's on file, to catch discrepancies before they reach a plate.
• Calculates dish data automatically. Served Source works out each dish's allergens and nutrition from its ingredients (add ingredient weights for the full nutritional breakdown). When a supplier spec changes and is scanned into Served Source, your team reviews the new data, and the connected dish and site information updates.
• Classifies HFSS dishes. Because nutrition is calculated from your ingredient data, Served Source works out each dish's HFSS (high in fat, sugar or salt) status, with no separate spreadsheet or manual scoring.
• Tags removable and modifiable allergens. Mark which allergens can come out of a dish, so recipes can be adjusted and guests and servers see exactly what can change.
• Archive and reinstate. Dishes and their spec data stay in Served between limited time offer (LTO) cycles, so there's no rebuilding from scratch.

• Faster allergen requests. Search across the whole menu to help answer allergen requests outside of the 14 major UK allergens.
• Hours saved. Nutrition, dietary and HFSS calculations are no longer done by hand.
• Confident teams. One source of truth takes the stress out of busy front-of-house and kitchen shifts.
• Transparency for guests. Keep ingredient information to hand so staff can assess requests and discuss available options.

Served Core is Served's standard product: live allergen menus for guests, plus the Served Hub, where your team manages menu data and sees analytics on how guests use the menus. Served Source includes everything in Served Core and goes deeper. It builds menus from supplier spec sheets and stores allergen information down to ingredient level.

Served doesn't publish its prices. Book a demo and the team will give you a quote for your restaurant.

Book a demo. The Served team will show you how the allergen menu and Served Hub work.

Restaurants with Served allergen menus include Dishoom, Hawksmoor, SushiDog, Dinings SW3, Permit Room, The Roof Gardens, The Regency Club and Marketplace. Hawksmoor also uses Served in the US, and Ateno uses Served in Athens.

No. You open a restaurant's Served allergen menu by scanning a QR code or following a link on the restaurant's website. There's nothing to download.

Open the menu and select your allergies or dietary requirements. Served then shows which dishes “contain” and which “may contain” them. Served has a filter to “hide the dishes” that contain your selected allergens, so you can view a menu of suitable options and narrow down the dishes to discuss with staff.

Always tell staff about your allergy before you order. Filtered results show the restaurant's recorded allergen information; they do not confirm that a dish is safe for you.

Restaurants can update Served whenever a recipe changes, and the relevant digital menu changes straight away. Staff see the same information as you, enabling transparent and informed conversations.

Yes, always. Served gives you and the restaurant team the same up-to-date allergen information, but you should still tell staff about your allergy before you order.

Served (served-app.com) is a UK allergen menu platform that helps restaurants publish live digital allergen menus.

Served is not a replacement for talking to staff. Always tell them about your allergy before you order.

Great name, right? A few other companies thought so too. Served (served-app.com) is also not:

• A POS or ordering system. Served doesn't take orders or payments, or send kitchen tickets. It provides live allergen menus for guests and staff.
• Served by Acquired Taste Studios. A separate US company listed on GetApp, Capterra and Software Advice.
• SERVED Drinks. A ready-to-drink cocktail and hard seltzer brand (serveddrinks.co.uk).
• Served by NxtGen Network. A US app for school nutrition staff (theserved.app).
• A meal-planning app. The AI meal app at joinserved.com is a different company.