Case Study: Umami

Umami became a local favourite for the Everton community within weeks of opening at the beginning of 2023, becoming renowned for its Detroit square pizza which regularly sold out.

The contemporary American restaurant is owned by Michael Murphy and his business partner, Ben. The pair teamed up after meeting each other when Michael worked as a chef at another restaurant during the lockdown in 2020. “My whole career I’ve worked with food and been a chef, so running my own restaurant had always been a dream of mine,” Michael explains.

Though evening sales are busiest, Umami is open from breakfast until dinner, serving up American-style square pizzas, burgers, wraps, loaded fries and other sides.

Michael places particular pride in the quality of the ingredients they use at Umami: “We’re definitely ahead of your average takeaway. No matter what the ingredient, everything is carefully selected – we even source our own pepperoni directly from Italy. 

The business joined Just Eat just over a year ago in February 2023, at which point the restaurant’s orders, Michael explains, “exploded”. 

“Being on Just Eat has been a real driver of growth for Umami and orders have been flying through,” Michael adds. “As an app with such a strong brand, Just Eat is familiar and readily available to consumers, which means it’s been great for getting exposure. In fact, we’re so pleased with how popular Umami has been that we’re currently exploring expansion opportunities for a second site.”