Experts in Restaurant Delivery
We identify your growth opportunities, build high-impact plans and deliver results
The Four Pillars of Successful Delivery
A framework for stronger sales, loyal customers and sustainable growth
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Traffic
Are enough people viewing your menu?
We identify gaps that limit visibility and highlight ways to attract more customers to your menu.
We evaluate:
Setup & SEO
Promotion strategy
Demand generation & capture
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Conversion
Once customers land, are they ordering?
We identify what’s stopping customers from adding items to their basket and show you how to turn more views into sales.
We evaluate:
Menu
Value proposition
Operations
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Retention
Are customers coming back again?
We uncover gaps that affect loyalty and satisfaction and highlight ways to increase repeat orders.
We evaluate:
Customer experience
Training
In-store logistics
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Profit
Are you getting the returns you want?
We show what’s working and where smarter choices can improve sustainability and margin.
We evaluate:
Commercial setup
360° delivery strategy
Revenue streams
A diagnostic framework assessing 100+ touchpoints across the Four Pillars of Success.
Why ‘86’? In restaurants, ‘86’ signals that something’s missing; off the menu, out of stock, unavailable. For your delivery strategy, that missing piece could be the key to unlocking growth.
The 86 Report™ is designed to uncover:
what’s working
what’s not
where the biggest opportunities lie
By breaking your delivery operation down to its core, The 86 Report™ removes guesswork and gives you absolute clarity on where you stand today.
Think of it as a delivery MOT - a complete health check that reveals the gaps holding you back and shows exactly where you’re missing out compared to the competition.
Introducing The 86 Report™
The complete delivery scorecard, laying the foundations for growth across the Four Pillars of Success
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Diagnose
We start with The 86 Report™ - It reveals what’s working, what’s not and where the biggest opportunities lie. A structured diagnostic assessing your delivery setup across the four key areas of:
Traffic
Conversion
Retention
Profit
From diagnosis to delivery, a clear process that turns insight into action
How we work
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2
Strategise
Whether it’s improving margins, growing sales, or scaling up, we design a roadmap that’s realistic, high-impact and built around your operation. Using the insights from your 86 Report™, we build out a:
Detailed strategy
Tailored to your business goals
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3
Execute
We don’t just hand over a strategy, we deliver it. We stay close to the work to make sure progress actually happens.
That could mean stepping in as a:
fractional lead
running projects
supporting your team directly
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Our story
Green Tape was founded in 2025 by Ollie Navias after more than 25 years in hospitality. He began his career as a chef before moving into food sales, recruitment and guest experience.
That journey led to five years at Deliveroo, where he held leadership roles across commercial, strategy, and product, working with some of the UK’s biggest brands, solving complex problems and helping shape the platform’s value proposition.
Green Tape exists because delivery has huge potential, but without the right structure, it quickly becomes reactive. We’re here to change that, bringing clarity, direction and a more deliberate approach to delivery.
About us
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Why Green Tape?
The name Green Tape has two meanings.
First, it’s inspired by Green Tape Theory, the idea that well-designed, purposeful rules don’t slow you down, they move you forward. It’s the opposite of red tape: less restriction, more momentum and a sharper focus on getting things done.
Second, it comes from professional kitchens, where green tape is used to label and organise ingredients. It’s precise. It’s intentional. It shows care. That mindset; disciplined, thoughtful, exacting, is what separates good from great.
Listen to Thomas Keller talk about green tape here.