Firestarter Business Solutions are proud to announce a new collaboration with Allergy Menu, the pioneering app that helps restaurants manage food allergy information more safely and effectively.
Serving Up Success: Firestarter Backs Allergy Menu’s Expansion
September 10, 2025
The partnership brings together Firestarter’s expertise in sales strategy consulting, sales outsourcing and marketing outsourcing with Allergy Menu’s innovative technology to serve up a growth initiative designed to transform how restaurants handle allergy communication.
Allergy Menu is a cutting-edge digital menu app solution designed to help restaurants, hotels, cafes and bars manage and communicate essential allergen information for the dishes on their menus. This not only ensures that they comply with food safety regulations for displaying allergy information such as Natasha’s Law, but also enables them to provide a welcoming and inclusive customer experience, allowing diners to enjoy meals with complete peace of mind, tailored to their specific food preferences and dietary requirements.
The project focuses on four key ingredients for success:
- A powerful sales proposition – Firestarter has developed a clear value proposition for Allergy Menu that communicates the benefits of the app while tackling major pain points for the restaurant industry. These include miscommunication around ingredients, managing complex allergies, protecting customer health, avoiding legal action and safeguarding brand reputation.
- Targeted marketing outsourcing – By combining Firestarter’s outsourced marketing resources with Allergy Menu’s existing content, brand assets and CRM system, the campaign has been designed to resonate with decision-makers in the hospitality sector and deliver results quickly.
- Sales outsourcing and business development activity – Firestarter’s dedicated business development team is actively engaging prospects, following up with leads, and securing corporate restaurant, hotel and hospitality clients for the Allergy Menu app.
- Laying the foundation for long-term growth initiatives – The collaboration is designed not only to deliver immediate results but also to shape a sustainable, proactive sales and marketing strategy that supports Allergy Menu’s future expansion.
The project is already showing promising results, with a nationwide coffee chain already expressing interest in rolling out the Allergy Menu app.
Matt Wheeler, Product and Marketing Director at Firestarter Business Solutions, said:
“This partnership demonstrates the power of combining a strong product with the right sales and marketing strategy. By applying our expertise in sales strategy consulting, outsourcing and growth initiatives, we’re helping Allergy Menu accelerate adoption in the restaurant industry while making dining safer for customers.”
Juliet Moran, Managing Director at Allergy Menu, added:
“Working with Firestarter has been a game-changer. Their ability to refine our message, build a targeted campaign and directly engage with restaurants has already delivered exciting traction. Interest from a nationwide chain shows just how much appetite there is for the Allergy Menu app. Together, we’re not just helping restaurants manage risk — we’re making dining safer and more inclusive for everyone.”
This collaboration highlights how strategic partnerships can drive meaningful growth initiatives. By blending Firestarter’s expertise in sales strategy consulting, sales outsourcing and marketing outsourcing with Allergy Menu’s innovative technology, the two businesses are proving how the right combination of product innovation and sales execution can unlock opportunities, mitigate risks, and deliver long-term success in the restaurant industry.
