History and basic operations
Deliveroo was founded in 2013 by Will Shu and Greg Orlowski.[6] The company makes revenue by charging restaurants a commission fee, as well as by charging customers a per-order fee for delivery.[7] It operates in the UK, France, Belgium, Ireland, Italy, Singapore, and United Arab Emirates. In 2022, Deliveroo launched an advertising platform enabling businesses to promote products across its app.[8]
Customers place orders through its app or website, then self-employed bicycle or motorcycle couriers transport orders from restaurants to them.[9] Since 2016 its logo has referenced a simplified kangaroo character.[10]
In November 2017, Deliveroo introduced Deliveroo Plus, a subscription service which gives customers in the UK and Ireland unlimited free delivery.[11]
Deliveroo works with some of the biggest chain restaurants across the UK, along with thousands of independent restaurants.[12][13] On 16 November 2016, it became known that the brewing company Heineken International had closed a deal for Deliveroo to deliver the latter's beers and ciders, initially across 15 sites in London, Bath and Cardiff. This delivery deal, whose activities started that same week, was considered the biggest one of its kind (that is, with regards to the brewing industry).[14]
In mid-June 2016, the founders of Deliveroo, Will Shu and Greg Orlowski received an award for the Best Startup Founders as part of The Europas Startup Conference and Awards, mainly given to technology companies. The company also received Fastest Rising Startup of the Year and the Europas Grand Prix award.[15]
In January 2017, Deliveroo announced plans to create 300 tech jobs in the UK when it opened its new head office in London later in 2017. That month the company had more than 1,000 full-time employees. As of 2022, Deliveroo employs over 3,000 staff globally.[16]
In April 2017, Deliveroo's Editions kitchens launched. These delivery-only kitchens allow restaurants to access customers in locations without needing High Street premises, thereby reducing set-up costs compared to a full-service restaurant. Deliveroo uses its data to identify areas where customer demand for certain cuisines is high and predicts which restaurants are likely to succeed there.[17][18]
In June 2018, Deliveroo launched ‘Marketplace+’, which enables restaurants with their own delivery fleets to operate on Deliveroo's platform. These restaurants can also access Deliveroo's network of riders to extend their delivery services.[19]
In May 2019, Amazon has partnered with the company to offer free delivery linked to Amazon Prime accounts.[20]
In November 2019, Deliveroo launched ‘Pick-Up’ - a click & collect service allowing customers to order food for collection. Restaurants who had signed up to offer the service at its launch included Byron, Pizza Express and Pizza Hut. In March 2020, Deliveroo launched its on demand grocery service and has since partnered with retail chains M&S, Aldi, Waitrose, Sainsbury's and others.[21]
In September 2021, Deliveroo launched rapid grocery delivery service HOP. The service promises delivery to customers “in as little as 10 minutes” with the first Deliveroo Hop dark store launched in central London, serving residents in Vauxhall and Battersea.[22]
Since 2021, Deliveroo has struck partnerships with major grocery partners including Morrisons, Waitrose, Co-op, Sainbury's, SPA, Asda and Wholefoods in the UK; and in international markets with Esselunga in Italy, Auchan in France and ParknShop in Hong Kong as part of its on demand grocery and HOP service. In the second half of 2022, grocery accounted for 11% of the company's Gross Transaction Value.[23]
In October 2022, Deliveroo opened its first brick and mortar high street store on New Oxford Street. Customers are able to shop in-store by ordering through digital kiosks; ordering via the Deliveroo app for collection at the store; and for delivery to local residents, offices and other addresses via Deliveroo's network of riders. The Deliveroo HOP on New Oxford Street offers grocery items from Morrisons ‘Ready to Eat’ and ‘The Best’ ranges to store cupboard staples, snacks and dinner ingredients.[24]
