Deliveroo started and to some extent remain the platform of restaurant brands and cool independent operators. Starting in London Deliveroo carefully curated a list of quality operators to offer their customer base. Deliveroo needed operators that could provide a great service, with quality product that customers were already using, but had difficulty (or impossible) to have delivered.
Think Five Guys, Wagamama, Leon, Krispy Kreme, Byron when thinking where your offering sits and what type of user sits on the Deliveroo platform.
Deliveroo started as the order aggregator delivery platform. From the outset they had their fleet of riders (William Shu included at times) and their differentiator was that as a restaurant, food provider that they provided you with the tablet and all you had to do was accept orders and let them take care of delivery.
The success of this model is reflected in their Global expansion and $7bn valuation at the end of 2020 with a IPO pending.
Deliveroo’s target customer is 20-35, affluent, cash rich and time poor. They place (as the others do to be far) a huge focus on the quality of your service and offer. If you can’t hit their KPI’s then you’ll be lost on their platform. Deliveroo’s popularity in 2020 saw 20,000 new business locations open up on their platform so don’t expect to open and just have traffic. You’ll still need a robust opening plan. See are blog on Deliveroo’s plans to open in 100 new towns and cities about how to take advantage of their growth.
- Think Deliveroo for brands, a higher price point than JustEAT, and heavy focus on you delivering great service, quality and speed (KPI’s) to the customer
- As well as delivery services, Deliveroo will also send you foot traffic to click and collect for a lower commission
- Deliveroo have a network of their own cloud kitchens and can support your expansion in that way as well.