How Does Deliveroo Make Money? The Deliveroo Business Model In A Nutshell

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Written By Angelo Sorbello

Tech entrepreneur and passionate about business



In today's fast-paced society, the online food delivery industry has seen tremendous growth. Deliveroo, a prominent player in this space, has successfully established itself as a leading platform connecting customers with a wide range of restaurants.

By offering convenience, choice, and quick delivery times, Deliveroo aims to satisfy both customers and restaurants alike.

In this article, we will delve into the business model of Deliveroo, exploring its revenue streams, distribution strategy, marketing efforts, competitive advantage, organizational structure, and origin story.

Key Takeaways

  • Deliveroo generates revenue through commission fees from restaurants on each order and delivery fees charged to customers.
  • The company also offers subscription services like Deliveroo Plus, which provides additional revenue streams.
  • Deliveroo utilizes a digital distribution strategy through a mobile app and website, allowing customers to browse menus, place orders, and track deliveries.
  • The company differentiates itself through its extensive restaurant network, quick delivery times, convenience, and reliable food delivery, as well as partnerships with local restaurants and brands.

Value Proposition and Customer Segments

Deliveroo's value proposition lies in its ability to provide convenience and choice to both customers and restaurants through its digital platform and wide selection of restaurant options with home delivery.

The company aims to satisfy customers by offering quick delivery times and a user-friendly app that allows for easy browsing, ordering, and tracking. It also tailors its services to meet the unique needs of different customer segments. For example, it offers flexible delivery options and real-time order tracking to enhance convenience.

Deliveroo's digital platform also benefits restaurants by expanding their reach and increasing sales. By partnering with Deliveroo, restaurants can list their menus and prepare orders for delivery.

Distribution Strategy

Utilizing a digital distribution strategy, Deliveroo operates through a mobile app and website, enabling customers to browse menus, place orders, and track deliveries. The company relies on data analytics and route optimization to ensure efficient and timely delivery.

Here are four key aspects of Deliveroo's distribution strategy:

  1. Mobile App and Website: Deliveroo's digital platform allows customers to access a wide selection of restaurant options and place orders conveniently.
  2. Restaurant Partnerships: Deliveroo partners with restaurants to list menus and prepare orders, expanding their reach and increasing sales.
  3. Fleet of Delivery Riders: The company manages a fleet of delivery riders who pick up and deliver orders to customers, ensuring quick and reliable service.
  4. Data Analytics and Route Optimization: Deliveroo utilizes data analytics to optimize delivery routes, improving efficiency and reducing delivery times.
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Revenue Streams

The revenue streams of Deliveroo include:

  • Commission fees from restaurants on each order: Deliveroo earns a percentage of the order value from restaurants for using their platform, making this a significant source of revenue.
  • Delivery fees charged to customers: The fees charged to customers for the delivery service also contribute to Deliveroo's revenue.
  • Subscription services like Deliveroo Plus: Deliveroo Plus is a subscription service that provides customers with benefits such as free delivery and exclusive discounts for a monthly fee. This subscription service adds to the revenue generated by Deliveroo.
  • Marketing services for restaurants: Deliveroo offers marketing services to restaurants, providing promotional opportunities that contribute to their revenue.
  • Partnerships and collaborations with restaurants and brands: Deliveroo has partnerships and collaborations with various restaurants and brands, which provide additional revenue streams.

These various revenue streams allow Deliveroo to sustain its operations and continue providing its services to customers and restaurants.

Marketing Strategy

The marketing strategy of Deliveroo focuses on digital advertising, promotions, partnerships, and referral programs to reach potential customers and collaborate with restaurants and brands. The key components of their marketing strategy are:

  1. Targeted digital ad campaigns: Deliveroo utilizes digital advertising to reach potential customers and promote their platform and services effectively.
  2. Collaborations with restaurants: Deliveroo collaborates with restaurants to offer promotions and discounts, attracting more customers to their platform.
  3. Referral programs: Deliveroo incentivizes users to refer their friends and family by offering rewards, which helps in expanding their customer base.
  4. Partnerships with brands and events: By partnering with well-known brands and participating in events, Deliveroo engages in co-marketing initiatives, increasing brand visibility and attracting new customers.
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Through these strategies, Deliveroo effectively promotes its services, expands its customer base, and enhances its partnerships with restaurants and brands.

Competitive Advantage

Deliveroo maintains a competitive advantage through its extensive restaurant network, quick delivery times, and partnerships with local establishments. By leveraging these strengths, Deliveroo is able to offer customers a wide selection of restaurant options with home delivery, emphasizing convenience and choice. Additionally, the company's focus on quick delivery times enhances customer satisfaction and sets it apart from competitors. Deliveroo's collaborative partnerships with local establishments also contribute to its competitive advantage by allowing it to expand its reach and offer a diverse range of cuisine options to customers. Furthermore, Deliveroo benefits from network effects, where the value of its service increases as more restaurants and customers join its platform. This reinforces its position in the market and strengthens its competitive advantage.

Competitive Advantage
Extensive Restaurant Network Quick Delivery Times
Collaborative Partnerships Network Effects

Organization Structure and Origin Story

Founded in 2013, Deliveroo has established a unique organization structure and origin story.

  1. Rapid growth strategy: Deliveroo started with just three restaurant partners and quickly expanded to multiple locations, capitalizing on the increasing demand for food delivery services.
  2. Partnerships with local restaurants: Deliveroo collaborates with a wide range of restaurants, offering customers a diverse selection of cuisine options and helping restaurants expand their reach and increase sales.
  3. Partnership with Amazon: In 2019, Deliveroo received significant investment from Amazon, strengthening its position in the market and enabling further expansion.
  4. Positive feedback loop and network effects: Deliveroo's success is built on a positive feedback loop, where satisfied customers attract more restaurants and vice versa, creating network effects that enhance its value proposition.

Deliveroo's growth strategy, partnerships with local restaurants, and partnership with Amazon have played crucial roles in shaping its organization structure and origin story.

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Frequently Asked Questions

How Does Deliveroo Handle Food Safety and Quality Control?

Deliveroo ensures food safety and quality control through adherence to food safety regulations and implementation of rigorous quality control measures. This includes regular inspections of partner restaurants, monitoring of hygiene practices, and feedback mechanisms to address any issues promptly.

What Measures Does Deliveroo Take to Ensure Timely and Efficient Delivery?

Deliveroo ensures timely and efficient delivery through delivery tracking technology that allows customers to monitor their orders in real-time. Additionally, the company provides extensive rider training to ensure efficient order pickup and delivery.

How Does Deliveroo Select and Partner With Restaurants?

Deliveroo selects and partners with restaurants through a rigorous process that involves evaluating their menu, quality standards, and delivery capabilities. They prioritize restaurants that align with customer preferences and strive to offer a diverse range of options to enhance customer satisfaction.

What Benefits Does Deliveroo Plus Offer to Subscribers?

Deliveroo Plus offers subscribers benefits such as reduced delivery time and a wide selection of restaurants. It enhances convenience for customers, making it an attractive option for frequent users of the platform.

How Does Deliveroo Handle Customer Complaints and Feedback?

Deliveroo prioritizes customer satisfaction by actively managing customer complaints and feedback. Through their customer support teams, they ensure prompt resolution of issues, improving their services and maintaining a high level of customer satisfaction.


In conclusion, Deliveroo's business model revolves around providing convenience and choice to customers through its online food delivery platform. By connecting customers with a diverse range of restaurants and offering quick delivery times, Deliveroo aims to enhance customer satisfaction.

The company generates revenue through commission fees from restaurants and delivery fees from customers.

With its tailored approach to meet the unique needs of each customer segment, Deliveroo has established a competitive advantage in the online food delivery industry.

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