How Does Deliveroo Make Money? Business Model Guide

Deliveroo offers food delivery on the internet and partners with other eateries to deliver food to their customers. Deliveries are handled by contract drivers who work on the basis of on-demand. One of the main differences between Deliveroo and other food delivery businesses is their focus on premium foods.

How does Deliveroo make money? Deliveroo earns its money through the delivery of food, signing-up, and service charges and also by offering premium subscriptions as well as selling food items through the company’s own kitchens.

Founded in 2013 by two Americans based in London, the company rapidly expanded to become one of the largest food delivery services in the world. At present, Deliveroo operates in 11 countries and has more than 140,000 restaurants on its platform.

Deliveroo is an online food delivery business that allows customers to take orders from restaurants located in the same area as them. Users of Deliveroo can make orders for food on their website as well as through their mobile app, which is available for both Android and iOS.

Utilizing a platform-to-customer model, Deliveroo doesn’t cook food or prepare meals for customers themselves. Instead, they act as middlemen to provide a marketplace for established eateries in cities where they are operating in.

Effectively they are a match-making business. The customer wants food, the customer orders food on their platform, and the business receives the order and gets the food despatched to the hungry customer!

Deliveroo will handle the payment process and the delivery. This is possible thanks to the workforce of contract drivers who carry out food delivery on their behalf.

What’s the biggest difference between Deliveroo and other food delivery services? Deliveroo is different from other food delivery services by focusing on top-quality restaurants. This permits the company to charge more for both food and delivery.

If the person lives close to the eatery, they may also choose to order and collect the food instead of delivery – which can reduce your bill since there is no delivery fee!

How Does Deliveroo Make Money?

Business Model of How Deliveroo Makes Money

Deliveroo earns revenue through delivery charges, service fees, and onboarding charges subscriptions, as in sales generated through its cloud kitchens.

Traditionally the food delivery industry is plagued by low margins and a high level of operational complexity, making it extremely difficult to make an industry standard of 20% profit.

The business model of Deliveroo has changed over time, and the business was able to create multiple streams of revenue after its rapid growth.

Let’s deep dive into each area of where they make money, the statistics and other valuable information on how Deliveroo makes money.

Order Commission

Similar to the case with any market place online (which the food delivery firms are a part of) the owner of the platform is paid a percentage of every transaction made on the platform.

When it comes to Deliveroo the company earns between 25 and 45 percent of commissions on each sale. The amount depends on the arrangement signed with the restaurant and the site.

For example, restaurants in Australia are charged between 30% and 35% as compared to restaurants in the UK are charged anywhere between 25%-30%.

In addition to that commission amount, users be charged a set charge for delivery. The delivery charge is utilized to reimburse the driver (on on top of any tips, as well as a bonuses that are variable and paid through Deliveroo).

Additionally, restaurants might require an onboarding fee to join the platform. It typically ranges from $300.

Deliveroo Plus

Deliveroo Plus is an membership plan which allows customers to enjoy a variety of advantages. This includes

  • Free delivery on all orders over PS10
  • Discounts that aren’t only available to regular customers
  • 24/7 customer service
  • 7-day trial for free to try out the software

For UK customers, the plan is priced at PS11.49 per month.

The month of January 2020 customers from Deliveroo took on the streets to complain about the prices after a 50 % price hike (£7.99 per month).

Deliveroo For Business

Deliveroo for Business lets other businesses buy food in large quantities for its employees. In addition, it lets businesses create budgets for food for their teams and have all orders (and charges) synced in the application. Deliveroo App

Employees will also be able order from current partners in the restaurant. Deliveroo will receive an income from these sales, and will share the remainder with the restaurant.

The company has not disclosed whether the company will charge customers with business accounts for access in the near future. It is more likely that business customers will be paid a little more because of their higher tendency to spend.

Deliveroo Editions

Working with hundreds of restaurants across the globe gives you the most amazing understanding of the things that work and what does not. Deliveroo was inspired by this to create Editions the company’s online kitchens.

The restaurants let customers select from a menu of diverse menu of cuisines like Pizza, Burgers, Sushi, Indian and so forth. Deliveroo operates the restaurants itself or teams with other restaurants to cook their dishes in the kitchens of their restaurants (the idea is known as ghost eateries).

In the event of partnerships, profits are divided equal among Deliveroo and the restaurant.

In addition, if you ever want to enjoy food floating in the air it’s possible that Deliveroo has you covered too. In the year 2019 they have launched the Helicopter Dining Experience in London which allows customers to enjoy their meals 1000 feet up in the air.

The Helicopter Dining experience is offered throughout London and was first introduced in collaboration with Charter-A helicopters.

Deliveroo Funding, Valuation & Revenue

Based on Crunchbase, Deliveroo has raised more than $1.7 billion over the course of eight rounds of Venture Capital financing. In its most recent financing round (Series H) which was that was announced in January of 2020, Deliveroo was able to bring in $180 million.

Deliveroo has been valued at around $7 billion in it’s Series H financing round. The company’s value is likely to increase by a third when it is listed on the market in March 2021.

Some notable investors include Fidelity Management, Amazon, DST Global, Accel, Index Ventures, General Catalyst and many more.

In the fiscal year 2019, Deliveroo recorded annual revenues of $1.01 billion, an increase of by 62 percent over the year before. The company lost nearly $400 million during the same period.

How Did Deliveroo Begin? The Company Timeline

Deliveroo was established at the end of the year 2013 by American founders William Shu and Greg Orlowski. The company is headquartered at London, UK, the company was founded to address the issue of slow delivery options.

At the time, several platforms such as the Just Eat or DeliveryHero were operating as Delivery Service Aggregators that is, they just provided the menus, but the restaurant itself was required to handle the delivery.

Many restaurants didn’t (and aren’t) have the staff to transport food items to their patrons. In the end, they enlisted Deliveroo who handled the delivery process through hiring contract workers who executed the delivery on their behalf.

Fun facts about the web:Deliveroo almost began as “Boozefood” an organization that was designed to provide food to people who were drunk late at night.

In 2015, the company was able to add over 1,500 restaurants across eight cities that were served by 500 drivers. This was the result of the Series A and D financing rounds, in which the company was able to raise close to $200 million.

In the realm of food delivery expansion is the goal. Deliveroo utilized its money to rapidly open restaurants and offices in more than 11 countries around the world.

Like all businesses on demand which relies on a flex staff, Deliroo faced some legal issues. In 2016, the drivers went to the courtroom, claiming lackluster working conditions, low pay and illegally employed as contractors rather than employees.

In the same year co-founder Orlowski quit the business to focus his efforts on the creation of a new company called Peanut. Shu continued to run the company as its CEO.

Unfortunately for the drivers, the majority of cases in court have been decided to be in the favor of Deliveroo. In 2019, a Spanish court found that the company had employed 97 of its employees as contractors rather than employees. This was the only decision in favor of drivers.

Despite legal challenges and issues with business (Deliveroo closed down its Germany business in the year 2019) The firm has been on a rapid growth trend since its inception. In the year 2018, Uber was supposedly looking to acquire the company for an estimated PS1.5 billion.

One year later, Amazon became the lead investor in the company’s Series G after pulling out of delivery services for food in Britain. It was not expected that this investment would cause more trouble than Deliveroo initially anticipated.

The UK’s Competition and Markets Authority (CMA) ended the transaction amidst fears about a potential Amazon acquisition and the stifling of market dominance through Amazon and Deliveroo and Deliveroo, respectively.

The concerns were quelled after Deliveroo was unable to keep up with the onset of the pandemic coronavirus. In May of 2020, it was forced to cut 15% of its workforce (367 individuals) to stay in business (and actually required Amazon funding to sustain the business).

The Amazon deal and the company’s overall performance returned to good shape a couple of months after. In August, the CMA approved the deal in August of 2020.

In addition, after more information on how the disease spread was made accessible to the general public, they began to be comfortable about making food purchases on the internet.

In the end, Deliveroo could dramatically grow its business through announcements of partnerships with other companies, such as ALDI. In addition, it increased the number of riders in its various markets to meet the growing demand.

By the end the year 2020 Deliveroo has finally achieved profitability. Deliveroo announced it was planning to go public by the end of March 2021.

As of the moment, Deliveroo is active in 11 countries around the world with over 140,000 restaurants as well as 110,000 users in its service. A further 3,000 employees are employed by the company on a full-time basis.

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Norah Clark

Norah Clark

Norah Clark, the founder and editor of YummyTasteFood! She's a seasoned food writer and editor with over a decade of experience in the hospitality industry as a former pastry chef, sous chef, and barista. When not writing about food, she explores new recipes or travels the world for culinary inspiration.

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