On-demand delivery is a hyperlocal business. We think about our offer to consumers on a neighbourhood-by-neighbourhood level.
Value proposition
1. Availability
Being available when and where consumers want to order, to capture as many meal occasions as possible.
2. Selection
Providing access to local favourites and national chains, with exclusive content in every neighbourhood.
3. Consumer experience
Delivering a seamless end-to-end experience from in-app discovery to reliable delivery to customer care.
4. Price
Providing access to a range of food prices, fees and promotions to meet expectations of value.
5. Brand
Ultimately, consumers choose to order from Deliveroo, so what we stand for and our brand image are critical to that decision.
Our consumers
We unlock a wealth of choice for consumers, providing fast, reliable delivery of restaurant food, groceries and retail products. Our Plus subscription programme further enhances consumer value with free delivery (above a minimum order value) and other benefits.
What they care about
We prioritise understanding what our customers want, which includes a service that is
reliable, trustworthy, and provides great value. We make consumer-centric decisions to
provide the best neighbourhood-level service with a leading selection across food, grocery
and retail.
Why they matter to us
Our aim is to transform how people shop and eat by bringing more of their local
neighbourhood to their door. If consumers are unhappy, orders decline, affecting partner
revenues, rider earnings, and Company growth. That’s why we are consumer-obsessed.
How we engage
- The consumer engagement programme gathered nearly 3 million pieces of feedback
globally, helping us to assess satisfaction with our range and reliability, understand value perceptions, and identify ways to meet more customer needs. - We have established the Roosearch Hub, our first high-tech lab, to enable our Research and Insights team to collect consumer insights.
Plus
Plus is our monthly subscription programme
Plus creates habit. Members pay a fixed monthly fee to unlock a range of benefits including unlimited free delivery from all restaurant and grocery partners on orders meeting the minimum spend requirements. This creates real value for consumers and increases the frequency with which they transact with Deliveroo.
In 2024 we made significant improvements to our Plus loyalty programme, supporting our ambition to become a Plus-first business by 2026. This included the relaunch of Plus Gold with 10% credit back and an on-time guarantee and lowering the minimum order value and service fee for Plus Silver. We also launched a new invitation-only Diamond tier to drive greater retention and frequency among our highest value customers with exclusive benefits including priority delivery on every order, 10% credit back, an enhanced on-time guarantee, a dedicated customer care team, and exclusive access to certain merchants and events.
Plus drives great value for consumers and increased loyalty to our platform. By increasing the affordability and value of the consumer delivery experience we are helping to unlock more online meal occasions.
