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Deliveroo business model: How does it work and make money

By Abhishek Goel 14th September 2021

How does Deliveroo work: Business and revenue model

Roofoods Ltd. (Deliveroo) is a British online food delivery company founded in 2013 by entrepreneurs Will Shu and Greg Orlowski. Before going global, the company started off small in the United States, with just a few stock listings and little sales. In the third year, revenues reached around £18 million, and the firm began to develop significantly. This article will discuss the Deliveroo business model.

In 2016, revenues reached £128 million, making it one of Europe’s fastest-growing businesses.

Deliveroo doubled its revenue in 2017 to £227 million, an increase of 116 percent since the beginning of the company. Their first driver was William Shu. To get to Chelsea in Central London, Mr. Shu drove about for around six hours.

Deliveroo business model

The aim was simply to deliver excellent local eateries to everyone’s doorstep, right at their doorstep. When it comes to food, Deliveroo has you covered whether you want milkshakes for breakfast, a fresh salad for lunch, or an Italian main food for the evening.

Deliveroo business model

Using Deliveroo, customers can order food from nearby restaurants and have it delivered directly to their homes or office. Those who use Deliveroo’s services can order food via their website or through their mobile apps, which are available on both Android and iOS.

To establish a new hyperlocal on-demand business model, they integrated the aggregator strategy with the marketplace and logistics model. Disrupting previous business models where ordering partners like Just Eat operated separately from delivery partners like Onfleet.

Under this strategy, it tries to tackle both the problem of bad restaurants and poor delivery. 

Restaurant Partners

The restaurants in that area might not be capable of providing doorstep delivery but are eager to grow and expand their reach. Hence, partnering with Deliveroo has helped these restaurant partners to significantly grow over time.

Deliveroo’s revenues have grown at a pace of about 30% every year, according to the company. Some of the fantastic prospects that they offer that other food delivery companies in the UK have failed to provide to these restaurants include:

  • Brand promotion: These restaurants’ brands are constantly promoted through their channels and various growth programs.
  • Service: In addition to extremely effective 24×7 Customer support and specialized account management. Deliveroo helps its restaurants and kitchen partners constantly with analytics to evaluate the performance of their business.
  • Tech support: Deliveroo has strived to equip these businesses with fully automated procedures that are simple to understand and use. Further allowing them to receive and deliver orders in the most efficient manner possible.
  • Integrations: Deliveroo has also established a Restaurant Partner API, which allows connection between Deliveroo and restaurants’ POS systems. As a result, restaurants are able to see all Deliveroo orders in their POS system in real-time.
  • Growth: Deliveroo’s business strategy includes an Editions program that assists businesses in opening additional outlets in new cities. Their algorithm and technology-driven market study on the food tastes and eating patterns of people in that region have resulted in these conclusions.

Delivery Partners

Deliveroo’s delivery network is made up of over 30,000 drivers who pick up hot, freshly prepared meals from local restaurants. In addition, they’ll be able to deliver it to customers within 30 minutes on their motorbikes, scooters, and bicycles.

A key part of Deliveroo’s business strategy is its riders who hustle for customers. It gives them a lot of credit for assisting Will Shu in reshaping the food delivery platform landscape.


These riders not only make a good living, but they also get a lot of bonuses and help. This is why they choose Deliveroo over other food delivery services. Some of these are:

  • Insurance: When it comes to the Deliveroo business model, it prioritises the safety of its riders on the road. On this platform, their vehicles may be insured for a one-time fee and paid for on the spot using the Zego app.
  • Tips & Referrals: These riders make about £7-8 per hour depending on how many hours they work. They also get to keep all of the tips that the customer provides during the order process on the app. On average, an everyday rider makes £120 per week in this manner. In addition, they receive £250 for recommending riders to Deliveroo.
  • Other benefits: High-quality safety equipment, Deliveroo essentials, free international money transfers, promotions, and discounts for riders. As part of the program, Deliveroo riders have access to free internet tools and are encouraged to form social groups like the Deliveroo riders’ network.
  • Flexible work shifts: Riders have a great deal of flexibility in terms of working hours, and they may choose when they wish to work. The Deliveroo rider app allows users to log in and start riding anytime they choose, so they can better plan their time.

Deliveroo business model: How does it work?

Deliveroo’s business model relies heavily on its mobile app and website platform. The following is how you order your food with the Deliveroo app:

  • Customers may choose from a variety of foods from a variety of cuisines by searching for them on Deliveroo’s website or mobile app. Customers may choose the nearby area where they want food delivered based on the postal code, and neighboring restaurants are listed on the app.
  • After that, customers may make their orders and pay for them using highly secure payment channels like credit cards, PayPal, Apple Pay, and others after selecting their food from the partner restaurants. The ordering procedure using the app takes less than a minute to complete.
  • When the order is completed, the restaurants are alerted of the food that will be cooked, along with any extra information provided by the customer. Those who place the order may also monitor their food using the Google Maps API, which is linked to Deliveroo’s app.

As the Deliveroo business model places a premium on quick delivery of great food. Riders are stationed within a 2.2-kilometer radius of the eateries they sign up for, making pickup and dispatch a breeze. Riders are informed on their respective apps to arrive at the pickup spot as soon as an order is placed by the customer.

The riders ensure that hot, delicious food is delivered to doorsteps within 30 minutes without compromising the food quality.

Deliveroo UK

How Deliveroo makes money?

Deliveroo’s business strategy and revenue model, like many others, is built on a commission + fee system. Revenues are created by the combination of several businesses. APIs and channels that aid in the generation of the company’s major revenue streams.

The channels that Deliveroo works with to earn income are listed below.

Upfront Fees for Deliveroo Drivers / Riders

According to the most recent version, the commission charge structure is as follows:

£2 pickup charge + £1 delivery fee + variable distance fee determined by the software application system. The remaining balance is paid to Deliveroo. Individuals interested in working as a Deliveroo driver must submit a £150 security deposit in addition to downloading the Deliveroo Driver application.

Registered Restaurants that sell through Deliveroo

Deliveroo business model refuses to disclose the exact commission structures that they charge restaurants. A number of restaurant owners allege that they charge them a 20% commission fee for each completed order. Deliveroo now has over 35,000 establishments registered.

Shoppers / Buyers

Deliveroo has 45,000 daily users in the United Kingdom. 80 percent of a solid loyal user who will not move or transfer their services or apps (UK users are more likely to remain using Deliveroo’s services, boosting Deliveroo’s income streams).

The secret of Deliveroo’s success

  • Accessibility & Convenience: Ordering food online has never been easier than it is now with Deliveroo business model. Deliveroo ensures that every step of the procedure, from selecting the cuisine to delivering it to your home, is done in a professional manner. In the global food landscape, its popularity has skyrocketed by a wide margin.
  • Brand development: As a result of its vital services and dwindling numbers, this business has been able to develop its own brand. Since then, Deliveroo’s income has grown by about 650 percent a year. It’s no secret that Deliveroo’s high-profile restaurant partners have seen a significant increase in income. A robust customer base has been the focus of Deliveroo’s seasonal programming and advertising efforts.
  • Affordability: Customers can easily afford good quality food at a normal price. They still get to relish the pleasure of dining in a restaurant for an economical price.
  • Technological Innovation: The company prides itself on its cutting-edge customer practices. Deliveroo has already been able to reduce delivery times by 20 percent thanks to its ‘Frank’ algorithm. Which uses strong predictive technology to determine the most effective way to distribute orders based on restaurant locations, riders, and consumers.

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