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Deliveroo business model and revenue insights explained

By Abhishek Goel 14th September 2021

In 2013, Will Shu and Greg Orlowski launched Roofoods Ltd. (Deliveroo), a British online food delivery company. The company began in the U.S. with only a few listings and modest revenues, before expanding internationally. That’s when the company began to grow dramatically, with revenues reaching about £18 million in the third year. We’ll dive into the Deliveroo business model in this article.

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

Restaurant partners are high-end restaurants in the area that may or may not provide doorstep delivery but are eager to grow their audience by partnering with them. These premium restaurants are some of the most well-known eateries in the world, and their companies have grown significantly since partnering with them. 

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 gives its restaurants and gourmet kitchen partners constant help in terms of performance analytics to evaluate the health of their companies.
  • 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.
  • POS Integration: It has also created a Restaurant Partner API, which enables integration between Deliveroo and restaurants’ POS systems. This allows restaurants to see all Deliveroo orders in real-time in their POS system.
  • Growth: Deliveroo business model also has an Editions program, where it helps restaurants launch new locations in new areas. Based on their algorithm and technology-driven market research into people’s food preferences and eating habits in that region.

Delivery Partners

Deliveroo’s delivery channel consists of a fleet of over 30,000 riders that pick up freshly prepared food from restaurants. Further to bring it to consumers within 30 minutes on their bicycles, motorcycles, and scooters. 

These hustling riders are one of the most famous elements of Deliveroo’s successful business model. It gives them a lot of credit for helping Will Shu achieve his goal of altering the food delivery platform situation. 


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: Deliveroo business model makes sure that its riders are safe on the roadways. Their cars are offered pay-on-go Insurance with the aid of the Zego app which is connected to this platform.
  • 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 perks: High-quality safety equipment, Deliveroo necessities, free foreign money transfers, promotions, and savings for riders. They are also given access to free internet tools and are encouraged to establish social organizations, such as the Deliveroo riders’ network.
  • Flexible Work Hours: These riders have a lot of freedom in terms of working hours, and they may pick when they want to work. They can just log in and start riding whenever they want with the Deliveroo rider app, which allows them to organize their schedule properly.

Deliveroo business model: How does it work?

In the Deliveroo business model – The app and website platform is their primary operational channels. These platforms were selected through a technology-driven innovation and growth process, and food is ordered in the following manner:

  • 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 individual apps to arrive at the pickup spot as soon as the customer places the order.

These riders ensure that hot, sizzling food is delivered to customers in under 30 minutes without compromising the food’s quality.

Deliveroo UK

Deliveroo: How does it earn 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 uses 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; nevertheless, 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 are able to afford any food at a normal price with Deliveroo, while still enjoying the pleasure of dining in a restaurant for an affordable amount of money.
  • 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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