1. BUSINESS OPERATING MODEL

Three-Sided Marketplace: Deliveroo operates a platform connecting consumers, restaurants, and riders, facilitating food delivery services.

Technology-Driven Logistics: Utilizing advanced technology and logistics to ensure efficient delivery operations.

Global Expansion: Expanding operations across multiple countries, adapting to local markets while maintaining a consistent service model.

2. Brand Intel

Mission Statement: Transforming the way people shop and eat, bringing the neighborhood to their door by connecting consumers, restaurants, shops, and riders.

Customer-Centric Approach: Focusing on providing value to all stakeholders—consumers, riders, and merchants.

Brand Identity: Deliveroo unveiled a bold new look to drive greater distinction and creative consistency across its markets.

3. REVENUE MODEL

Commission Fees: Charging restaurants a commission for orders made through the Deliveroo platform, typically ranging between 25% and 45%.

Delivery Fees: Charging customers a fee for each delivery, varying based on distance and order size.

Subscription Services: Offering Deliveroo Plus, a subscription service providing benefits like free delivery for a monthly fee.

Advertising Revenue: Generating income through advertising partnerships with restaurants and brands.

4. GROWTH CAMPAIGNS Contributing to Popularity

Global Brand Campaign: Launching a global brand campaign to showcase the breadth of food available on its service and encourage more frequent use.

Expansion into Groceries: Diversifying into grocery and retail deliveries, partnering with major brands like Holland & Barrett, B&Q, and Toys R Us.

Technological Integration: Positioning itself as a technology partner for restaurants, aiding in modernization and efficiency improvements.

5. GTM Intel

Digital Advertising: Utilizing online platforms for targeted advertising campaigns to reach a broad audience.

Partnerships and Collaborations: Collaborating with restaurants, grocery stores, and retail brands to expand service offerings and reach new customer segments.

Promotional Offers: Implementing promotional deals and discounts to attract and retain customers.

Customer Engagement: Engaging with customers through social media and personalized marketing to build brand loyalty.

6. Implementation of Hero Brand Archetype

Empowering Consumers: Positioning itself as a hero by providing quick and reliable food delivery, empowering consumers to enjoy their favorite meals effortlessly.

Supporting Restaurants: Acting as a hero for restaurants by offering a platform to reach a wider customer base and increase sales.

Community Impact: Contributing to local communities by creating job opportunities for riders and supporting local businesses.

7. Creation of a Fun Brand Vibe

Engaging Content: Sharing engaging and humorous content on social media to connect with a younger audience.

Interactive Campaigns: Launching interactive campaigns and challenges to encourage customer participation and brand engagement.

Vibrant Branding: Utilizing bright colors and playful design elements in branding to convey a fun and energetic vibe.