INTRODUCTION

Today, meal delivery platforms are becoming increasingly important in our daily lives, as they meet a need for speed and simplicity.In this context, I will introduce you to Deliveroo, a British company founded in 2013 in London.

Deliveroo connects customers, partner restaurants and delivery drivers to enable home meal delivery via a mobile app.

PROBLEM

So, we can ask "How does Deliveroo manage to remain attractive while responding to criticism about the working conditions of delivery people?"

CONTEXT : STATISTA + COMPETITION)

On one hand, the data from Statista shows that the food delivery market is growing rapidly.

For example, Deliveroo’s revenue grew from approximately 476 million pounds in 2018 to over 2 billion pounds in 2024. especially with Covid, which has fostered the launch of home delivery on the market

On the other hand, we see the evolution of market shares on this graph between several companies such as Uber Eats, Just Eat, Frichti and Deliveroo. which shows very strong competition.

ANALYSIS – SWOT

Forces

First of all, Deliveroo has a well-known brand and a simple app.

By offering them a wide choice of restaurants, which attracts customers.

Weaknesses

Then, the company is not always profitable because of high delivery costs. Moreover, it depends too much on independent delivery drivers, which can cause organizational problems.

With this infographic, we observe that delivery drivers work about 63 hours a week for an income of about €1,480 gross per month, or about €6 per hour, which is less than the minimum wage. This highlights the precarious situation that delivery people know with little recognition for their work.

Opportunities

We have Deliveroo, which can use artificial intelligence to improve its deliveries. But also thanks to the development of "dark kitchens", which reduce costs.

Threats

And then, these threats represent the working conditions of the delivery people who are regularly criticized by the media including BBC. This can lead to regulatory pressure or brand degradation. 

SOLUTIONS

To address these challenges, Deliveroo is implementing several strategies:

First, it uses algorithms to optimize deliveries and reduce lead times.

Secondly, it is developing its partnerships with restaurants to attract more customers.

Finally, it offers a Deliveroo Plus subscription, which helps to retain customers with benefits such as free shipping.

CONCLUSION

To sum up, Deliveroo is a company that operates in a fast-growing market. However, it must face strong competition and significant criticism on the working conditions of delivery people. Which can damage the company’s image. It therefore remains attractive thanks to technology and its economic model.

Open:

This raises questions about the future of delivery platforms: should they maintain their current model based on flexibility, or move towards a more protective status?