TECHNOLOGY | Staff Reporter, Australia

Seeking further growth in Australia, Deliveroo takes a three-pronged approach

The food delivery company sets its sights on innovation, food freedom, and the future of work.

For Deliveroo, customers should have any food they want, wherever and whenever they want it.

This was the food delivery platform key messaging in their recently-launched ‘Food Freedom’ campaign. Partnering with agency Wieden+Kennedy, the campaign aimed to highlight all of the situations in which a takeaway meal can spark joy in its customers, while seeking to continue and build on Deliveroo’s impressive triple growth in 2018.

Now with 10,000 brand partners in the country, and thousands more on the way, Deliveroo sees Australia as one of its biggest markets. Their approach? Improving its platform for its restaurant partners, its riders, and its consumers alike.

“For restaurants, we are focused on helping them grow and be successful, reach new markets, and gain deeper consumer insights,” Deliveroo Australia country manager Levi Aron told QSR Media.

Last year, the platform introduced its Marketplace+ function for its partners, a feature which allowed restaurants with their own delivery fleet to join Deliveroo’s established system and fulfill deliveries with them. They were also given the choice to make use of Deliveroo’s own network of more than 6,500 riders in Australia.

The result significantly expanded on the range of restaurants available on Deliveroo, whilst also allowing restaurants to offer more delivery options, such as extending the hours they offered delivery services by using Deliveroo riders.

As Deliveroo claims that its restaurant partners see an average revenue increase of up to 30%, while simultaneously creating thousands of additional jobs, the effect this might have on the restaurant sector is considerable.

“We’re deeply invested in our restaurant partners’ success, which is why we continue to launch new features and initiatives to help our restaurants grow. Importantly, the restaurants who partner with us are seeing real and tangible results,” Aron said.

The company recently introduced its Restaurant Perks program to its Australian restaurant partners, a feature that is designed to help reduce costs and improve overall business and operational efficiencies. Through partnerships with the likes of Tyro, Australian Online Printing, Sidekicker, Powershop and more, Deliveroo restaurants now have discount access to business services that may be essential to their operations.

The Restaurant Perks program focuses on key restaurant sectors, such as utilities, recruitment, card payments, financial support, restaurant operations, and printing.

Meanwhile, the newly announced new data insights package for restaurants, Restaurant Home, aims to give restaurants data on their performance on Deliveroo’s platform, which they can use to accelerate their growth. This includes the total number of delivered orders and the percentage change over a time period, the average time between order acceptance and rider pickup, and a line graph of the average customer order rating per day over a time period.

For the riders themselves, Deliveroo is making an emphasis on securing the future of their work.

“We know that our riders value flexibility more than anything else, but we also know that they want more security in the form of benefits, like sick pay,” Deliveroo said.

Towards this, the company recently made a submission to the Victorian Inquiry into the on-demand workforce, where it called for the creation of a Future Work Act that would outline the relationship between platforms and contractors to end the trade-off that currently exists in legislation between flexibility and security.

Deliveroo is also seeking to play its part in the conversation surrounding the future of work through a proposal for a Future Work Commission that would bring together businesses, unions, political parties and riders to consider a collaborative approach legislative reform.

For consumers, the approach circles back to the company’s ‘Food Freedom’ campaign, seeking joy through significantly broader choices, convenience, and accessibility to great food choices.

“Through innovative ways and increasing selection throughout the day, Deliveroo has helped create different food occasions all day long. Instead of the traditional three times a day, there’s now approximately eight occasions throughout the day when people are ordering,” the company said.

“The way people are approaching food has completely changed and customer frequency has been the strongest metric across the board. Our mission is to be the definitive food company so we’re also expanding our offerings to include butchers, juices and meal packs - this will continue to grow over time.”

Ultimately, Deliveroo feels that the growth of online food delivery is just beginning, and the company aims to grow along with it, forecasting that it will work with 17,000 restaurant partners by the end of the year.

“Our goal is to find new avenues to drive further growth for the restaurant sector. Partnerships with restaurants are key – we need to ensure that working with Deliveroo works for them. Delivering the best customer service and platform is also paramount,” Aron said.

Editor's Note: The feature is part of QSR Media's series on aggregators. Check out previous stories below:

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