6 Things You Can Learn From Deliveroo To Match Their Unbelievable Growth


You might say Deliveroo have it easy, convincing people to get delicious food delivered straight to their door. Even so, their growth has been astronomical. Since they started in 2013, Deliveroo have seen 25% growth year on year. For most businesses, such rapid growth rarely lasts, but Deliveroo have proved to be an exception. So how do they do it?

1. They Mastered Local Marketing

One of the most important things Deliveroo do that has helped them to grow consistently is launching their service one city at a time. Launching one city at a time means that with a comparatively small budget to a national campaign, they can create a massive buzz that ensures everyone knows Deliveroo is on its way.

A great example of their localised marketing strategy is their kangaroo mobs. Instead of just sending people out in a branded t-shirt, Deliveroo flood cities’ business districts with their street teams, all dressed in kangaroo onesies. Although this is just flyering when it comes down to it, by combining it with an experiential event they make their launch something to talk about for their target audience.

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Here’s How You Do It

While you don’t have to send your staff out in matching onesies just yet, you can certainly learn from Deliveroo by concentrating your marketing on your local area.

If you’re a B2B company in a large town or city, and you could sell your product or service to every other company nearby, you wouldn’t need to worry about a national campaign. And, it is much easier to own your local area than it is to own your sector nationally.

Another benefit of local marketing is a smaller amount of resources will have a much greater effect. In a report by BrandMuscle, nearly one third of the small businesses surveyed spend less than 10% of their time on marketing. If you only have a limited amount of time or money, focussing your marketing on your local area will maximise your results.

2. They Add Value Wherever They Go

A post shared by Deliveroo (@deliveroo) on

A photo posted by Deliveroo (@deliveroo) on Dec 28, 2016 at 12:00pm PST

Deliveroo are an interesting business as they’re both B2C and B2B. While most of us simply think of Deliveroo as the magic app that makes cheesy chips arrive, restaurants have an entirely different relationship with this fast growing business.

One of the reasons Deliveroo have been able to grow so quickly is that they add tremendous value for any businesses they work with. They have the infrastructure in the form of their couriers, and the technology in the form of their app, to provide a simple but highly effective way for their partners to increase revenue. While restaurants do pay Deliveroo for the service, the quality and size of the infrastructure they get access to makes it well worth it.

Here’s How You Do It

By learning from Deliveroo and finding a way to make your product add value for your customers, you will see fantastic results. 93% of businesses say they feel under pressure to deliver measurable ROI and only 21% of companies believe they effectively measure ROI. Deliveroo can easily put figures on paper as to how much businesses will benefit from using their service. If you can do the same you’ll stand to benefit.

3. They’re All About Mobile

Remember when getting the internet on your home computer was the next big thing? Well forget about it, because today desktops don’t matter. For consumers, smartphones are what matters, and Deliveroo provide an amazing mobile experience.

With Deliveroo you can have food delivered straight to your door with a couple of clicks of your smartphone. User experience doesn’t get much better than that.

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Here’s How You Do It

2016 marked an important tipping point as mobile internet traffic overtook desktop traffic for the first time ever in the UK. This gap is only going to widen in time as already 80% of internet users own a smartphone, and 67% of consumers demand mobile optimised sites.

Deliveroo have shown that by building your business model around a mobile optimised website or app you can create a service that is incredibly convenient for potential customers. Creating user journeys like this is only going to become more important as time goes on and people rely more and more on their smartphones as their primary way to access the internet.

(Deliveroo aren’t the only ones with an app – check out our alldayPA Virtual Office App here)

4. They Get A Lot Of Word Of Mouth Referral

When it comes to word of mouth referral Deliveroo do a great job with both the B2B and B2C sides of their business. Restaurants are renowned for being a tight knit community, and word of mouth is an important part of their decision making process. On the B2C side they focus on creating social offers and referral codes to ensure that each and every one of their happy customers tells their friends about the service.

It’s easy to see why word of mouth referral is so important to the growth of a business, after all who are you more likely to believe, your best friend or an advert? 74% of consumers say that word of mouth is vital in their decision making process, and 91% of B2B buyers list it as an important factor.

Here’s How You Do It

There are a number of effective ways you can increase word of mouth referral into your business, and fortunately they don’t cost too much money. If you’re a B2C business, encouraging engagement on social media via prizes and competitions can be a great way to improve word of mouth referrals. While a potential client might ignore your paid advert, they definitely won’t ignore their friends giving you a massive shout out over Instagram.

For B2B businesses, you can set up a referral network among your existing customers. If you offer a monthly service why not offer 50% off the next bill for anyone who gets their friend on board?

Selling a product? Why not offer cashback to the buyer and the referrer every time a specific referral code is used. This doesn’t just encourage referrals, but it also creates a lot of good feeling towards your brand, which will encourage both the new customer and the referrer to use you again in future.

5. They Understand The Power Of Branding

A post shared by Deliveroo (@deliveroo) on

After only 3 years of operation, Deliveroo underwent a rebranding exercise.  They kept their distinctive colour and kangaroo, but developed a new logo along with a whole load of new collateral, including state of the art uniforms for their cycling delivery people (developed in partnership with road safety experts Brake).

One of the objectives of their rebranding was to “create a symbol that can be recognised as a character” and this illustrates one of the most important reasons to create a strong brand, and that is because it’s the personality of your business.

Here’s How You Do It

You’re more likely to engage with and even buy from real people if you like them and what they stand for. The same thing applies to businesses. Your brand is your way of turning your business into someone people want to talk to.

According to Bop Design 60% of millennials expect consistent experiences from the brand they engage with. To ensure your brand is consistent at every point in a customer’s journey, it’s important to build you brand from the ground up with strong guidelines that fit your business. That way, you can follow Deliveroo’s example and create a brand people identify with and use again and again.

6. They Have Strong Leadership

Deliveroo is the brainchild of company owner Will Shu who spotted the gap in the market after coming to London from New York. After wanting to get some good quality food delivered to his office like he used to back in America, Shu realised that London restaurants would benefit from a service that could deliver their food to hungry workers. From that point on Shu has led Deliveroo from the front, even going as far as jumping on a scooter and making deliveries himself in the early days of the business.

Here’s How You Do It

Any business owner would do well to learn from Shu’s leadership skills, as surveys show strong leadership makes for happy staff, and we all know happy staff are one of the most important factors in creating a successful business.

According to a study by the Havard Business Review, the leadership qualities staff most want to see are high ethical and moral standards, clear goals and objectives with loose guidelines and direction, and clearly communicating expectations. By ensuring you run your business with these ideas in mind, you can create a happy workforce and a business with the leadership needed to succeed.

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