Deliveroo
Deliveroo is a London-headquartered multi-category on-demand delivery marketplace connecting consumers, restaurants, retailers, and corporate clients in nine countries via mobile app, website, subscription tiers, and B2B dining services, now operating as a wholly-owned subsidiary of DoorDash.
- Company typePrivate
- Founded2013
- HeadquartersLondon, United Kingdom
- Headcount1,001–5,000
- GTM typeB2B and B2C
- OfferingDigital Commerce or Content
What Deliveroo does
Deliveroo is a London-headquartered, multi-category on-demand delivery marketplace operating under the legal entity Roofoods Ltd. The platform connects consumers, restaurants, grocery retailers, pharmacies, and retail brands with a network of independent-contractor riders, accessed primarily via iOS and Android apps and the deliveroo.co.uk website. The core technology stack comprises routing and dispatch algorithms, real-time order tracking, restaurant POS integrations, and AI-driven personalization and logistics optimization; new product surfaces extend beyond delivery to include Deliveroo Reservations (in-app table booking powered by SevenRooms), Deliveroo HOP micro-fulfillment sites, Deliveroo Editions ghost-kitchen facilities, and Deliveroo Media and Ecommerce advertising.
The company monetizes through marketplace commissions (typically 15-30% of gross order value) on food, grocery, pharmacy, and retail orders; consumer delivery and service fees; the two-tier Deliveroo Plus subscription (£4.99/month Gold, £3.49/month Silver) with bundled free-delivery thresholds; subscription distribution partnerships (Amazon Prime, Blue Light Card, Vitality); advertising via Deliveroo Media and Ecommerce; and the Deliveroo for Work B2B platform serving corporate clients with meal allowances, team meals, and gift cards. Customer segments are individual consumers (primary), corporate clients, restaurant partners, and retail/grocery partners across nine currently active countries (UK, Ireland, France, Italy, Belgium, UAE, Kuwait) following the early-2026 exit from Singapore, Qatar, Japan, and Uzbekistan.
Founded in 2013 by Will Shu, Deliveroo completed a London Stock Exchange IPO on March 30, 2021 at a £7.6 billion valuation, then was acquired by DoorDash, Inc. in October 2025 for $3.9 billion all-cash (£2.9 billion equity, a 40% premium to its three-month VWAP). Deliveroo now operates as a wholly-owned subsidiary of DoorDash under CEO Miki Kuusi, contributing approximately $200 million of projected EBITDA in 2026, with a stated target of 4% adjusted EBITDA margin on GTV by 2026 underpinned by £500 million+ net cash on the FY2024 balance sheet.
Deliveroo firmographics
Firmographics- Name
- Deliveroo
- Legal name
- Roofoods Ltd
- Website
- https://deliveroo.co.uk
- Company type
- Private
- Founded year
- 2013
- Operating status
- Operating
- Headcount range
- 1,001–5,000 employees
- Short description
- Deliveroo is a London-headquartered multi-category on-demand delivery marketplace connecting consumers, restaurants, retailers, and corporate clients in nine countries via mobile app, website, subscription tiers, and B2B dining services, now operating as a wholly-owned subsidiary of DoorDash.
- Ownership category
- akta.pro rank
Deliveroo industry classification
Industry- Product category
- Online Food Delivery
- NAICS
- Couriers and Express Delivery Services (4921), Local Messengers and Local Delivery (492210)
- SIC
- Trucking & Courier Services (No Air) (4210)
- akta.pro primary industry
- Food Delivery & Restaurant Logistics Platforms (BPAMAHAB)
- akta.pro secondary industries
- Restaurant Meal & Prepared Food Delivery (CRAFAFAB), Restaurant Meal Delivery Platforms & Aggregators (AFAIAMAA), On-demand Grocery Delivery Platforms (CRAFAFAA), Food Delivery (Restaurant Meals) (TLAAADAC), Crowdsourced Retail Errand/Shopping & Delivery (TLAAAGAE)
Keywords
Where Deliveroo is headquartered
LocationHeadquarters
- HQ city
- London
- HQ country
- United Kingdom
- HQ region
- Europe
Offices4 records
Markets served
Deliveroo business model
Business model- GTM type
- B2B and B2C
- Offering type
- Digital Commerce or Content
- Cost components
- Operations, Personnel, Marketing or Sales, Technology or R&D, Infrastructure
Revenue model
- Food Delivery Commission: Deliveroo generates revenue through commissions charged to restaurant partners on orders placed through the platform. The company derives £2.1 billion from food delivery in the UK, Ireland, and international markets.
- Delivery and Service Fees: Consumer delivery fees and service charges for orders placed through the platform, typically 15-30% of gross order value for commissions with additional per-order fees.
- Deliveroo Plus Subscription: Subscription program offering free delivery and exclusive benefits: Plus Gold at £4.99/month and Plus Silver at £3.49/month, with tiered free delivery thresholds at restaurants and shops.
- Deliveroo Media and Ecommerce Advertising: Advertising revenue from brands promoting products on the platform. Deliveroo Media and Ecommerce provides a growing advertising revenue stream as platforms shift toward media platform economics alongside marketplace roots.
- Retail and Grocery Delivery: Revenue from expanded delivery services including groceries, pharmacy, and retail items through partnerships with Waitrose, Morrisons, Boots, and others.
- Deliveroo for Work (Corporate Dining): B2B service providing meal allowances, team meals, and corporate catering, offering meal allowances for employees with budget controls and monthly invoicing.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Monthly | Plus Gold subscription with free delivery on orders over £10 at restaurants and £15 at shops, plus exclusive offers and rewards |
| Subscription | Monthly | Plus Silver subscription with free delivery on orders over £15 at restaurants and £25 at shops |
| Subscription | Annual | Amazon Prime members can enjoy 1-year free Deliveroo Plus Silver subscription worth over £40 a year |
| Subscription | Annual | Blue Light Card members receive free 12-month Deliveroo Plus Silver subscription |
| Subscription | Monthly | Vitality customers can receive 30 days free Deliveroo Plus Gold subscription |
Go-to-market motion4 records
Distribution channels7 records
Marketing channels7 records
Deliveroo product offering
Product offeringCore offering
Deliveroo operates a multi-category on-demand delivery marketplace that connects consumers with restaurant partners, grocery retailers, pharmacies, and retail brands for delivery across nine countries in Europe, the Middle East, and Southeast Asia. The platform generates revenue primarily through commissions charged to restaurant and retail partners on orders placed via its iOS, Android, and web applications, supplemented by consumer delivery fees, Deliveroo Plus subscription revenue, Deliveroo for Work corporate dining services, and Deliveroo Media and Ecommerce advertising.
Product overview
Deliveroo operates as a multi-category on-demand delivery platform offering food, groceries, pharmacy, and retail delivery across nine countries in Europe, the Middle East, and Southeast Asia. The core platform is supplemented by a modular product portfolio: Deliveroo Plus (subscription tiers providing free delivery and exclusive benefits including Gold and Silver options with partner integrations for Amazon Prime, Blue Light Card, and Vitality); Deliveroo for Work (enterprise solution for corporate meal management with meal allowances, team catering, and monthly invoicing); Deliveroo HOP (micro-fulfillment sites for rapid grocery delivery); Deliveroo Reservations (in-app restaurant booking powered by SevenRooms expanding into dine-out); Deliveroo Editions (ghost kitchen format for virtual restaurants); Deliveroo Gift Cards and Deliveroo Students (consumer loyalty offerings); and Deliveroo Media and Ecommerce (advertising platform). The platform supports multiple delivery modes including ASAP, scheduled, and Priority Delivery, alongside Pickup for collection orders.
Differentiator
Problem solved
Functional benefit
Brands
- Deliveroo Editions: Ghost kitchen format focusing on efficiency over expansion. Delivery-only food preparation facilities operating multiple digital food brands from single locations.
- Deliveroo Plus
- Deliveroo for Work
- Deliveroo HOP
- Deliveroo Reservations
Products and services
- Deliveroo Core Marketplace Multi-category on-demand delivery marketplace enabling consumers across nine countries in Europe, the Middle East, and Southeast Asia to order restaurant meals, groceries, pharmacy items, and retail products via the Deliveroo iOS, Android, and web applications, with revenue earned from partner commissions and consumer fees.
- Deliveroo Plus Subscription Recurring subscription program offering free delivery on orders above tiered thresholds and exclusive rewards at participating restaurants and stores. Plus Gold (from £4.99/month) provides free delivery over £10 at restaurants and £15 at shops with exclusive offers; Plus Silver (£3.49/month) provides free delivery over £15 at restaurants and £25 at shops.
- Deliveroo for Work B2B corporate dining platform enabling businesses to provide employee meal allowances, arrange team meals for meetings and events, and distribute gift cards with monthly invoicing and budget controls. The business-orders vertical grew more than 60% between 2022 and 2025.
- Deliveroo HOP Micro-fulfillment network of sites supporting ultra-fast grocery and retail delivery from nearby inventory locations, enabling Deliveroo's quick commerce promise across markets.
- Deliveroo Reservations In-app restaurant table booking feature powered by SevenRooms technology, enabling customers to browse real-time table availability and book reservations at hundreds of restaurants directly through the Deliveroo app.
- Deliveroo Editions Delivery-only kitchen format enabling Deliveroo to operate virtual restaurants from optimized fulfillment locations, with the company currently prioritizing efficiency over new location expansion.
- Deliveroo Gift Cards Digital gift cards available for purchase for redemption on Deliveroo orders via the website or app, available for both consumer gifting and corporate use through Deliveroo for Work.
- Deliveroo Students Student-targeted program providing discounted or free Deliveroo Plus subscription benefits for verified university students in the UK.
- Deliveroo Media and Ecommerce Advertising platform enabling consumer brands to reach Deliveroo customers through sponsored listings, promotional placements, and data-driven marketing solutions within the app and website.
Quantifiable outcome
- Deliveroo derived £2.1 billion from food delivery in UK, Ireland, and international markets
- +3 more outcomes
Companies that use Deliveroo
Customer profileNamed customers9 records
Segments4 records
Ideal customer profiles3 records
Deliveroo technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- Yes
- API docs
- API detail
Core technology
AI maturity
App detail
Integration4 records
AI capability4 records
Feature5 records
Deliveroo partnerships and signals
Strategic signalPartnerships
Nine partnerships are on record, tiered minor and core.
- PhominorDeliveroo and Pho partnered with Sheffield Hallam University for the third year of Deliveroo's Sustainable Packaging Challenge, where students will redesign Pho's packaging for fresh herbs, chillies, rice, and curry containers. The winning design receives a £1,500 cash prize and could be implemented for actual delivery use. The initiative builds on a 2024 challenge that produced a sustainable delivery box now available on Deliveroo's packaging webstore.
- Alshaya GroupcoreDeliveroo Middle East partnered with Kuwait-based Alshaya Group, a leading international retail franchise operator, to bring more than 10 globally recognized brands to the Deliveroo platform across UAE and Kuwait. The initial rollout includes Boots, Bath & Body Works, NYX Professional Makeup, Mothercare, Muji, Ulta Beauty, Dr. Vranjes, and Disney Store, spanning beauty, personal care, kids, toys, and homeware categories. The partnership marks Deliveroo's continued expansion into retail beyond food and groceries.
- WaitrosecoreWaitrose extended its on-demand grocery delivery hours across over 50 stores in England and Scotland through Deliveroo for the World Cup, with most participating stores operating until midnight and some running around the clock. The retailer reported a 17% surge in orders during England's opening match.
- AsoscoreAsos and Deliveroo partnered to make Asos's limited edition DESIGN football shirts available for on-demand delivery via Deliveroo's app, launching across Greater London and Manchester. Customers can order up to two shirts from 15 male and female designs, with delivery in as little as 25 minutes, priced between £12–£22. The collaboration expands Deliveroo's retail offering while giving Asos access to instant delivery infrastructure.
- SevenRoomscoreDeliveroo UAE launched Deliveroo Reservations, an in-app restaurant table booking feature powered by SevenRooms technology. This represents the first major product integration since DoorDash acquired both Deliveroo and SevenRooms in 2025. The feature initially launched in Dubai and enables customers to browse live availability and book tables directly through the Deliveroo app, synchronizing bookings, cancellations, and availability in real time.
- DoorDash and Wolt (FIFA World Cup 2026 Campaign)coreDoorDash, together with its global brands Deliveroo and Wolt, launched their first-ever international campaign titled 'Deliver Us to Fútbol' as an Official Tournament Supporter of the FIFA World Cup 2026. The campaign marks the first time all three brands are united on an international stage, spanning TV, digital, social, and out-of-home channels across US, Canada, UK, France, Italy, Germany, Norway, Finland, and Denmark.
- DoorDashcoreDoorDash completed its $3.9 billion all-cash acquisition of Deliveroo in October 2025, acquiring the London-headquartered food delivery platform operating across nine countries in Europe, the Middle East, and Southeast Asia. The transaction valued Deliveroo at £2.9 billion equity (£2.4 billion enterprise value), extending DoorDash's footprint from approximately 30 to 40 countries.
- TortillacoreTortilla rejoined Deliveroo in UK delivery push covering 60 restaurants in several UK cities, with the partnership including the launch of new menu items and participation in promotional schemes. This multi-platform arrangement covers a significant portion of Tortilla's 79 UK locations.
- Addison LeeminorDeliveroo launched a trial of a new office catering service in London in partnership with Addison Lee, as part of its corporate arm Deliveroo for Work. The service allows employers to arrange large group orders with advance bookings of 24 hours to five days, targeting workplaces, team lunches, workshops, and company events.
Scale indicators7 records
Recent moves11 records
Expansion highlights6 records
Deliveroo competitors and assessment
Company assessmentDirect peers
- Just Eat Takeaway: Amsterdam-headquartered on-demand restaurant meal delivery marketplace; competes directly with Deliveroo across UK and several European markets with a similar restaurant-partner marketplace model and consumer-facing delivery fee plus commission pricing.
- Uber Eats: Uber's on-demand food delivery platform; operates in Deliveroo's key European and Middle East markets with identical three-sided marketplace (consumer-restaurant-courier) economics and overlapping convenience and grocery delivery positioning.
- Glovo: Barcelona-based multi-category on-demand delivery platform owned by Delivery Hero; competes with Deliveroo across Southern Europe, parts of the Middle East, and Africa with a similar quick-commerce (food + grocery + retail) marketplace model.
Broad incumbents
- Wolt: Helsinki-founded on-demand delivery marketplace; now a DoorDash-owned brand alongside Deliveroo, with overlapping geographic focus in Northern Europe, the Baltics, and a comparable multi-category restaurant-retail-grocery model.
- DoorDash: Deliveroo's parent company since the October 2025 $3.9B acquisition; US/Canadian broad-incumbent food and convenience delivery platform with overlapping advertising-media platform ambitions and the global technology stack that Deliveroo is being integrated into.
- Postmates: US-based on-demand food and goods delivery platform now owned by Uber; overlaps with Deliveroo on restaurant marketplace model and broader quick-commerce expansion into retail and convenience categories.
Emerging players
- Instacart: North American grocery and retail delivery marketplace with growing advertising business; comparable to Deliveroo HOP, retail partnerships, and Deliveroo Media & Ecommerce as direct adjacency in grocery delivery economics and brand-monetization on the platform.
- Getir: Istanbul-origin 10-15 minute grocery and convenience quick-commerce platform with dark-store fulfillment; comparably competes for the non-restaurant on-demand basket spend that Deliveroo HOP targets in select European markets.
Regional players
- Zomato: India-headquartered restaurant delivery and dining platform expanding via Blinkit into quick commerce and operating across the UAE; Deliveroo competes with Zomato's UAE presence and shares the multi-category restaurant + grocery + ads blueprint.
- SkipTheDishes: Canadian restaurant delivery platform owned by Just Eat Takeaway (now Takeaway.com group); comparable business model but limited geographic overlap with Deliveroo, with Skip focused exclusively on the Canadian market.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks5 records
Key highlights7 records
Customer concentration
Deliveroo social profiles
Digital presenceDeliveroo financial estimates
Financial estimateRevenue estimate
Valuation estimate
Deliveroo leadership team
Management profileNumber of profiles
Profiles10 records
Deliveroo funding detail
Funding detailFunding overview
Funding rounds12 records
Investors28 records
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Deliveroo M&A and investment
M&A and investmentM&A2 records
Investments2 records
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Deliveroo
What does Deliveroo do?
Deliveroo operates a multi-category on-demand delivery marketplace that connects consumers with restaurant partners, grocery retailers, pharmacies, and retail brands for delivery across nine countries in Europe, the Middle East, and Southeast Asia. The platform generates revenue primarily through commissions charged to restaurant and retail partners on orders placed via its iOS, Android, and web applications, supplemented by consumer delivery fees, Deliveroo Plus subscription revenue, Deliveroo for Work corporate dining services, and Deliveroo Media and Ecommerce advertising.
Is Deliveroo a public or private company?
Deliveroo is a private company. It is classified as corporate owned and is currently operating.
When was Deliveroo founded?
Deliveroo was founded in 2013. It employs 1,001 to 5,000 people.
Where is Deliveroo based?
Deliveroo is headquartered in London, United Kingdom, in the Europe region.
How does Deliveroo make money?
Six revenue lines are on record. Food Delivery Commission is the primary driver. The others are delivery and Service Fees, deliveroo Plus Subscription, deliveroo Media and Ecommerce Advertising, retail and Grocery Delivery and deliveroo for Work (Corporate Dining).
Who are Deliveroo's main competitors?
Direct peers on record are Just Eat Takeaway, Uber Eats and Glovo. Broad incumbents are Wolt, DoorDash and Postmates. Emerging players are Instacart and Getir. Regional players are Zomato and SkipTheDishes.
Does Deliveroo have an API?
Yes. Deliveroo offers a Developer platform accessible at developers.deliveroo.com, enabling developers and partners to build integrations with the Deliveroo platform. The developer section appears in the footer navigation under 'Work with us'. Specific API documentation, endpoints, or technical specifications were not detailed in the available source content. Developer documentation is at developers.deliveroo.com.
What industry is Deliveroo in?
Deliveroo's product category is Online Food Delivery. Its primary akta.pro industry code is BPAMAHAB, Food Delivery & Restaurant Logistics Platforms, with a secondary code of CRAFAFAB, Restaurant Meal & Prepared Food Delivery. Its NAICS code is 4921 and its SIC code is 4210.