A case study on Deliveroo's marketing activities including: - Business concept and mission statement - Marketing orientation - Marketing typologies - Application of 4.0 and Martech Technologies

1. DELIVERO
O CASE
STUDY
Georgios Plotas
Thanos Papadopoulos

2. © 2020, This work is owned by Georgios
Plotas and Thanos Papadopoulos and the
University of Sunderland.

3. BUSINESS CONCEPT
• Offers fast and reliable delivery which the customer can track on their phone
• Creating thousands of jobs in the restaurant sector
• Transform the way customers eat. A key ingredient of success is "having the
best selection of popular restaurants to choose from"
• Whatever the customer wants – it can be provided
• Mission Statement: to bring the world's local restaurants into everyone's home or
office
• Deliveroo has seen revenue growth of over 650% year on year
• Restaurants who partner with it see their revenue increase by up to 30%

4. MARKETING ROLE
DRIVEN BY TECHNOLOGY WORKING WITH RIDERS DELIVERING FROM
AMAZING RESTAURANTS

5. CUSTOMER VALUE
Customer Segments:
• Consumers: Individuals at home or at work who want food delivered from
quality restaurants
• Restaurants: Foodservice places that do not offer a delivery service but
want more customers
• Value Proposition (accessibility, convenience, price, risk reduction, and
brand/status)
• Channels: Website, Mobile app
• Customer Relationships
• Will Shu's vision "Making satisfied users"

6. MARKETING CORE CONCEPTS
• The Jobs-to-be-Done Needs Framework is a structured guide for navigating the complexity involved in understanding all the
needs in a market. Given the avalanche of customer data that companies consider each day, this framework reveals what
inputs are needed, how they should be categorized and organized, why they are captured, and how they should be utilized
• Deliveroo invests on the customer experience, so they worked on this by giving more features to the customers to become
satisfied when using the app - to ensure that they enjoy what they want, when they want it, where they want it. They offer
high quality local or not restaurants with low prices from the comfort of your home or wherever the customer is
• Needs – 4 basic customer needs, customer support, safety
• Wants – eat great, exciting food without spending a lot of money from their home, healthy food, hot dishes, office delivering
• Demands – great quality, low prices, fast delivery
• Main Competition: Uber Eats, Just Eat

8. PRODUCT OFFERING
• Working with a significant amount of top-class restaurants
• Working with riders
• Online work (e-commerce)
• Real-time order tracking and quick delivery
• Analyzing data
 Customer relationships
 Customer efficiency
 Website
 Mobile App

9. 1. Accessibility: Enables consumers to receive food delivery from restaurants that do not have delivery service on their own,
especially premium restaurants. It also increases access for restaurants, connecting them with customers who do
not want to come to the restaurant site
2. Convenience: Making the service easy to use. Once consumers place their order on its website, food delivery takes an
average of 32 minutes
3. Price: Offers an affordable, general low fee of £2.50 for delivery
4. Risk reduction: Using packaging equipment for food to preserve its temperature. Furthermore, if a customer is not at
his/her place when the rider arrives, he will stay for up to 10 minutes before leaving
5. Brand: A strong brand as a result of its success:
- More than 30.000 riders in 12 countries
- More than 35.000 partners (restaurants)
- Huge growth since its start (global network)
- Invest on customers experience and user's satisfaction
VALUE PROPOSITION

10. MARKET ORIENTATION
Describes organisations with a priority for the market above products. Market orientated companies focus efforts on
continuously collecting information about customers' needs, wants and competitors' capabilities, sharing this information across
departments, using the information to create customer value. Understands the importance of customer needs, provides
products of value to its customers, and markets its products and services through a coordinated holistic program across all
departments.
• Market analysis (food preferences, sales) in various locations across the UK and the world
• Gathering and building data for food preferences to spot the opportunities, thus helping restaurants expand and grow their
business and target their markets more efficiently.
• Restaurant Hub: Data which helps restaurant partners grow. Info on sales, live charts on progress and strategies to attract new
customers with special offers.
• Deliveroo help center:
❑ Support for growing their partner's businesses (acquiring new customers, increasing sales)
❑ Support on increasing the delivery area and expand in the marketplace

11. MARKET SEGMENTS
B2B: help other businesses
(restaurants) especially during the
pandemic by providing their services
to other businesses
B2C: It is a business-to-consumer e-
commerce model. Offering fast and
safe deliveries (customers wants and
demands) with products and services
C2B: Feedback from the customers
about the business, feedback about
the riders
C2C: Reviews from the customers to
the restaurants, reviews about the
riders through a 5 star-scale, reviews
about the providing services, WOM,
Social Media. Analyzing all the data
and support the other customers

12. MARKETING
TECHNOLOGY
(MARTECH)
• MarTech: represents the intersection of marketing and technology in today's
highly digital business world. Any type of technology that has a bearing on
marketing operations can be called “MarTech" whether it is a part of an analysis
platform, a device-facing benchmark tool, or any other type of digital or high-
tech resource
• Deliveroo examples:
- Templates for messaging
- Data Analytics for customers and restaurants
- CRM & E-commerce
- Activity & Performance metrics for riders
- Content promotion (restaurants menus)
- E-mail marketing
- Digital advertising

13. INTERNET OF EVERYTHING
Internet of things: Tablets, smartphones, laptops, GPS technology
Internet of people: Social Media, Review sites
Internet of data: ''Frank'' algorithm
Blockchain

16. REFERENCES
• Careers at Deliveroo, 2020. Deliveroo Website [online] Available at <https://careers.deliveroo.co.uk/> [Accessed 08 November 2020]
• Careers at Deliveroo, 2020. Cleverism website [online] Available at <https://www.cleverism.com/company/deliveroo/> [Accessed 08
November 2020]
• Cmo.com, Deliveroo and Onfido Expand Partnership to Provide Streamlined Digital Identity Verification, 2020 (online). Cmo.com (website).
Available at <Deliveroo and Onfido Expand Partnership to Provide Streamlined Digital Identity Verification (martechseries.com)> [Accessed 3
December 2020]
• Cmo.com, Why marketing technology utilisation is taking on new urgency, 2020 (online). Cmo.com (website). Available at <Why marketing
technology utilisation is taking on new urgency - Marketing automation - CMO Australia> [Accessed 3 December 2020]
• Content, research and design team at Deliveroo, 2020. Deliveroo website [online] Available at <https://www.deliveroo.design> [Accessed 14
November 2020]
• Delivering a greater customer experience, 2019. Deliveroo Foodscene website [online] Available at
<https://foodscene.deliveroo.co.uk/restaurant-profiles/delivering-a-greater-customer-experience.html> [Accessed 17 November 2020]
• Deliveroo,2020. Deliveroo website [online] Available at <https://deliveroo.co.uk/> [Accessed 14 November 2020]
• Deliveroo.com, Let's Chat, 2020 (online). Deliveroo.com (website). Available at <Let's Chat. - Deliveroo> [Accessed 3 December 2020]
• Deliveroo.com, Restaurant Hub, 2020 (online). Deliveroo.com (website). Available at <Deliveroo | Restaurant Hub> [Accessed 3 December
2020]

17. • Eu-startups.com, Deliveroo acquires Scottish software company Cultivate and plans to open new tech hub in Edinburgh, 2019 (online). Eu-
startups.com (website). Available at <Deliveroo acquires Scottish software company Cultivate and plans to open new tech hub in Edinburgh |
EU-Startups (eu-startups.com)> [Accessed 3 December 2020]
• Frequently asked questions, 2020. Deliveroo website [online] Available at <https://deliveroo.co.uk/faq> [Accessed 18 November 2020]
• Just Eat, 2020 (online). Just Eat.com (website). Available at <Order takeaway online from 30,000+ food delivery restaurants. | Just Eat (just-
eat.co.uk)> [Accessed 3 December 2020]
• Medium.com, Jobs to be done, 2017 (online). Medium.com (website). Available at <Jobs-to-be-Done: A Framework for Customer Needs | by
Tony Ulwick | JTBD + Outcome-Driven Innovation (jobs-to-be-done.com)> [Accessed 3 December 2020]
• Soffront.com, Covid-19 outbreak: Why CRM is the Best Tool, 2020 (online). Soffront.com (website). Available at <Why CRM Software is the
Best Tool during COVID-19 Outbreak Time (soffront.com)> [Accessed 3 December 2020]
• The Story of Deliveroo, 2020. Deliveroo website [online] Available at <https://deliveroo.co.uk/about-us> [Accessed 08 November 2020]
• Tuten T., 2020. Principles of Marketing for a Digital Age, SAGE Publications Ltd [pp. 24-26, 47-50]
• Uber Eats, 2020 (online). Uber Eats.com (website). Available at <Order food online | Food delivery app | Uber Eats> [Accessed 3 December
2020]
• University of Sunderland, 2020. Brands of the world website [online] Available at <https://www.brandsoftheworld.com/logo/university-of-
sunderland-0> [Accessed 16 November 2020] (logo)