Overview

Deliveroo is a British online food-delivery and commerce platform operated by Roofoods Ltd. Founded in London in 2013 by Will Shu and Greg Orlowski, it connects consumers with restaurants, grocers, convenience stores, and other retailers through its website and mobile applications. Customers place orders digitally, while self-employed bicycle and motorcycle couriers generally collect them from merchants and deliver them to homes, workplaces, or other addresses. The company initially concentrated on restaurant delivery, using a commission-based marketplace model supplemented by customer delivery fees. Its proposition was built around expanding the delivery reach of restaurants that lacked their own courier infrastructure, while using demand and location data to improve delivery coverage and help merchants identify underserved areas. Deliveroo later broadened its offer through restaurant collection, merchant-operated delivery fleets, subscription services, advertising, corporate ordering, and on-demand grocery. Major platform initiatives have included Deliveroo Plus, a paid membership programme offering free delivery subject to plan conditions; Editions, a network of delivery-only kitchens designed to let restaurant brands serve new catchment areas without opening conventional high-street premises; Marketplace+, which allows restaurants with their own logistics operations to list on Deliveroo; Pick-Up, a click-and-collect service; and HOP, a rapid grocery-delivery proposition supported by dedicated fulfilment sites. The company has also developed relationships with major grocery and retail groups, including Morrisons, Waitrose, Co-op, Sainsbury's, Asda, Aldi, M&S, and Whole Foods in the United Kingdom, alongside partners in selected international markets. Deliveroo expanded internationally during the 2010s but subsequently placed greater emphasis on achieving a leading position in each market. It withdrew from the Netherlands in 2022 after concluding that reaching a sustainable top-tier position there would require disproportionate investment. Its business has faced intense competition from Just Eat Takeaway and Uber Eats, as well as local delivery providers. The model has also attracted sustained debate over courier classification, pay, benefits, collective representation, and safety. Courts and regulators in different jurisdictions have reached differing conclusions or imposed sanctions concerning the treatment of riders. Deliveroo became a publicly traded company on the London Stock Exchange in 2021. The initial public offering was widely regarded as a poor debut after the share price fell sharply on its first trading day, amid concerns about valuation, governance, labor relations, and the economics of food-delivery platforms. The company reduced its workforce during the COVID-19 disruption and again in 2023 after acknowledging that staffing had grown rapidly during pandemic-related demand. According to the supplied reference material, DoorDash completed its acquisition of Deliveroo in October 2025. Deliveroo nevertheless remains an active consumer-facing brand, combining restaurant delivery with grocery, retail, advertising, subscription, and logistics technology services.

History

Deliveroo began in 2013 when Will Shu and Greg Orlowski established a London-based service focused on restaurant delivery. Its early model combined a digital ordering marketplace with a managed courier network, allowing restaurants to reach customers beyond their normal premises. Venture funding supported rapid expansion across the United Kingdom and into overseas markets during the middle of the decade. The company broadened its operational model through partnerships with restaurant chains and independent venues. In 2016, it added a distinctive kangaroo-based visual identity and secured a delivery arrangement with Heineken for beer and cider at selected sites. In 2017, it moved into delivery-only kitchens under the Editions name and announced a major expansion of its London technology workforce. Editions used Deliveroo's data on local demand to help restaurants test locations without the cost of a traditional restaurant site. The platform continued to add services. Deliveroo Plus launched in 2017 as a consumer subscription product, while Marketplace+ arrived in 2018 to support restaurants that had their own delivery fleets. Pick-Up followed in 2019, enabling customers to order digitally and collect food. In 2020, Deliveroo entered grocery delivery, a strategic expansion that became particularly important during the COVID-19 pandemic. Grocery partnerships subsequently included major supermarket and convenience operators. HOP, launched in 2021, extended the grocery proposition through dedicated rapid-delivery sites. Deliveroo's growth produced both economic opportunities and controversy. Research cited in the reference material attributed additional restaurant-sector employment and economic activity to the platform, while courier groups challenged the use of self-employed contracts and the absence of conventional employee benefits. Strikes and protests occurred in the United Kingdom, Germany, Belgium, the Netherlands, and Australia. In the United Kingdom, the Central Arbitration Committee ruled in 2017 that Deliveroo riders were self-employed, and a 2021 court case upheld the company's position in litigation brought by the Independent Workers' Union of Great Britain. French authorities later imposed a maximum fine of €375,000 for misuse of freelance status. The company also experienced operational difficulties, including application and website outages in 2016. It introduced rider-safety measures after attacks on moped couriers, including a security-reporting function, helmet-camera trials, and additional safety personnel. Deliveroo launched an initial public offering in London in 2021, but the flotation suffered a steep first-day decline. After reducing its workforce during the pandemic, it announced a further reduction in 2023, explaining that staffing had expanded too quickly during exceptional COVID-related growth. Deliveroo subsequently concentrated on markets where it believed it could achieve a leading position, leaving the Netherlands in 2022. Its business remained centered on restaurant delivery but increasingly included groceries, retail, subscriptions, advertising, collection, and merchant logistics. The supplied reference states that DoorDash acquired the company in October 2025, placing the Deliveroo brand within DoorDash's ownership while preserving its established market identity.

2025
DoorDash takeover
[1]Deliverooen.wikipedia.org
The supplied reference states that DoorDash completes its acquisition of Deliveroo in October 2025.
2022
Netherlands exit
[1]Deliverooen.wikipedia.org
Deliveroo withdraws from the Netherlands as part of a strategy focused on markets where it can achieve leading scale.
2021
London listing
[1]Deliverooen.wikipedia.org
Deliveroo becomes publicly traded on the London Stock Exchange after a sharply criticized first trading day.
2020
Grocery delivery begins
[1]Deliverooen.wikipedia.org
Deliveroo introduces on-demand grocery delivery and expands retail partnerships.
2019
Pick-Up launches
[1]Deliverooen.wikipedia.org
Customers gain a digital click-and-collect option at participating restaurants.
2017
Deliveroo Editions and Plus expand the platform
[1]Deliverooen.wikipedia.org
The company develops delivery-only kitchens and launches its consumer delivery subscription.
2014
Series A funding
[1]Deliverooen.wikipedia.org
Deliveroo raises a £2.75 million Series A round from Index Ventures, Hoxton Ventures, and angel investors.
2013
Deliveroo is founded
[1]Deliverooen.wikipedia.org
Will Shu and Greg Orlowski establish the company in London as a technology-enabled restaurant delivery business.

Products and positioning

A convenience-led, technology-enabled delivery marketplace with a relatively premium and broad selection of restaurants, groceries, and local retailers.

Food delivery marketplace · 2013
Restaurant delivery
Deliveroo's core service lets customers browse participating restaurants, place orders through the app or website, and receive meals through the platform's courier network. Revenue principally comes from merchant commissions and customer delivery charges.
Subscription · 2017
Deliveroo Plus
A paid membership programme introduced in the United Kingdom and Ireland. Depending on the plan and order conditions, members receive free delivery or other delivery-related benefits.
Delivery-only kitchens · 2017
Deliveroo Editions
A network and operating concept built around kitchens without customer-facing dining rooms. Editions helps restaurant brands serve new areas while reducing the premises and setup requirements of a conventional high-street location.
Merchant logistics · 2018
Marketplace+
A platform option for restaurants that maintain their own delivery fleets. Participating merchants can list on Deliveroo while using their own logistics or accessing Deliveroo riders to extend delivery capacity.
Click and collect · 2019
Pick-Up
A collection service allowing customers to order food digitally and collect it from participating restaurants instead of requesting courier delivery.
On-demand grocery · 2020
Grocery delivery
Deliveroo's grocery proposition connects consumers with supermarkets, convenience stores, and other retailers for delivery of food, household staples, snacks, and ready-to-eat products.
Rapid grocery delivery · 2021
Deliveroo HOP
A rapid grocery service using dedicated fulfilment locations, including dark stores, to support short delivery windows. The first reference location opened in central London in 2021.
Digital advertising · 2022
Deliveroo advertising platform
An advertising product introduced for businesses to promote restaurants, products, and offers across the Deliveroo application and related digital surfaces.

Controversies

2022
French freelance-status penalty
Deliveroo received a maximum €375,000 fine in France for abusing the freelance status of riders and was required to publish the court decision on its French website for a month.
Source
2022
Hong Kong Competition Commission investigates Foodpanda and Deliveroo
In 2022, Hong Kong's Competition Commission said it was investigating whether Foodpanda and Deliveroo imposed restrictive conditions on partner restaurants. The concern was that the platforms could use their market positions to impose strict and exclusive deals. The report describes an investigation, not a finding of wrongdoing. No conclusion, penalty, or outcome is stated in the source.
Source
2021
Deliveroo workers strike over pay and conditions
Deliveroo workers went on strike in a dispute over pay and conditions. The IWGB said its members were calling for improved employment rights and safety protections; a Deliveroo rider also described the company's pay as poverty pay and said he received little support after contracting Covid-19.
Source
2021
Italian prosecutors fine food delivery platforms over courier employment and safety rules
Italian prosecutors fined Uber Eats, Glovo, Just Eat and Deliveroo a total of about €733 million over labour safety issues and said the platforms must offer non-permanent contracts with fixed pay to couriers in Italy. The companies were also given 90 days to comply with requests concerning social security, insurance and protective equipment.
Source
2019
UK regulator opens investigation into Amazon's Deliveroo investment
The UK's Competition and Markets Authority opened a formal investigation into Amazon's investment transaction with Deliveroo and set December 11 as the deadline for its first-phase decision. Deliveroo said it was cooperating fully with the regulator.
Source
2019
Belgian social security office announces civil suit against Deliveroo
Belgium's National Social Security Office announced a civil suit against Deliveroo following an investigation. Deliveroo was due to be tried before the labor tribunal in January 2020 over alleged labor-law violations.
Source
2016
Courier pay and employment-status protests
London couriers protested proposed pay arrangements, the absence of sick and accident pay, and the wider use of self-employed contracts. Related labor disputes and investigations also occurred in Australia, Germany, Belgium, and the Netherlands.
Source

Brand decisions

2023
Reduce global headcountOther
Background
Management said staffing had grown too rapidly during exceptional COVID-related expansion.
Action taken
Deliveroo announced redundancies affecting approximately 9% of its workforce.
Aftermath
The company described the move as an effort to establish a more balanced cost base after pandemic demand normalized.
Source
2022
Withdraw from the NetherlandsStrategy
Background
Deliveroo's stated strategy was to hold a leading or strong second position in each operating market.
Action taken
The company ended Dutch operations on 30 November 2022.
Aftermath
Resources were concentrated on markets where management believed a top-tier position could be achieved with more predictable returns.
Source
2020
Expand into on-demand groceryStrategy
Background
The company sought to broaden beyond prepared meals and respond to rising demand for digitally ordered essentials.
Action taken
Deliveroo introduced grocery delivery and built partnerships with supermarket and convenience chains.
Aftermath
Grocery became a significant additional category and supported later rapid-delivery initiatives such as HOP.
Source
2017
Launch Deliveroo EditionsProduct launch
Background
Restaurants wanted to reach customers in areas where opening a conventional premises would be expensive or impractical.
Action taken
Deliveroo developed delivery-only kitchen sites and used platform demand data to select cuisines and locations.
Aftermath
Editions became a recurring part of the company's restaurant infrastructure and market-expansion strategy.
Source

Recent events

2026.10.30
Reported2026.10.30
Deliveroo runs Singapore National Day campaign with local restaurant offers[8]Deliveroo推出新加坡国庆日活动及本地餐厅优惠marketing-interactive.com
Deliveroo ran a Singapore National Day initiative featuring selected food deals and delivery offers, including SG$1 delivery for grocery orders throughout August and for orders from close to 300 participating restaurants through 15 August. The article says the initiative aimed to encourage support for local restaurants during a dine-in ban.
Unconfirmed
Reported2026.10.21
Deliveroo Hong Kong rolls out app pick-up feature[9]Deliveroo香港推出应用程式自取功能marketing-interactive.com
Deliveroo Hong Kong rolled out a pick-up feature on its app, enabling customers to order food for pickup from restaurants and eliminating delivery fees and the need to queue.
Unconfirmed
Reported2026.10.21
Deliveroo Hong Kong opens Quarry Bay Editions site[9]Deliveroo香港推出应用程式自取功能marketing-interactive.com
Deliveroo Hong Kong opened its third Editions site in Quarry Bay, a 2,877-square-foot hub with six delivery-only kitchen spaces.
2022.03.29
Reported2022.03.29
WHSmith and Deliveroo launch delivery partnership trial[10]WHSmith与Deliveroo启动配送合作试点thenorthernecho.co.uk
WHSmith and Deliveroo launched a trial partnership to deliver about 600 WHSmith products from stores, with delivery available in as little as 20 minutes. WHSmith said the trial would start in Reading and extend to nine more stores over the following week.
2022.03.09
Reported2022.03.09
Deliveroo launches India Engineering Centre[11]Deliveroo 在印度启用工程中心thehindubusinessline.com
Deliveroo launched its India Engineering Centre in Hyderabad as part of a multi-year plan to expand its engineering capabilities. The company said it had started recruiting and planned to employ over 150 engineers in India by the end of 2022.
Unconfirmed
Reported2022.01.27
Hong Kong Competition Commission investigates Foodpanda and Deliveroo[5]Hong Kong Competition Commission investigates Foodpanda and Deliverooscmp.com
Hong Kong's Competition Commission said it was investigating whether Foodpanda and Deliveroo imposed restrictive conditions on partner restaurants, amid concerns that the platforms could use their market positions to impose strict and exclusive deals. The article reports an investigation, not a finding of wrongdoing.
2021.09.30
Reported2021.09.30
Deliveroo launches Hop grocery delivery service[12]Deliveroo推出Hop杂货配送服务thegrocer.co.uk
Deliveroo launched Deliveroo Hop, a rapid grocery delivery service, with its first dark store serving residents in Vauxhall and Battersea in central London.
2021.09.30
Reported2021.09.30
Deliveroo partners with Morrisons to supply Hop dark store[12]Deliveroo推出Hop杂货配送服务thegrocer.co.uk
Deliveroo partnered with Morrisons, which will act as wholesaler for the Deliveroo Hop dark store and provide branded and own-label goods.
2021.09.15
Reported2021.09.15
Amazon and Deliveroo offer Deliveroo Plus to Prime members[13]亚马逊与Deliveroo为Prime会员提供Deliveroo Plus服务finance.sina.com.cn
Amazon and Deliveroo announced an arrangement under which Amazon Prime members in the UK and Ireland can use Deliveroo Plus's entry-level service and avoid delivery fees on orders over £25.
2021.08.24
Reported2021.08.24
Boots partners with Deliveroo for on-demand deliveries[14]Boots与Deliveroo合作提供按需配送thegrocer.co.uk
Boots partnered with Deliveroo to offer more than 400 Boots products for on-demand home delivery. The trial initially covers 14 pilot stores in the UK.

Related entries

DoorDash

Wolt