--- title: 'Deliveroo — company profile' canonical: 'https://feeny.ai/companies/deliveroo' type: 'company' updated: '2026-07-02' --- # Deliveroo > A hyperlocal three-sided marketplace connecting consumers, restaurants and grocers, and riders to deliver food and local goods in under 30 minutes. - **Website:** https://deliveroo.co.uk/ - **Type:** Subsidiary of DoorDash, Inc. (formerly public, LSE: ROO) - **Headquarters:** London, United Kingdom - **Founded:** 2013 - **Founders:** Will Shu - **Valuation:** $3.9B (2025 DoorDash acquisition) - **Total raised:** N/A (public via 2021 LSE IPO, then acquired) - **Latest round:** Acquired by DoorDash · $3.9B cash · completed October 2025 - **Investors:** DoorDash, Inc. (acquirer, 2025) - **Business model:** Three-sided delivery marketplace: merchant commissions + consumer delivery/service fees + the Deliveroo Plus subscription. Thin-margin and volume-driven; FY2024 GTV £7.43B on £2.07B revenue. - **Industries:** Food & Beverage - **Open roles:** 185 - **Profile:** https://feeny.ai/companies/deliveroo ## What they do Deliveroo runs a hyperlocal three-sided marketplace that connects consumers, restaurants and grocers, and self-employed riders to deliver food and local goods in under 30 minutes. Its machine-learning logistics engine (Frank) matches riders to orders neighbourhood by neighbourhood across 10 markets and 160,000+ partners. ## Overview **The company Will Shu built by delivering the first order himself** When Will Shu moved to London in 2013, he found a city stuffed with great restaurants and almost none that delivered. So he started Deliveroo and did the first year of deliveries on his own bike, a detail the company still likes to tell because it's true and because it explains a lot about how the place thinks about riders. A decade on, Deliveroo runs a hyperlocal three-sided marketplace across 10 markets, connecting millions of consumers, more than 160,000 restaurant and grocery partners, and thousands of riders to fulfil an order in under 30 minutes. In 2024 it turned its first full-year profit since launch, and in October 2025 DoorDash closed a $3.9 billion all-cash deal to buy it. The independent public company is now a DoorDash subsidiary, which is the new context for everything below. ## What They Do **One logistics engine, three kinds of customer** Deliveroo is a food-and-grocery delivery marketplace, but the interesting part is what sits underneath the app: a real-time logistics system that has to satisfy three constituencies at once. Consumers want fast and cheap. Restaurants and grocers want more orders without the cost of running their own delivery. Riders want flexible work that actually pays. Deliveroo's job is to keep all three happy in the same 30-minute window. The glue is a machine-learning routing system the company calls Frank, which decides which rider takes which order based on prep times, distances, and traffic patterns learned neighbourhood by neighbourhood. When Deliveroo says it unlocked delivery for over 90% of its partners, that's the claim: most of those restaurants never delivered before it showed up. ## Problems **Coordinating hundreds of thousands of live orders without anyone waiting** The hard problem in food delivery isn't the app, it's the physics. A meal has to be cooked, collected, and carried across a city while it's still hot, and every one of those steps has its own unpredictable delay. Deliveroo's whole technical premise is that machine learning can shave those delays down at scale, matching riders to orders so restaurants aren't left with cold food and riders aren't left idling. There's a business problem baked in too. Independent restaurants can't afford their own delivery fleets, and physical expansion is slow and expensive. Deliveroo's answer to the second one is Editions, delivery-only kitchens that let a restaurant open in a new area without signing a lease. ### Problems addressed - Coordinating hundreds of thousands of simultaneous live orders so food arrives fast and hot - Giving independent restaurants delivery reach without their own fleet - Letting restaurants expand to new areas without the cost of a physical premise (Editions) - Offering consumers on-demand access to food, groceries, and local retail in under 30 minutes - Providing riders flexible work with earnings and safety cover ## Who It's For **Everyone eats, which is exactly the point** Deliveroo's stated view is that food delivery is hyperlocal, so it builds its offer street by street rather than assuming a single national customer. On the consumer side that spans students, professionals, and families across city centres, suburbs, and small towns. On the supply side it's independent restaurants and national chains, plus a growing roster of grocers and retailers. The third audience is riders, and Deliveroo pitches them on flexibility, earnings, and safety cover. That relationship is also where the company takes its sharpest public criticism, which the reviews section gets into. ### Ideal customer profiles - **Consumer** — Wants fast, reliable delivery of food and daily essentials; Wants live tracking and wide selection; Sensitive to fees and menu markups - **Restaurant / grocer** — Wants more orders without running its own delivery; Wants to expand to new areas at low cost and risk; Wants demand data to inform where to grow - **Rider** — Wants flexible hours and predictable earnings; Wants safety and insurance cover; Frustrated by opaque pay calculation and real-terms pay pressure ## Products **From restaurant meals to a pint of milk in 20 minutes** The core product is still restaurant delivery, but Deliveroo has spent years widening what counts as a delivery. Grocery arrived in 2018 on the same logistics rails, then Hop added rapid delivery from its own dark stores, and Shopping pushed into non-food retail like flowers, stationery, and pet supplies. Editions rounds it out on the supply side as the delivery-only-kitchen play. Underneath all of it is one subscription hook, Deliveroo Plus, which trades a monthly fee for free delivery and is how the company builds habit. ## Business Model **Commissions from merchants, fees from diners, a subscription on top** Deliveroo makes money three ways. It charges restaurants and grocers a commission on each order, it charges consumers a stack of fees at checkout (delivery, service, and a small-order fee when the basket is too light), and it sells the Deliveroo Plus subscription for free-delivery perks. The model is thin-margin and volume-driven: FY2024 gross transaction value was £7.43 billion but revenue was £2.07 billion, and adjusted EBITDA margin was just 1.7%. That thinness is the whole story of the business. 2024 was the first year Deliveroo ever turned a full-year profit, £2.9 million, after more than a decade of losses. ### Plans For consumers, Deliveroo charges at the order level, up to four fees per checkout (a distance-based delivery fee, an extended delivery fee for far orders, a service fee, and a small-order fee when the basket is under the minimum), all shown before you pay. The recurring-revenue layer is Deliveroo Plus, a subscription that gives free delivery from participating partners plus tier-specific perks. On the supply side, merchants pay a commission per order (not publicly listed). - **Plus Silver** — £3.49/mo · All customers Entry subscription tier, free delivery from participating partners - Free delivery from participating partners on eligible orders - Open to all customers - Monthly plan available to all; annual to selected customers - **Plus Gold** — Not publicly listed · All customers Higher tier with additional customer-specific benefits - Free delivery from participating partners - Additional perks, some customer-specific - Open to all customers - **Plus Diamond** — Invite only · Selected customers by invitation Top tier, available by invite only - Free delivery plus premium perks - Available to selected customers by invitation only Good to know: Plus orders are still subject to service fees and small-order fees where applicable; Monthly plans available to all customers; annual plans to selected customers only; Consumers may see up to four fees at checkout: delivery, extended delivery, service, and small-order fee; Small-order fee removed by adding items to meet the partner's minimum spend ## Competition **A profitable niche player that a giant decided to buy** Deliveroo competes with Uber Eats and Just Eat Takeaway in its core markets, and reviewers consistently note it tends to price higher than Just Eat or ordering direct. Its edge was never being the cheapest; it was the Frank logistics engine, the Editions kitchen network, and a disciplined focus on fewer markets that finally produced a profit while rivals burned cash. The clearest verdict on where it stacks up came in 2025, when DoorDash paid $3.9 billion for it rather than fight it. Deliveroo now anchors DoorDash's push into Europe and the Middle East alongside Wolt. ### Their edge - **Logistics engine, not just an app** — The Frank ML routing system optimises rider matching by neighbourhood, which is Deliveroo's core operational edge over generic marketplaces. - **Dark-kitchen supply expansion** — Editions lets restaurants open in new areas without a lease, growing selection in a way pure aggregators can't. - **Disciplined path to profit** — Deliveroo reached its first full-year profit in 2024 by focusing on fewer markets, while rivals kept losing money. ### Where they're betting - Non-food retail expansion (Shopping) - Rapid grocery via Hop dark stores - Integration into the DoorDash + Wolt global group - Restaurant financial services (Deliveroo Capital) ## Proof **The numbers behind a first profit and a $3.9B exit** Deliveroo's traction is easiest to read in its own financials. FY2024 gross transaction value hit £7.43 billion, up 5%, on revenue of £2.07 billion, and adjusted EBITDA jumped 52% to £129.6 million. The milestone that mattered most was the first full-year profit in the company's history. The operating footprint backs it up: 10 markets, more than 160,000 restaurant and grocery partners, and the kind of grocery lineup that includes Co-op, Carrefour, Waitrose, Marks and Spencer, and Whole Foods Market. ## What People Say **Customers like the selection, riders fight over the pay** Diners tend to praise the range of restaurants, the live order tracking, and responsive customer support. The recurring gripe is cost: reviewers say Deliveroo runs pricier than Just Eat or ordering direct, with menu prices often marked up to cover commission. The louder, more serious criticism comes from riders. Deliveroo classifies them as self-employed, a status the UK Supreme Court upheld in 2023, which means no guaranteed minimum wage. Riders have protested outside the AGM over pay and conditions, arguing real-terms earnings have fallen while shareholders got payouts. It's the defining tension of the gig-delivery model, and Deliveroo is one of its most-litigated examples. ## Funding **From a 2021 IPO to a DoorDash subsidiary** Deliveroo went public on the London Stock Exchange in 2021 under the ticker ROO, so its recent history is public-market money rather than venture rounds. The chapter that closed the story was the takeover: in May 2025 DoorDash agreed to buy the company, and the deal completed on 2 October 2025. The terms were $3.9 billion in cash, £1.80 per share, a 29% premium to the pre-offer price, valuing Deliveroo's equity at roughly £2.9 billion. It is now part of the DoorDash, Inc. group. ## Team & Culture **Builders solving marketplace problems at real scale** Deliveroo pitches engineering candidates on the size of the problem: an always-on, three-sided marketplace serving millions of live interactions a day, now spanning DoorDash and Wolt systems too. The internal language is low-hierarchy and high-ownership, with the promise that you ship fast and see the impact. The UK package is generous and specific: 25 days leave plus bank holidays, a cash bonus, up to 5% matched pension, equity for eligible roles, private healthcare, and free Deliveroo Plus. Offices run across London, Birmingham, Bristol, Edinburgh, Leeds, and Manchester, and most engineering roles are hybrid. ## Compensation **Disclosed bands skew commercial, with equity on top** Most of Deliveroo's disclosed pay bands sit in its commercial and operations roles across the UK, Ireland, and continental Europe, which is where its business-development and account-management hiring is heaviest. Ranges run from hourly field roles in the £13 to £16 band up to salaried operations and sales positions, quoted in both GBP and EUR depending on market. The base figures are only part of it. Deliveroo's job posts and UK benefits describe competitive salary plus a cash bonus and equity for eligible roles, so total comp for permanent staff runs above the base bands shown here. ## Security & Legal **Roofoods Ltd, and now a DoorDash controller** Deliveroo's registered legal entity is Roofoods Ltd, based at The River Building, 1 Cousin Lane, London EC4R 3TE. Since the acquisition, DoorDash, Inc. is named as a joint data controller in the privacy policy where needed to run the service. The company is a UK data controller that may transfer data outside the UK and EEA, including to India where it has operations, and it publishes a formal UK tax strategy. Payments and app infrastructure lean on named third parties including Adyen, Stripe, Braintree, Checkout.com, Braze, Twilio, and Datadog. ## In the News **A takeover closes and the retail land-grab continues** The headline event was DoorDash completing its acquisition on 2 October 2025, which brought the DoorDash brand into the UK. Since then the newsroom reads like a company pushing hard into non-food retail: exclusive tie-ups with Ryman for stationery, Pets Corner for pet essentials, and a Deliveroo Capital financing product for restaurants. The combined group is also flexing its new scale, with Deliveroo, DoorDash, and Wolt named as a FIFA World Cup 2026 tournament supporter and running their first joint international campaign. ### Coverage - [DoorDash Announces Agreement to Acquire Deliveroo](https://ir.doordash.com/news/news-details/2025/DoorDash-Announces-Agreement-to-Acquire-Deliveroo/default.aspx) — DoorDash Investor Relations (2025-05-06) - [DoorDash closes $3.9 billion buyout of Deliveroo](https://finance.yahoo.com/news/doordash-finalizes-3-9-billion-140056194.html) — Yahoo Finance (2025-10-02) - [DoorDash arrives in the UK as Deliveroo acquisition formally completes](https://deliveroo.co.uk/more/news-articles/doordash-deliveroo-acquisition) — Deliveroo Newsroom (2025-10-02) - [Deliveroo reports first ever full year profit](https://www.restaurantonline.co.uk/Article/2025/03/13/deliveroo-reports-first-ever-full-year-profit/) — Restaurant Online (2025-03-13) - [Is DoorDash's US$3.9bn Deal for Deliveroo Value for Money?](https://technologymagazine.com/news/is-doordashs-us-3-9bn-deal-for-deliveroo-value-for-money) — Technology Magazine (2025) - [Deliveroo partners with Liberis to launch 'Deliveroo Capital', offering restaurants access to funding](https://deliveroo.co.uk/more/news-articles/deliveroo-capital-launch) — Deliveroo Newsroom (2026-02-16) - [Deliveroo continues retail growth with expansion into stationery through an exclusive partnership with Ryman](https://deliveroo.co.uk/more/news-articles/deliveroo-and-ryman-partnership) — Deliveroo Newsroom (2026-05-28) - [Supreme Court rules that Deliveroo riders are not employees](https://www.simkins.com/news/supreme-court-rules-that-deliveroo-riders-are-not-employees) — Simkins (2023) ## Company details - **Mission:** To transform the way people shop and eat, bringing the neighbourhood to your door by connecting consumers, restaurants, shops, and riders. - **Products:** Restaurant Delivery, Deliveroo Hop, Deliveroo Shopping, Editions, Deliveroo Plus, Frank - **Notable customers:** Co-op, Conad, Carrefour, Casino, Marks and Spencer, Picard, Waitrose, Whole Foods Market, Ryman, Pets Corner - **Customer segments:** Consumers, Restaurants, Grocers and retailers, Self-employed riders - **Buyers / users:** Consumers ordering food and groceries, Independent restaurants and national dining chains, Grocery and retail partners, Self-employed delivery riders - **Competitors:** Uber Eats, Just Eat Takeaway, Wolt (now sister brand under DoorDash) - **What sets them apart:** Proprietary Frank ML logistics engine optimising routing neighbourhood by neighbourhood; Editions delivery-only kitchens lower the cost of restaurant expansion; Three-sided marketplace network effects that are hard to replicate at scale; Reached profitability while rivals continued to burn cash; Free personal accident and third-party liability insurance for riders from their first order - **Tech stack:** Frank (proprietary ML routing engine), Adyen, Stripe, Braintree, Checkout.com, Braze, Twilio, Datadog - **Integrations:** SevenRooms (in-app restaurant reservations), Liberis (Deliveroo Capital financing), Sainsbury's Nectar loyalty, GymPass ## Open roles (185) - [Sales Development Representative](https://jobs.ashbyhq.com/deliveroo/880112ec-5a0e-498e-bb76-eb6a7ba8dd2a) — Manchester, United Kingdom - [Finance & Strategy Manager – Support Operations & Quality](https://jobs.ashbyhq.com/deliveroo/4021781c-9faf-4a99-8c6b-89bb638eb6f8) — London, United Kingdom - [Value and Promotional Strategy Manager, UKI](https://jobs.ashbyhq.com/deliveroo/9d50be7f-6e12-4b89-b3c5-1bef564a4e51) — London, United Kingdom - [Senior Commercial Counsel, Procurement](https://jobs.ashbyhq.com/deliveroo/b6780670-c857-4820-baa6-9f2ce0db0e7c) — London, United Kingdom - [Head of Creative](https://jobs.ashbyhq.com/deliveroo/eb83a36f-297a-4440-ac80-e85afbc76973) — London, United Kingdom - [Site Associate - Brighton](https://jobs.ashbyhq.com/deliveroo/dc408aee-2aea-483f-8ad1-0511d464d149) — Brighton, United Kingdom - [Security Operations Centre Specialist II](https://jobs.ashbyhq.com/deliveroo/0e4b219e-b223-4146-9984-beb1bd09f8d8) — Hyderabad, India - [Operations Manager](https://jobs.ashbyhq.com/deliveroo/4413a037-267e-45ee-b519-7eaba9cd616c) — Paris, France - [Corporate Commercial Manager, Abu Dhabi](https://jobs.ashbyhq.com/deliveroo/302b1125-5576-4760-a368-026fb3042953) — Dubai, United Arab Emirates - [Senior Associate, GTM](https://jobs.ashbyhq.com/deliveroo/ccb1fbf7-561d-4213-8211-6ec0e54e0711) — London, United Kingdom - [Senior Catalogue Specialist](https://jobs.ashbyhq.com/deliveroo/a29bdf58-2aee-463a-9832-5c7d4ed0f427) — Dubai, United Arab Emirates - [Assistant·e Chef de Projet Marketing Fidélisation (Deliveroo Plus) - Alternance 12 mois](https://jobs.ashbyhq.com/deliveroo/fdd6ca0a-02b9-4a2a-aa38-8fd1c284cef3) — Paris, France - [Site Team Leader/ Capoturno (Milano) - Fixed Term](https://jobs.ashbyhq.com/deliveroo/bcd7fc86-2af6-491b-a010-03a008c7c021) — Milan, Italy - [Strategy & Operations Manager](https://jobs.ashbyhq.com/deliveroo/a8b2c8d7-60bd-4178-bb4f-e9a52348bb29) — London, United Kingdom - [Site Associate - Canning Town](https://jobs.ashbyhq.com/deliveroo/2beb4b24-e839-45ae-93c3-55112c58090f) — London, United Kingdom - [Global Head of Mx Support](https://jobs.ashbyhq.com/deliveroo/140f4935-9d86-422b-a0a1-544aa500f250) — Manchester, United Kingdom - [Commercial Project Manager](https://jobs.ashbyhq.com/deliveroo/d16eb7a2-fc52-4dfa-86f8-627d6b5a6349) — Kuwait - [Care Operations Manager - French](https://jobs.ashbyhq.com/deliveroo/f98e772f-276a-4a8d-b69e-443d975d48f9) — Manchester, United Kingdom - [Technical Integrations Manager](https://jobs.ashbyhq.com/deliveroo/480c9bde-2d49-454b-bc8f-30e2ddda04d4) — London, United Kingdom - [Site Team Leader/ Capoturno (Firenze) - Fixed Term](https://jobs.ashbyhq.com/deliveroo/0ccbe088-2f91-4f49-8990-d090dca173ee) — Florence, Italy - [Senior DevOps Engineer](https://jobs.ashbyhq.com/deliveroo/0143964a-a856-4b73-a3d8-40d251d30e37) — London, United Kingdom - [Data Science Manager - Delivery Team](https://jobs.ashbyhq.com/deliveroo/ca580fb5-2b1b-4cd2-a0e2-cf0d7737d4ac) — London, United Kingdom - [Local Lead, Creative Campaigns (8-Month FTC)](https://jobs.ashbyhq.com/deliveroo/85061c65-01c8-4073-9ac2-96d75348d624) — Paris, France - [Group Product Manager - Head of EMEA Fraud, Trust and Safety Product](https://jobs.ashbyhq.com/deliveroo/c21430ee-855d-4871-9844-8c5acc0ca593) — London, United Kingdom - [Senior Integrated Marketing Strategy & Planning Manager](https://jobs.ashbyhq.com/deliveroo/389b6680-6ff5-4659-b0af-1995e26b3474) — Paris, France - [Senior Software Engineer, Android](https://jobs.ashbyhq.com/deliveroo/7973857a-96fa-4eeb-80db-33c4a37ecdd7) — London, United Kingdom - [Data Science Manager - Merchants Team](https://jobs.ashbyhq.com/deliveroo/0ff9480a-2c3b-4191-8b70-0ef19e5167e5) — London, United Kingdom - [Junior Designer - Kuwaiti National Only](https://jobs.ashbyhq.com/deliveroo/292ed807-d5a2-421f-b41b-f020120666c8) — Kuwait - [Senior B2B CRM Executive](https://jobs.ashbyhq.com/deliveroo/34f28e7d-9fef-4133-ba78-7ada33f22c74) — London, United Kingdom - [Senior Compensation Design Specialist](https://jobs.ashbyhq.com/deliveroo/e6b2f6ef-b4fc-4298-8d4d-fe728ce444c1) — London, United Kingdom - [Account Manager, Commuter Belt South](https://jobs.ashbyhq.com/deliveroo/8d5e9285-1de8-43ff-802c-5aac8a83dbe1) — London, United Kingdom - [Sales Team Lead - Groceries & Retail - France](https://jobs.ashbyhq.com/deliveroo/872c850e-fa17-441e-97a9-22d9c492427a) — Paris, France - [Site Associate/ Magazziniere (Milano) - Fixed-Term](https://jobs.ashbyhq.com/deliveroo/7bd38af0-e002-44cb-a0af-32040b1ec0af) — Milan, Italy - [Software Engineer, Machine Learning Infrastructure](https://jobs.ashbyhq.com/deliveroo/58485b61-4c8e-4996-89bc-685d5e154b94) — London, United Kingdom - [Head of Regional Accounts – Paris Outer](https://jobs.ashbyhq.com/deliveroo/56decdb8-53ed-4d6a-a752-ba223385ce08) — Paris, France - [Warehouse Associate - Kentish Town - Part-time](https://jobs.ashbyhq.com/deliveroo/652466d2-187d-49a1-b1a1-0dc371374623) — London, United Kingdom - [Warehouse Associate - Full Time](https://jobs.ashbyhq.com/deliveroo/df00b09e-09b7-4922-921f-d461b4d3e272) — London, United Kingdom - [Senior Rider Onboarding Associate - Manchester (6 Months FTC)](https://jobs.ashbyhq.com/deliveroo/c733fd70-d29d-4dfc-83e2-07d3317a978c) — Remote - [Software Engineer, GenAI Platform](https://jobs.ashbyhq.com/deliveroo/78c5338a-6a37-4f5c-91c3-02707cab0726) — London, United Kingdom - [Rider Onboarding Associate - Birmingham (6 Months FTC)](https://jobs.ashbyhq.com/deliveroo/c1900c9b-6af1-4615-afa4-ec97f9d51616) — Remote - [Account Manager, Outer London South](https://jobs.ashbyhq.com/deliveroo/6bcf3490-e7a4-4f38-b9d3-3a5a7889d760) — London, United Kingdom - [Strategy and Operations| Senior Manager - New Partner Experience (NPX)](https://jobs.ashbyhq.com/deliveroo/ec686a5b-4c5d-4114-9ac2-556ff9a1c35d) — London, United Kingdom - [Account Manager - Bologna](https://jobs.ashbyhq.com/deliveroo/006531a3-e72d-4b70-ab0d-7f1ec0a896d9) — Emilia-Romagna, Italy - [Business Development Manager (FTC - 12 months) - Viareggio/Lucca](https://jobs.ashbyhq.com/deliveroo/6b2792f3-cfe1-4a28-83de-eb8cc920dca1) — Viareggio, Italy - [Senior Analytics Engineer](https://jobs.ashbyhq.com/deliveroo/70697702-ea50-4be3-a55b-58e6ccece84e) — London, United Kingdom - [Associate Vendor Manager - Deliveroo HOP](https://jobs.ashbyhq.com/deliveroo/8089e2ea-d307-4659-ab14-695bcc8c2baa) — London, United Kingdom - [Analyst, Regional Security Operations Center](https://jobs.ashbyhq.com/deliveroo/281024bc-f267-483c-8118-5b69c11ed3d5) — London, United Kingdom - [Warehouse Supervisor](https://jobs.ashbyhq.com/deliveroo/8d9ef48d-e6cb-44e6-ab45-9b66bb2f0a1f) — London, United Kingdom - [Rider Compliance Team Leader](https://jobs.ashbyhq.com/deliveroo/1fba1982-6f28-44c2-bbd5-1b62011a647f) — Manchester, United Kingdom - [Creative Lead - Fixed Term Contract](https://jobs.ashbyhq.com/deliveroo/94498ca6-d194-400d-a7cf-6051c9749b56) — London, United Kingdom _…and 135 more at https://feeny.ai/companies/deliveroo/jobs_ --- _Source: https://feeny.ai/companies/deliveroo · profile updated 2026-07-02_