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Deliveroo SWOT & PESTLE Analysis

ID : 52939353| May 2021| 21 pages

COMPANY PROFILE -Deliveroo

Business Sector :United Kingdom, Europe, Global

Operating Geography :Food Delivery

About Deliveroo :

Deliveroo is a British online food delivery service based in London. Deliveroo was established in 2013 by Will Shu and Greg Orlowski. Customers pay a per-order charge, and the company makes money by charging restaurants a commission fee. Customers place orders through the company's app or website, and orders are delivered to them at doorstep. The company partners up with other restaurants to deliver food to customers. Deliveries are executed by contractual drivers that operate on an on-demand basis. In 2021, the company counts over 110,000 riders working for the company. One of the major differentiators from other food delivery companies is the focus on high-quality food offerings. It has a presence in over 200 cities across the United Kingdom, as well as the Netherlands, France, Belgium, Ireland, Spain, Italy, Australia, Singapore, the United Arab Emirates, Kuwait, and Hong Kong. Deliveroo Editions, a subsidiary of Deliveroo, focuses on expanding a network of ghost kitchens—kitchens located off-site from restaurants that prepare delivery-only meals. In March 2021, the company announced its intention to join the London Stock Exchange with an IPO and got listed on 31st March.
Deliveroo's Unique Selling Point or USP lies in delivering high-quality food from favourite local restaurants to people's homes and offices, in less than 32 minutes -- through its technology and logistics platform. Deliveroo's mission statement reads, "Our mission is to bring the world's best local restaurants to everyone's home or office. Deliveroo is transforming the way people think about food delivery by offering fast, transparent and reliable delivery from premium restaurants".

Deliveroo Revenue :


4.1 billion pounds - FY ending 31st December 2020 (y-o-y growth 64%)
2.5 billion pounds- FY ending 31st December 2019

Competitive Analysis of Deliveroo

SWOT
PESTLE

The SWOT analysis for Deliveroo is presented below in a matrix followed by the detailed analysis report:

StrengthsWeaknesses
1. Well developed channel of 115,000 merchants and 100,000 riders across 12 countries.
2. One of the pioneers of the ghost kitchen business with Deliveroo Editions.
3. Strong and growing market share in the United Kingdom
1. The company is yet to report a profit and faces loss on every single order.
2. Hasn’t been able to tackle the pandemic efficiently and cut roughly 15% of the jobs.
3. Concerns over fair pay and treatment of workers harm investor support.
OpportunitiesThreats
1. Deliveroo plus, the subscription service, is likely to improve the traffic on the app.
2. Surge in demand for Deliveroo’s signature service and its global expansion will be a critical growth area.
3. Entry into the grocery delivery market will help expansion plans
1. The debate around classification of drivers as employees is likely to create difficulties in operations and cost management.
2. The underwhelming IPO of the company could seriously affect investor confidence.
3. Market is intensely competitive with very low switching cost.
4. London Stock Exchange no longer as dominant in Europe as it was pre-Brexit.
SWOT & PESTLE (combined)
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Detailed SWOT Analysis of Deliveroo

Strength

This section is available only in the 'Complete Report' on purchase.

Weakness

This section is available only in the 'Complete Report' on purchase.

Opportunity

1. Deliveroo plus, the subscription service, is likely to improve the traffic on the app: On February 2021, Deliveroo announced the launch of its subscription service, Deliveroo ‘Plus’. The new ‘Plus for a family’ subscription costs 3.49 pounds a month and entails unlimited free delivery on all Deliveroo orders over 25 pounds. This is the first membership subscription plan of its kind to be launched by an online food delivery company in the UK. The first subscription service, Deliveroo ‘Plus’ was launched in 2017 wherein customers could get exclusive deals with restaurants and grocers. The ‘Plus for a family’ makes it cheaper for a household to buy foodstuff. Since there has been a surge in the number of people who get groceries delivered to their doorstep, this subscription plan comes at the right time and is likely to win a huge consumer base.

The remaining section under "Opportunity"is available only in the 'Complete Report' on purchase.

Threats

1. The debate around classification of drivers as employees will create difficulties in operations and cost management: Deliveroo uses around 100,000 drivers who deliver the food or groceries ordered by customers. These drivers do not qualify as employees but work as independent contractors, which leads to a difference in the pay model and other benefits offered. While Deliveroo (along with other gig economy giants such as Uber) as alleged that a majority of its drivers enjoy the flexibility of the independent contract, this has been widely debated in the courts and has faced resistance from workers unions. In March end of 2021, around the time of Deliveroo’s IPO, there were – and continue to be – several strikes and protests by Deliveroo drivers. The Independent Workers’ Union of Great Britain, which represent gig workers, had hundreds of drivers declare a strike and demand fair pay, safety protection and basic workers’ rights.
If Deliveroo is forced to qualify its drivers as employees then the pay structure will have to be completely changed alongside offering employment benefits and this will lead to a rise in operational costs significantly.

The remaining section under "Threats"is available only in the 'Complete Report' on purchase.

Major Competitors :

Major Brands :

  • RooFoods Usa Inc.
  • Cultivate Software Ltd.
  • Deliveroo Edition
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TABLE OF CONTENTS
DELIVERY AND FORMAT
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References used in Deliveroo SWOT & PESTLE Analysis Report

1. We're the content, research and design team at Deliveroo. - https://www.deliveroo.design/
2. Deliveroo: an incredible ride to IPO - https://dealroom.co/uploaded/2021/04/Deliveroo-IPO-10-March-2021.pdf
3. deliveroo reports 115 percent growth in vegan orders yoy - https://uk.deliveroo.news/news/deliveroo-vegan-month-2020.html
4. Deliveroo was the poster child for venture capitalism. It's not looking so good now. - https://www.theguardian.com/commentisfree/2020/may/02/deliveroo-venture-capitalism-food-delivery-business-model
5. Deliveroo cuts ~15% of staff as coronavirus challenges food delivery - https://techcrunch.com/2020/04/29/deliveroo-cuts-15-of-staff-as-coronavirus-challenges-food-delivery/
The detailed complete set of references are available on request in the 'Complete report' on purchase.

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SWOT & PESTLE.com (2021). Deliveroo SWOT & PESTLE Analysis - SWOT & PESTLE.com. [online] Available at: https://www.swotandpestle.com/deliveroo/ [Accessed 13 Jun, 2021].

In-text: (SWOT & PESTLE.com, 2021)

Copyrights and Disclaimer

Deliveroo SWOT and PESTLE Analysis has been conducted by Medha Sinha and reviewed by senior analysts from Barakaat Consulting.

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