Deliveroo entered the UAE market in November 2015, establishing partnerships with popular local eateries to facilitate doorstep food delivery. Since our last report, Deliveroo has ascended 28 ranks compared to the preceding year, now holding a place among the top 20 UAE companies as per the overall CEE survey score.
The Deliveroo strategy is to deliver a global platform in a hyperlocal approach. This tactic capitalizes on the fact that consumers, riders, and merchants are intrinsically tied to their respective neighborhoods.
Deliveroo's customer value proposition centers on five key aspects: availability for meals, diverse local and national food options, seamless user experience, competitive pricing and promotions, and a strong brand image that influences choices.
Regarding availability, customers appreciate the variety of food and restaurant choices, including Arabic and Western cuisines. Grocery delivery adds to their versatility. Deliveroo - late in the game of grocery shopping delivery - has created multiple “Hop” stores across Dubai in partnership with Choithrams, using advanced tech and logistics that enable 15-minute deliveries.
The end-to-end experience garnered praise for the user-friendly app, real-time tracking, punctual food delivery, and professional and courteous riders. Besides, customer service promptly addresses issues, often compensating immediately for problems like cold food.
Deliveroo has improved its app navigation for easier and more personalized item discovery. This includes written reviews, food-related videos, a 'favorite' option, and "Your Regulars" to aid basket building. To ensure punctuality, the company optimizes delivery times by expanding partnerships and developing food and beverage platforms called “super kitchens” – Dubai featuring 10 of them - allowing various restaurants to operate in a single location.
The differentiation in staff behavior may be the result of multiple internal initiatives aiming at enhancing rider conditions like dedicated safety programs, air-conditioned transport, and resting areas with complimentary food. As another illustration, Deliveroo and UAE Restaurants came together to support riders' iftar meals, discounts, and vouchers throughout the month of Ramadan.
Customers value various offers and promotions, such as the initial 50% off. To stay competitive and address customers' feedback regarding pricing, the company has launched Deliveroo Plus, alongside an Amazon Prime partnership, ensures free delivery and special offers, avoiding extra fees.
Deliveroo is leveraging its customer data through ongoing tracking studies and ad-hoc research to understand consumer needs and make sure its value proposition is always aligned.
Last year, Deliveroo received nearly 2 million pieces of feedback from customers globally.
Customer quotes
Deliveroo is one of the leading delivery companies in food section and grocery section. They deliver hot food always, and I just love it. They will go to all restaurants.
It was ok but other companies are much better because they don't have many discounts.
Fast and reliable based on my experience. The app is very easy to navigate. Real-time tracking of delivery staff and friendly staff. Easy to contact customer care.
