Deliveroo plc (ROO.L) Bundle
Deliveroo plc-founded in 2013-built a global on-demand delivery platform across the UK, France, Belgium, Ireland, Italy, Singapore, the UAE and Hong Kong, and after DoorDash's acquisition in October 2025 (leading to its LSE delisting) leaves a legacy defined by a clear mission to "transform the way people shop and eat" by connecting consumers, restaurants, shops and riders to bring the neighborhood to their doors; that mission translated into concrete moves-grocery and retail made up 16% of Group GTV in 2024, the company invested over £100 million in AI and machine learning by 2024 to boost efficiency and routing, and customers rated their experience at an impressive 89% satisfaction in 2024-while strategic targets before the takeover included high-single-digit GTV growth for 2025, mid-teens GTV growth by 2026, adjusted EBITDA guidance of £170-190m for 2025 and a push toward an adjusted EBITDA margin above 4% by 2026, alongside sustainability goals (50% carbon reduction by 2025 and ~20% of deliveries on electric bikes/scooters in 2024) and core values-Customer Obsession, Integrity, Teamwork, operational excellence, curiosity and inclusive innovation-that underpinned customer, merchant and rider propositions and the company's broader growth playbook.
Deliveroo plc (ROO.L) - Intro
Deliveroo plc, founded in 2013, built a platform to transform the way people shop and eat by connecting consumers, restaurants, shops and riders to bring the neighbourhood to their doors. Prior to its acquisition by DoorDash in October 2025 (resulting in the delisting of Deliveroo's shares from the London Stock Exchange), Deliveroo emphasized availability, selection, value and a differentiated consumer experience while creating strong merchant and rider propositions.- Mission: Transform how people shop and eat by seamlessly connecting consumers, merchants and riders to deliver neighbourhood choice and convenience.
- Vision: Be the definitive platform for on-demand food and local commerce, enabling great food discovery, merchant growth and flexible work.
- Core values: customer obsession; merchant partnership; rider fairness and safety; operational excellence; innovation and long-term thinking.
- Consumers - broad selection, availability, value and an emotionally engaging brand experience backed by fast, reliable delivery.
- Merchants - tools to build online businesses, increase reach and drive profitability through data, marketing and logistics support.
- Riders - flexible work, market-competitive earnings and rider protections (including company-provided free insurance for riders in its markets).
| Metric | Value (representative) |
|---|---|
| Founding year | 2013 |
| Primary markets (examples) | UK, France, Belgium, Ireland, Italy, Singapore, UAE, Hong Kong |
| London IPO (valuation) | Listed 2021 - market valuation ~£7.6bn at IPO |
| Acquisition | Acquired by DoorDash - October 2025 (delisted from LSE) |
| Representative FY revenue (historic period) | FY2021: ~£1.2bn (reported annual revenue in the range of low billions for platform operations) |
| Gross Transaction Value (GTV) - example year | FY2020-FY2021 range: multiple billions of pounds (platform GTV) |
| Restaurants & shops on platform (approx.) | 100,000+ merchant partners (broad marketplace of restaurants and grocery/retail partners) |
| Active consumers (approx.) | Several million active users across core markets |
| Riders (approx.) | Tens of thousands of riders across markets, with company-provided insurance schemes |
- Product & availability: investment in logistics, dark kitchens and marketplace technology to increase choice and improve delivery times.
- Merchant enablement: analytics, menu and pricing tools, marketing support and flexible fulfilment options (platform, Editions/dark kitchens, delivery-only models).
- Rider proposition: flexible scheduling, earnings transparency, incentives and company-funded rider insurance and safety initiatives.
Deliveroo plc (ROO.L) - Overview
Deliveroo's stated mission is to transform the way people shop and eat by connecting consumers, restaurants, shops, and riders, bringing the neighborhood to their doors. The mission emphasizes revolutionizing local commerce by seamlessly linking a diverse range of local businesses to consumers via Deliveroo's rider network, and ensuring value creation across all stakeholders: consumers, restaurants, shops and riders.- Core focus: fast, reliable, local delivery across food, grocery and retail.
- Stakeholders served: consumers, partner restaurants, retail partners, riders, and investor/shareholders.
- Technology emphasis: AI and machine learning to optimize routing, matching and personalization.
| Metric | Value / Note |
|---|---|
| Mission | Transform how people shop & eat by connecting consumers, restaurants, shops and riders |
| Grocery & Retail share of Group GTV (2024) | 16% |
| Investment in AI / ML (cumulative by 2024) | Over £100 million |
| Customer satisfaction score (2024) | 89% |
| Notable campaign | 'Eat What You Love' - personalized recommendations driving satisfaction |
| Stock market | Listed on London Stock Exchange - ticker: ROO.L |
| Founded | 2013 |
- Product & market expansion: By 2024 Deliveroo had diversified beyond restaurant takeaway into grocery and retail delivery, reflecting in the 16% GTV contribution from those categories.
- Technology ROI: The company's >£100m investment in AI/ML supports delivery efficiency (route optimization, ETA accuracy), personalized recommendations and marketplace matching - core enablers of its mission.
- Customer outcomes: An 89% satisfaction score in 2024 indicates strong consumer response to personalization initiatives such as 'Eat What You Love'.
Deliveroo plc (ROO.L) - Mission Statement
Deliveroo's mission centers on reliably connecting customers with the widest range of food and grocery options while building a high-loyalty, efficiency-driven platform that improves unit economics and reduces environmental impact.- Deliver exceptional customer experiences through speed, choice, and consistent quality.
- Expand offerings across restaurants, grocery, and retail to increase share of consumer spend.
- Optimize delivery network and fleet management to improve margins and on-time performance.
- Grow customer loyalty via subscription and targeted marketing to boost repeat frequency and lifetime value.
- Reduce carbon footprint through electrification of deliveries and operational efficiencies.
| Metric / Goal | Target / 2024 Baseline |
|---|---|
| Gross Transaction Value (GTV) growth - 2025 | High-single-digit growth (target for 2025) |
| GTV growth - long term (2026) | Mid-teens growth target by 2026 |
| Adjusted EBITDA - 2025 | £170 million to £190 million |
| Adjusted EBITDA margin - 2026 | Target: >4% |
| Carbon emissions reduction | 50% reduction target by 2025 |
| Electrified deliveries | ~20% of deliveries via electric bikes/scooters in 2024 |
| Service mix | Restaurants, grocery, retail expansion |
- Customer loyalty: focus on Deliveroo Plus/subscription models to increase order frequency and reduce marketing CAC.
- Operational efficiency: network optimization, peak capacity management, and dynamic dispatch to lower per-order delivery costs.
- Profitability pathway: balance revenue growth (GTV) with tight cost control to reach targeted adjusted EBITDA and margin thresholds.
- Sustainability: accelerate fleet electrification and route efficiencies to meet emissions targets.
- Data-driven engagement: leverage customer segmentation and marketing efficiency to improve ROI on promotions and retention spend.
Deliveroo plc (ROO.L) - Vision Statement
Deliveroo's vision is to be the definitive on-demand logistics platform for food and convenience - delivering food people love, from the best local restaurants to national chains, quickly and reliably while creating economic opportunities for riders and partners. This vision is driven by clear core values and measurable operational targets that translate purpose into performance. Core Values and how they translate into practice- Customer Obsession - relentless focus on reducing delivery times, improving order accuracy, and boosting user satisfaction across app, restaurants, and riders.
- Integrity - ethical treatment of riders, transparent pricing and fees for restaurants and customers, and rigorous compliance in markets where Deliveroo operates.
- Teamwork - cross-functional collaboration between product, operations, marketplace and rider support to iterate faster and solve on-the-ground problems.
- Operational Excellence - continuous measurement of cycle times, fill rates, rider utilisation and platform uptime to make every part of every process run efficiently and repeatedly.
- Curiosity & Intellectual Honesty - data-driven decision making, regular A/B testing, willingness to surface and challenge assumptions, and incorporating rider and merchant feedback into product changes.
- Innovation at Every Level - encouragement of both incremental process improvements (smaller ETA reductions, UI refinements) and larger platform innovations (logistics algorithms, virtual brands, rider tools).
- Inclusivity & Celebration of Difference - hiring and product design practices that prioritise accessibility, fairness in onboarding riders and restaurants, and building communities that welcome diverse perspectives.
| Priority | Example Metric | Recent Target / Outcome |
|---|---|---|
| Faster deliveries | Median delivery time | Target: sub-30 minutes in key urban areas |
| Marketplace health | Gross Transaction Value (GTV) | Multi‑billion GBP annual GTV across core markets |
| Customer growth | Active customers (monthly/annual) | Millions of active customers in active markets |
| Restaurant partnerships | Number of restaurant partners | Hundreds of thousands of partner listings globally |
| Rider engagement | Active riders / rider retention | High seasonal variability; focus on improving retention via benefits & tools |
| Profitability | Adjusted EBITDA / operating margin | Path to profitability emphasised via cost control & marketplace pricing |
- Routing & matching algorithms - improve efficiency and reduce idle time for riders (Operational Excellence / Innovation).
- Product experience - continual app improvements and personalised offers for repeat customers (Customer Obsession / Curiosity).
- Rider support & incentives - fairness in pay structures, rider insurance/options, and tools for earnings transparency (Integrity / Inclusivity).
- Restaurant enablement - onboarding, menu optimisation and data insights to help partners grow sales on-platform (Teamwork / Customer Obsession).
- Data transparency - surfacing metrics and experiment results internally to encourage intellectual honesty and smarter decisions (Curiosity / Integrity).
- Investment in logistics tech to lower delivery times and improve rider utilisation (Operational Excellence + Innovation).
- Programmes to increase merchant diversity and accessibility, supporting small, independent kitchens alongside national brands (Inclusivity + Teamwork).
- Internal experiment culture: standardised A/B testing and post-mortems to ensure learning from successes and failures (Curiosity + Intellectual Honesty).
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