Since entering the region, Deliveroo has become a go-to choice for customers seeking convenience and quality dining experiences in the comfort of their homes, from local eateries to high-end restaurants. With its innovative approach, customer-centric focus, and dedication to its rider community, Deliveroo Middle East has shaped the food delivery landscape in the region. We spoke with Anis Harb, General Manager at Deliveroo Middle East, for an update on the brand’s current achievements and future plans.
What is Deliveroo’s current growth strategy?
Our mission is to be the definitive online food company, and we aim to be the platform that people turn to whenever they think about food. To achieve this, our focus has always been on offering the best value proposition to all three sides of the marketplace: consumers, riders, and restaurants and grocery partners. Our core business strategy now revolves around ‘hyperlocal’ areas with the greatest profit potential, and we are dedicated to winning these areas, neighbourhood by neighbourhood, in the UAE.
Which region in the GCC looks like an attractive market for Deliveroo, and why?
In 2023, Deliveroo’s primary focus is on expanding our business throughout the UAE. This is a market we are focused on, committed to, and prepared to invest in. We have already expanded our business across multiple cities in the UAE, serving millions of customers in Dubai, Abu Dhabi, Sharjah, Al Ain, Ajman, and Ras Al Khaimah.
Moreover, across the Middle East, Deliveroo’s business is experiencing rapid growth, and we are fully committed to investing and expanding our operations in the region. Currently, we operate in three markets; UAE, Kuwait, and most recently Qatar. Qatar presented a great opportunity for us to grow the business due to its densely populated cities, multicultural demographics, rich food culture, and a growing F&B sector. This allowed us to bring our unique service to the market and offer consumers a wide range of food and experiences.
How many restaurants are you currently working with in the UAE as compared to 2022?
Deliveroo’s ODG & Restaurant sites have grown by almost 15% YoY in the UAE. We take pride in offering around 13,000 restaurant and grocery partners in the UAE, and we are committed to expanding this selection even further across the Emirates throughout 2023. This ensures that our customers have access to the widest range of options possible. Notably, a significant number of our restaurant partners are exclusively on Deliveroo, such as Joe & the Juice, Reif Kushiyaki, The Wise Guys, Five Guys, to name a few. This is a result of our ability to provide customers with a distinct and unique value proposition.
Tell us about the recently launched Editions site in Abu Dhabi?
Globally, Deliveroo pioneered the creation of Editions delivery-only kitchens in 2017. Editions reflect our commitment to supporting the growth of our partners, providing customers with high-quality and diverse food options, and driving the food scene forward.
In the UAE, we have heavily invested in six Editions sites in Dubai and Abu Dhabi to help our partners grow their business without taking on the risks associated with traditional brick-and-mortar expansions. This also offers customers access to a wider selection of restaurants in their areas.
The recent expansion of Editions into Abu Dhabi brought well-loved UAE brands to the capital for the first time. Additionally, restaurants already operating in Abu Dhabi utilised this launch to expand their radius in the emirate.
How has the market received HOP to date?
Deliveroo HOP is the first delivery-only rapid grocery service operated by Deliveroo in partnership with leading retailer partner Choithrams in the UAE. This service delivers on-demand groceries to customers in as little as 15 minutes.
Presently, we operate three HOP sites located in Motor City, Business Bay, and JLT, which cover a wide range of areas throughout the city. We are actively exploring growth opportunities for HOP to provide our customers with a wide range of high-quality and convenient delivery options.
What are your sustainability goals?
Our strategy focuses on supporting our marketplace and taking action to drive sustainability that impacts people and the planet. We focus on two pillars: tackling food insecurity and reducing waste. Some of the initiatives include:
Reducing Waste:
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- We responsibly dispose of rider kits and have diverted 4,213 kgs of recyclables, including textiles, plastic, and thermocol, away from landfills in the first six months of this initiative.
- We launched our packaging store to provide sustainable and customized packaging at cost-effective prices to restaurant partners.
- Deliveroo joined the Dubai Can initiative and distributed thousands of reusable bottles to riders to reduce single-use plastic waste.
- Deliveroo was the first company to introduce the plastic cutlery opt-in function for all UAE customers to reduce wasted plastic cutlery.
- We partnered with UAE Food Bank to donate daily products from our HOP sites, benefiting 5,626 individuals with food donations since launching the initiative.
- The food prep nature of an Editions kitchen means that there is close to zero food waste generated at sites.
Tackling food insecurity in our communities:
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- We launched ‘Full Life’ in the Middle East to tackle food insecurity in partnership with local charity organizations. To date, Deliveroo’s Full Life Campaign has generated close to AED 1 Million through in-app donations in the Middle East to support communities in need.
- We have supported various causes such as Pakistan floods, Turkey-Syria earthquakes, and the 1 Billion Meals Endowment.
- We launched a children’s storybook ‘Lyn’s food adventure’ across the region to educate children about the issue of food waste and ways of tackling food waste through simplified tips. So far, we have reached 15,000 children in the UAE.
Are you exploring opportunities to acquire and invest in new businesses in the UAE?
We are committed to investing in the region and would not rule out exploring opportunities to acquire and invest in new businesses that complement our operations in the Middle East. Our goal is to find strategic acquisitions that will allow us to expand our reach and provide even better services to our customers.
How is Deliveroo Plus performing in the UAE?
The Deliveroo Plus subscription service has achieved record highs, with close to 50% growth in the UAE YoY. Consumers see real value from their Plus subscription as it unlocks access to unlimited free delivery and exclusive offers and deals.
What initiatives have you launched to ensure the safety of riders during the summer season?
At Deliveroo, we continuously build on our ongoing rider initiatives to ensure the safety and well-being of our agency riders during the summer season. This year, we have rolled out our first-ever fleet of air-conditioned Roo Buses and coasters, in addition to our existing network of Roo Vans, with the purpose of providing rest areas and distributing water and cooling vests to riders. These mobile areas, along with our Editions and Hop sites, offer agency riders a place to hydrate and rest throughout the week across Dubai, Abu Dhabi, Ajman, Sharjah, Al Ain, and Ras Al Khaimah. During the first few weeks of operations, we’ve had over 7,000 riders visit our rest areas. We also provide riders with specialised rider kits made from highly breathable material and protected with a UV-blocking, perspiration-wicking fabric. Riders are also provided with phone mounts and windshield visors to protect their mobile devices from overheating and facilitate visibility when navigating on the roads. Additionally, we ensure regular communication through various channels to provide riders with tips and guidance on staying hydrated, dealing with the heat, and prioritising well-being throughout the season.
