Deliveroo 101: the essential guide for restaurants
Deliveroo is one of Europe’s most popular and best known online food ordering and delivery platforms. It’s active mostly in Europe, but also serves Australia, Hong Kong, Singapore and the United Arab Emirates. Here’s all you need to know if you are thinking about signing up your restaurant with this food delivery service.
How it works
Restaurants that are listed on the Deliveroo platform just need to cook, as Deliveroo takes care of everything else. The concept’s easy: a customer orders from your restaurant through the Deliveroo app, your restaurant accepts and prepares the order, Deliveroo riders then pick up the order and deliver it to the hungry customer. You can also choose to work with your own drivers.
Registering and setup
In order to get started with Deliveroo, these are the steps you’ll have to follow:
Head to Deliveroo.com and click “Partner with us” in the header section
Fill in the form with your restaurant’s info: name, address, number of locations, type of cuisine,...
Wait until Deliveroo contacts you to confirm your partnership
Upload your menu and schedule a photoshoot
Once you have set up your menu, Deliveroo will send you a tablet with the online ordering software
You get an onboarding session to show you how to use your Deliveroo dashboard and track your performance
Deliveroo provides all the ordering, delivery and payment logistics
Your restaurant listing goes live and you can start receiving orders on Deliveroo
Once you have completed the form with all your restaurant info, Deliveroo will try to let you know if your application was successful within 7 days following your registration.
Fees and payments
Restaurants that work with Deliveroo are required to pay a commission fee on each order. The commission percentage a restaurant is charged can vary based on the contract type, number of locations and/or region, among other things.
Deliveroo also charges an onboarding fee as part of the sign-up process. This fee covers the photography for your menu and equipment such as your tablet with online ordering software.
In general, payments to restaurants for their fulfilled orders via Deliveroo will be made bi-weekly, crediting the total orders’ value to their bank account.
Fast prep times and short courier wait times - and so, in short, faster delivery times - will boost your in-app ranking. Delivery time is a key factor in ordering online, and performing well in this area will help you score better with customers and Deliveroo alike.
Improve your conversion rate
You could have a lot of page views on the Deliveroo delivery platform but not many orders, resulting in a low conversion rate. Curating and optimizing your online menu is crucial to make sure your lookers are converted into bookers! Add clear menu item descriptions and attractive photos, and verify if your prices are reasonable compared to your competitors and in-store prices. If a menu item isn’t landing well, remove it or replace it with another dish.
Streamline your operations
Other ranking metrics that are often used in third-party food delivery apps are your acceptance rate, cancellation rate and average order accuracy. It’s important to accept orders as quickly as possible, avoid cancelling orders and ensure you don’t make any mistakes or forget to add menu items. A top performance will lead to better customer ratings and a higher ranking on Deliveroo.
Deliveroo also has a “Top Rated” carousel, which is sometimes broken down into several categories, like “Fastest delivery”, “Recommended”, “Offers”,... Being featured in one of these sections is a quick win to increase your restaurant’s visibility. While only Deliveroo knows which metrics exactly are used to determine which restaurants are picked, we imagine it is a mix of the ones mentioned above.
Offer a promotion
Deliveroo also has a special deals section, which is usually the first one you see when you open the app or site. You can offer a range of promotions, such as:
- $5 / €5 off your first order - Free delivery for orders over $25 / €25 - Free drink with orders over $20 / €20 - …
Of course, any restaurant can decide to offer a special deal, so it is still essential to convince the consumer with an optimized restaurant page and menu.
Deliveroo supports integrations with numerous point-of-sale (POS) systems, so restaurants can connect their Deliveroo channel to their POS. This can save your restaurant a lot of time, resources and money, as it becomes possible to automatically accept online orders from Deliveroo, and send them directly to your POS system. This requires no “human intervention”, which means your floor staff can focus on serving in-house eaters instead of having to follow up on incoming delivery orders.
Additional benefits include easy menu management - especially with a platform like Deliverect - where you are able to sync your POS menus with Deliveroo. The POS connection also enables restaurants to do real-time inventory syncing: each order that is accepted on Deliveroo is pushed to your point-of-sale system, which then automatically recalculates stock.
Advantages and drawbacks
As with all third-party food delivery services, signing up with Deliveroo has both pros and cons.
Deliveroo offers resources and experience restaurants may just not have, as well as secure payment options, a network of riders, bike couriers and walkers. Being listed on the platform will result in improved visibility for your restaurant. You’ll be able to reach new audiences and markets, without having to invest in marketing yourself.
However, with a monthly commission and service fee that is quite high, each restaurant needs to evaluate whether offering delivery through Deliveroo is feasible, given its profit margins.
April 15, 2020by Karolien Odou
Content marketer at Deliverect and fulltime carnivore
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