Deliveroo adopts data tools to drive efficiency in HK

Leveraging data to help drive business is becoming more common among brands. Deliveroo has also adopted data to analyse partner restaurants’ performances, and offer discounts.

Earlier this year, Deliveroo launched Restaurant Home, an online portal which offers data and insights on how restaurants’ delivery services perform, and Marketer, a crucial part of Restaurant, which enables restaurants to upload and tailor promotions.

According to the food delivery company, Restaurant Home can offer data insights on delivered orders, preparation times and order ratings.

The data insights of delivered orders include the total number of deliveries and the percentage change over a time period; while the preparation time can show the average time between order acceptance and rider pick-up, along with the percentage change in the preparation time, as well as competitors’ average preparation times in a particular area.

Meanwhile, order ratings show a line graph of the average customer order rating per day over a time period, as well as how this compares with competitors in an area.

As for Marketer, this function allows restaurants to set up their own marketing offers to consumers on the Deliveroo app, enabling restaurants to gain more control.

“We aim to serve 17 out of 18 districts in Hong Kong by the end of this year. Currently we have already covered 16 districts. Deliveroo also hopes to increase the number of partner restaurants from about 4,500 restaurants to 6,000 in 2019,” said Brian Lo, general manager, Deliveroo Hong Kong and Taiwan.