Deliveroo’s Competitive Position Pre-IPO

With Deliveroo’s IPO fast approaching, here is an in-depth strategic analysis of its current competitive positioning to assess investment opportunities.

Jiten Chablani
8 min readFeb 21, 2021



Deliveroo is an online food delivery service founded in London in 2013. It has operations in over 200 cities across multiple countries, with the UK being its biggest market. In 2018, they reported revenues of £476 mn, a 72% increase from the previous year (Citation).

Deliveroo, a tech company often regarded as a pioneer in the industry, has a platform-to-customer model, where it leverages its proprietary network of couriers to pick up food and deliver it to the customer. This operating model has allowed them to capture market share from competitors.

In this strategic analysis, I explore the macro — and microeconomic factors affecting Deliveroo’s future success in the sector.

Industry Trends & Uncertainties

Trends For 2021 & beyond

  • The health and wellness food market is expected to grow by $235.94 mn,
    progressing at a CAGR of over 8% between 2020–2024 (Citation)



Jiten Chablani

Strategy @ BT Group. I explore economics, innovation and growth strategy in the tech industry. Views are my own.